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Beyond Performative Posts: A Guide to Meaningful Communication in Mining

Writer's picture: Jess ScanlanJess Scanlan

As a social media agency specializing in the mining industry, we often receive requests to create posts celebrating various diversity and inclusion initiatives, from Black History Month to Pride to National Day for Truth and Reconciliation.


These requests usually come with the best intentions - companies want to show they care about these important issues and align with their stated values.


However, recent industry data tells us we have significant work to do beyond social media posts. According to McKinsey's November 2023 report, while some progress has been made, diverse employees are still facing substantial obstacles in career progression. The study found that while almost half (45%) of non-diverse talent reported active support for promotion, only a third of diverse employees felt the same. Even more concerning, 17% of diverse employees feel unsupported or actively undermined, nearly three times higher than the rate among non-diverse employees.


Bar chart showing promotion support across diverse and nondiverse groups, with varying support levels in blue, green, and cyan shades.

As someone who has worked both as a mine geologist and now as a social media marketing professional in this industry, I've witnessed firsthand how performative posts without matching actions can affect team morale and trust.


This guide isn't about telling you not to post about DEI initiatives - it's about ensuring those posts are backed by meaningful action and genuine commitment.


Understanding Performative Posts vs. Meaningful Communication

When managing social media for mining companies, one of the most challenging aspects is ensuring that our diversity and inclusion content reflects real organizational commitments rather than just following social media trends.


But what exactly makes a post "performative," and how can we move beyond that?


Identifying Performative Communication:

  • Posts that celebrate diversity only during designated months or days without year-round engagement

  • Content that isn't backed by concrete organizational actions or initiatives

  • Messages that don't reflect the actual experiences of diverse employees within your organization

  • Communications that focus solely on external perception rather than internal change


Teen girl in green shirt looks at phone. Overlay shows social media posts: "#BlackoutTuesday," "Empathy is Not Allyship," and Breonna Taylor text.

McKinsey's 2023 mining industry report reveals an important insight: 30% of diverse talent cite positive contribution to ESG (Environmental, Social, and Governance) as a reason to join the industry, compared to 14% of non-diverse talent.


This tells us that authentic communication about real organizational commitments matters - it's not just about what we post, but about what we're actually doing.


Key Questions To Ask Yourself Before Posting:

  1. Purpose & Alignment

    • Why are we sharing this content?

    • Is it aligned with actual company initiatives and values?

    • Are we posting because others are, or because we have something meaningful to contribute?

  2. Actions & Impact

    • What concrete actions is our organization taking in this area?

    • How are we supporting diverse employees beyond social media posts?

    • Do we have real data or examples to share about our progress?

  3. Resources & Authenticity

    • Do we have the resources to create this content effectively?

    • Have we consulted with employees from the communities we're posting about?

    • Are we creating space for authentic stories and experiences?

  4. Visual Content Considerations

    • Are we using authentic photos of real employees rather than stock images?

    • Have we obtained proper permissions and credits?

    • Are we building a diverse image library rather than reusing the same photos repeatedly?

    • Do our visuals connect to real stories and contributions?


Real Impact vs. Social Media Metrics: While engagement metrics are important for measuring social media success, when it comes to DEI communications, we need to look beyond likes and shares. The McKinsey report shows that despite significant efforts to introduce greater gender balance and boost talent diversity, women still only fill about 12% of C-suite positions across global publicly traded mining companies, with just a 1.6 percentage point increase since 2021.


Creating Meaningful Content

Mining companies must go beyond generic posts to create content that reflects real organizational change. Here's some ideas and examples to approach common DEI occasions with authenticity:


National Day for Truth and Reconciliation

❌ Performative Approach: "Today we acknowledge the lands on which we operate. #NDTR #ReconciliationDay"


✅ Meaningful Approach: "As a mining company operating on traditional Indigenous lands, reconciliation is a daily commitment, not just a yearly acknowledgment. Here's how we're taking action:

  • Our Indigenous Employment Program has achieved 25% Indigenous representation across operations

  • $2M invested in Indigenous-led environmental monitoring initiatives

  • Partnership with [Nation] providing skills training to 100+ community members Learn more about our Indigenous partnerships and employment opportunities: [link] #NDTR #MeaningfulAction"


👉Why it works: The meaningful post connects to specific programs, shares measurable impacts, and demonstrates ongoing commitment beyond the day itself.


International Women's Day

❌ "Celebrating our women in mining! We appreciate your contributions. #WomenInMining #IWD2025"


✅ "Taking real steps toward gender equity in mining:

  • Increased women's representation in leadership from 15% to 20% in 2023

  • Launched Women in Mining mentorship program supporting 50 early-career professionals

  • Implemented industry-leading parental leave and flexible work policies Join our next Women in Mining networking event: [details] Currently recruiting for roles in engineering, geology, and operations: [link] #WomenInMining #IWD2025"


👉 Why it works: This approach shares specific progress metrics, highlights concrete initiatives, and provides clear opportunities for engagement.


Pride Month

❌ "Mining is for everyone! 🌈 #PrideMonth"


✅ "Creating an inclusive mining industry requires action, not just words:

  • Achieved 100/100 on Corporate Equality Index

  • Established LGBTQ+ employee resource group across 5 sites

  • Updated policies to ensure equal benefits for all families

  • Mandatory inclusion training for all supervisors Join our Pride ERG or learn about our inclusive workplace: [link] #PrideInMining #InclusiveMining"


👉 Why it works: The post demonstrates year-round commitment through specific policies and programs while providing clear ways to get involved.


Supporting Your DEI Communications: While these examples show how to approach specific occasions, meaningful DEI communication extends beyond designated days. To help mining companies track various diversity-focused occasions, International Women in Mining (IWiM) has created a comprehensive DEI Calendar for 2025. This free resource covers themes from cultural heritage to workplace initiatives, ability, LGBTQIA+, health, religion, and more.



Remember: while this calendar is an excellent planning tool, authentic DEI communication isn't about checking boxes on specific days. Each occasion is an opportunity to showcase ongoing commitments and progress, not a standalone moment for acknowledgment.


Putting it into Practice

Beyond individual posts, here's how to create a sustainable approach to DEI communications in mining:


Year-Round Engagement Strategy

  • Develop a content calendar that regularly features DEI initiatives, not just during awareness months

  • Share ongoing progress updates on key metrics

  • Highlight employee stories and experiences throughout the year

  • Create consistent touchpoints for diversity-related news and achievements


Connect Content to Action

  • Link social posts to specific recruitment initiatives

  • Feature mentorship and development programs

  • Share professional development opportunities

  • Document and celebrate progress on DEI goals

  • Provide resources for further learning and engagement


Quick Reference Guide

Before Posting Checklist:

□ Does this content reflect real organizational actions?

□ Can we share specific data or progress metrics?

□ Have we consulted relevant employee groups?

□ Are we providing clear next steps or opportunities?

□ Does this contribute to ongoing dialogue?


Content Best Practices:

□ Focus on specific actions over general statements

□ Include measurable impacts and progress

□ Provide clear ways to get involved

□ Connect to year-round initiatives

□ Feature authentic employee voices


Measuring Impact:

□ Track more than just social engagement metrics

□ Monitor progress on stated DEI goals

□ Gather feedback from employee resource groups

□ Document changes in recruitment and retention

□ Report on program participation and outcomes


Moving Forward

Creating meaningful DEI content in the mining industry requires more than good intentions - it demands consistent action, transparency, and commitment.


At MineLife Media, we understand this isn't an easy journey, but it's a crucial one for building a more inclusive and equitable industry.


Start by taking one step: choose an upcoming initiative, apply these guidelines, and focus on connecting your social media presence to real organizational change.


Remember, authenticity in DEI communication isn't about perfection - it's about progress, transparency, and genuine commitment to transformation.

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