Traditionally, jobs in the mining industry are imagined as on-site roles: operating heavy machinery, extracting materials, engineering, drilling, and blasting. Those continue to be viable career paths, now safer than ever and driven by surging demand for critical minerals.
Yet many job seekers, especially younger ones, have a narrow understanding of what mining has to offer beyond those first associations, often viewing it as outdated or disconnected from modern industries.
Only a few months ago, I shared that same perception. Majoring in media production and design and minoring in communication and media studies, I never imagined myself working for a PR and communications firm that focuses on mining.
Communications and PR? In mining?
Yes! Because communication is what connects people and ideas. It shapes how we understand the world and how we build it, from concepts to communities.
Mining, meanwhile, is the unseen force behind our daily lives. It powers the phones we use, the buildings we live in, and the clean technologies shaping our future.
And as such, mining needs strong communications:
- to build trust with local communities,
- to translate technical goals into clear language,
- to support meaningful engagement,
- and to navigate crisis situations
Communications and PR professionals in mining shape narratives, guide conversations, and help transform public perception into partnership.
Why should youth consider careers in mining today?
The demand for critical minerals is rising rapidly. At the same time, the mining sector is undergoing a major workforce transition, creating plentiful opportunities.
Technological innovation, AI adoption, and the shift to renewable energy are making mining one of the most future-focused industries, offering stable career paths for decades to come.
That future doesn’t just belong to geologists and engineers. Mining increasingly relies on professionals in roles such as:
- Community relations specialists
- Lawyers
- Accountants
- IT and automation experts
- Communications and government relations professionals
- Project managers
- PR and marketing specialists
- Logistics experts
These and many other positions are in high demand as the sector focuses on sustainability, transparency, and safety.
But ironically, as the demand for mining grows, youth interest in the industry continues to fall. Mining is seen as something from the past, when it is actually a developing, future-oriented industry.
The problem isn’t a lack of opportunity. It’s a lack of communication about what the sector enables and how much it depends on diverse skills. Mining fuels Canada’s economy, yet its story hasn’t been told in ways that resonate with Gen Z.
I know many peers who are interested in public relations and politics, who are talented in design and content creation, who enjoy writing and developing strategies, and those studying marketing, business, or accounting. Yet none of them think about a career in mining. It’s not because they don’t want to contribute, they just don’t realize their skills are needed in the industry.
Now is the time for youth to think about how we can bring our skills into the mining industry. It is a secure and evolving field with many opportunities for growth and innovation, where anyone can find a career path that challenges and inspires.
