Playing the job market

UK – Dyson is pioneering a gamified recruitment process by asking applicants to complete a series of brainteaser puzzles.

• The initiative is aimed at current and prospective university students as well as recent graduates
• Successful candidates will be invited to a job interview with Dyson’s CEO

Rethinkers consists of four online tests, with users challenged to Find the Key in the first puzzle in order to unlock the subsequent stages. The initial 55-second-long recruitment video informs viewers: ‘It’s not about talking in a smart way, it’s about thinking in a smart way.’

It features no explicit instructions, only a series of machine mechanism-like graphics, which burst out of each letter of the word Rethinkers. Although anyone can access the challenge for fun, Dyson has stated that only people in or going into further education and recent graduates will be eligible for the job interview prize.

Designed by youth marketing agency Livity, the campaign was initially launched on Reddit, which Livity senior strategist and innovation lead Felix Morgan said would encourage the ‘most influential and logical thinkers on the internet’ to engage with it.