VOL. 08 | ISSUE 4 | Winter 2025 / 2026
Driven by
Innovation,
Built by People
New Ad Campaign Highlights Diverse Employment Opportunities at Freeport
Freeport’s next big message isn’t about being foremost in copper.
It’s about what makes that possible – the people who power the operation and the drive that sets them apart.
That message is being spread across Arizona as part of a new talent acquisition marketing campaign that includes billboards, commercials and social media ads built to grab attention and pull top talent in.
Called “In Your Element,” the new theme features Freeport employees and challenges outdated perceptions of mining by spotlighting the advanced technology, collaboration and sense of purpose that defines the company today.
“It’s about the people,” said Nicholas Sbordone, Manager-Social Media and Marketing. “It’s always been about the people. It’s about showing the unwavering commitment of our employees and the work they do, so we can change the perception of mining for a new generation.”
The campaign draws insights from Proudly Creating Better Futures, which the company introduced last year to convey the full value of working at Freeport. Building on that foundation with a bold visual style and a modern edge, the new campaign captures what Freeport is about: a global copper leader driven by innovation and built by people who are exactly where they are meant to be.
The human element
Rollout of the entire campaign has been a balancing act, said Alisa Wren, Senior Manager-Talent Acquisition.
While an effort was made to target the specific roles the company needs to fill now, the team was mindful of the sort of workforce Freeport will need in the future, as well.
“We wanted to show real employees doing real jobs at real sites,” Wren said. “At the same time, we also wanted to challenge the perception that Freeport is the same company that some of our parents and grandparents may have known. Today, Freeport is redefining what it means to be a mining company – innovative, forward-thinking and committed to shaping the future of the industry.”
It was a message that took months to refine – but that may have been the easy part.
Capturing the authenticity across the spectrum of Freeport employment opportunities meant working closely not only with the creative team, but with the sites that would serve as the backdrop and talent pool for this new campaign. It required cooperation and coordination across departments to pull off, with dozens of production crew members on-site to stage the scene for moments that sometimes only appear on screen for mere seconds.
But if it’s successful, the team said, then this might be just the beginning.
“We wanted to show real employees doing real jobs at Reale sites. At the same time, we also want to challenge the perception that Freeport is the same company that some of our parents and grandparents may have now.”
ALISA WREN | SENIOR MANAGER-TALENT AQUISITION
“We want to stand out from other mining companies, because Freeport is something different. When you look at our legacy, you see over 150 years of constantly redefining mining with some of the most dedicated, hard-working and innovative minds in the business.”
NICHOLAS SBORDONE | MANAGER-SOCIAL MEDIA AND MARKETING
Lasting impressions
To measure that success, Sbordone and Wren will be watching a variety of metrics, including impressions, click-throughs, job searches and, of course, applications.
In the meantime, they’re already looking at how the effort can expand to create a seamless candidate experience – from the first interaction to the moment they apply. To make that happen, they’re planning a full redesign of the careers site, incorporating the bold, distinctive themes developed for this campaign. With nearly two-thirds of web traffic coming from mobile devices, consistency across channels is critical, especially during that click-through.
In the end, Sbordone said, the goal is to not swim in a sea of sameness.
“We want to stand out from other mining companies, because Freeport is something different,” he said. “When you look at our legacy, you see over 150 years of constantly redefining mining with some of the most dedicated, hard-working and innovative minds in the business. We want to celebrate that.”
