Nyrstar, which runs the Port Pirie smelter, has apologised for apprentice recruitment videos that refer to lads and blokes and depict only white men. After receiving multiple complaints on a Facebook callout for new applicants featuring the video, the company removed it, promising to shoot a new, more inclusive campaign. One video opened by stating the company was looking for “that guy” for its 2021 program before listing qualities it looked for in apprentices.
Port Pirie local Jade said she was shocked when she saw the video. She contacted the company and posted the video to her personal Facebook page, questioning its language and message. she said “I had a couple of inboxes from females who told me that when they were at school they were actually discouraged to apply for apprenticeships because that wouldn’t be good for them.”
Nyrstar initially asked Jade to remove her post, saying it could discourage applicants, but later apologised and vowed to re-shoot the campaign. A spokesperson said “You raise a valid point and we sincerely apologise. We are taking the video down. We are an equal opportunity employer and do welcome applications.”