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

Project created as part of the team at Traina.