The shift in action.

Different problems. The same pattern every time.

Civeo is a leader in mining hospitality.

When you’re housing and feeding tens of thousands of remote workers, you’re constantly competing for the same chefs.

We worked with their recruitment team to address the critical industry shortage of Fly In / Fly Out (FIFO) chefs.
BUSINESS
ASSUMPTIONS
Compete harder in the same channels.
Continue to promote Civeo as a home away from home.
The
Shift Zone XY
The opportunity wasn’t in the FIFO pool – it was outside it.
LIVED
EXPERIENCE
Most chefs had never considered FIFO.
An opportunity to do what they love and enjoy more time for their home life.
The best job you never knew existed
We uncovered a new approach:
‍“The best job you never knew existed”
A campaign that spoke directly to chefs who weren’t in the normal FIFO talent pool – those who simply didn’t know this world existed.
Far exceeded target applications

What shifted?

The audience, the channels, and the message. Instead of competing for the same limited candidates, Civeo unlocked an entirely new talent pool.
Civeo arrived with a familiar question: how do we compete in a crowded market? The better question was: who are we not reaching? Who can we attract where salary and perks aren’t the only competitive levers? That reframe changed everything.
1
Reframe
Immersion revealed the problem wasn’t losing candidates to competitors. It was that many suitable chefs had never considered FIFO work. They weren’t rejecting the role – it was invisible to them.
2
Unlearn
Don't fight harder in the middle – open the door at the top. If the right candidates had never considered FIFO, the goal wasn't to compete harder for the few already looking. It was to put the opportunity on their radar.
3
Focus
“The best job you never knew existed” – a campaign that completely reframed the audience and the proposition. Civeo spoke directly to chefs who had never considered mining sites, appealing to their desire for change, financial goals, and curiosity about a different life.
4
Shift

The outcome

An industry-first approach that drove a surge in applications.
The campaign was a genuinely different way in, with honest messaging for newcomers about the realities of FIFO work.

“Working with Renée is not just a marketing exercise. It is a process that sharpens how a business understands and presents itself.”

Head of People & Culture,
Civeo Australia
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