Imdex, a contemporary mining technology company with approximately 650 employees around the world identified the need to articulate their EVP and develop a global employer brand that encapsulates what it means to work at Imdex and why work with Imdex.

Clarity undertook a series of interviews with key executives and departments alongside a desk review of recent survey findings to understand what it is about Imdex that attracts and retains employees. This led to the development of several concepts that encapsulated the Imdex difference as an employer and the people that it attracts.

Two concepts were selected to be “tested” via surveys of employees across all global operations, to determine which concept best resonated with employees. The final concept selected was entitled “polarity of thinking” and emphasised the unique way of thinking evident in Imdex employees.