Q: What do you call a blonde who dyed her hair brunette? A: Artificial intelligence. This joke is unlike any other joke about blondes: as is typical for blonde jokes, it mocks their IQ, but in contrast to many other jokes, it also highlights their tech potential. This is good news for the global economy, which is increasingly being powered by tech innovations. Tech talent is a scarce resource: businesses need to compete for international tech professionals on a global scale. The recruitment process has become a branding challenge: recruiters need to think of an employer branding strategy which could help position the companies they represent as an attractive workplace worldwide.