Bringing new tech talent to an age-old field
TECH @ DEERE
JOHN DEERE RECRUITMENT BRAND
WONDER
How do we immerse the iconic green-and-yellow into a highly competitive field for top talent?
EXPLORE
Invite innovators to break new ground — literally.
We needed a platform to showcase how John Deere is bringing the future to the field —with autonomous driving that could rival any Tesla, herbicides controlled by machine vision and sensor fusion systems powered by the latest in AI.
Be known for more than an algorithm.
Embracing Deere’s global footprint, we created a digital platform that encourages tech candidates to dream, impact, and create for a field that fuels us all. Every touchpoint recognizes the candidate as more than a number or an achievement — rather, championing them as a beacon of hope for humanity.
CELEBRATE
This is where innovation and impact meet scale.
The Tech@Deere brand equipped their innovation team with a recruitment strategy, messaging framework and a dynamic digital experience to support the grand opening of Deere’s new tech office in Austin. The end result is a comprehensive recruitment platform in which the company’s ethos is well-defined from the very start.
Made up of multiple hubs, Tech@Deere needed a narrative bigger than an office space. Rallying this group around their mission made the path clear: this wasn’t about location. This was about feeding the world.
THE JOURNEY
Where the strategy came to play.
Stakeholder + customer interviews
Tech @ Deere sub-brand strategy
Culture playbook
Recruitment messaging platform
Web content strategy