Rethinking recruitment for Dyson to reposition them as a leading tech brand

Felix Morgan

Campaign details

Brand: Dyson
Brand owner:
Lead agency: Livity
Country: Global
Industries: Home appliances
Channels used: Content marketing, Online display, Public relations, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

Dyson was facing a tough challenge – it needed to recruit the same talent as all the top global tech firms (Google, Twitter, Uber, Airbnb) but has far less reputation in that space. With a very tight budget, we needed to do something big and disruptive that would appeal to elite talent and reframe Dyson as a global tech leader.

Our research showed that the unifying characteristic between all elite candidates is their innate competitive spirit, so we decided to challenge the brightest and best to prove that they were up to working at one of the world's leading tech companies.