Overview

K+S Potash (K+S) – a German group of companies – operates the Bethune Mine in Saskatchewan, a major regional employer and a key contributor to the province’s economy. As competition for skilled trades intensified in the early 2020s, attracting and retaining qualified mining talent became a strategic priority. K+S needed to strengthen its position as an employer of choice in a competitive Canadian labour market.

Challenge

Canada’s resource sector was facing significant labour shortages, particularly in skilled mining roles. For a European-backed operator, global reputation alone was not enough to attract local talent. K+S needed to differentiate itself in a crowded market while addressing common misconceptions about international employers.

Insight

Our audience research showed that Canadian perceptions of international operators are often shaped by questions of long-term commitment and local benefit. Workers want confidence that investment extends beyond the mine site, that careers are stable and for the long term, and that success is shared. By addressing these concerns directly – and grounding the message in authentic local voice – we reframed K+S’ employer brand around reliability, opportunity, and mutual success.

Results

The “Miner League” campaign was deployed across out-of-home and digital channels, generating over 100 million impressions. More importantly, it helped K+S connect with high-quality candidates aligned with its values and operational standards. The campaign strengthened employer brand visibility and reinforced K+S’s standing as a competitive and credible long-term employer in Canada’s mining sector.