In partnership with e-sports organizer ESL Gaming, DHL has launched a recruitment drive within the e-sports community to advertise IT job openings at DHL to a younger target audience.
DHL expects the recruitment drive to reach a community with an affinity for the internet and e-commerce that is usually difficult to reach via traditional channels because of changes in media usage patterns. The recruitment drive consists of a customized webpage created with the online multiplayer game Dota 2, and an employer branding campaign of online content, booth and live talks at the ESL One Stockholm Dota Major 2022 event from May 12-22. The campaign will be supported by brand ambassador SirActionSlacks, who is known for his Dota 2 game videos. Fans can also ‘apply’ for a job as SirActionSlacks’ assistant, with the chance to feature in one of the videos.
Over the past few years, DHL has been building on a brand partnership with ESL by providing all transport and event logistics for Dota 2, Counter-Strike: Global Offensive, and mobile tournaments and leagues. DHL organizes the transportation of the stage equipment and other supplies to all ESL world-class events and manages merchandising shipments.
Meredith Wellard, vice president of group learning and talent at Deutsche Post DHL Group, said, “We are always on the lookout for innovative ideas in recruiting and employer branding. The target audience match between e-sports and IT jobs smartly combines two worlds with all kinds of opportunities.”
Artem Bykov, general manager of game management at ESL Gaming, said, “Not only is DHL a trusted partner of ours and a great supporter of e-sports through the years, it has also grown into one of the highest-regarded ESL Gaming partners in the eyes of our fans. DHL has always gone above and beyond to connect with the audience and generate added value for fans both on-site at the arenas and at home, and this time is no exception.”
Arjan Sissing, head of brand marketing at Deutsche Post DHL Group, said, “DHL is celebrated and loved by the ESL fan community, which is the greatest compliment for a sponsor. For us, this emotional connection to e-sports fans around the world is the perfect way to connect with a huge community of digital natives with a high affinity for e-commerce.”