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With the growth of the mobile gaming sector and online streamingplatforms, DHL is combining esports and employer branding, buildingon the long-lasting partnership with ESL Gaming. Together with theonline multiplayer game Dota 2, DHL is creating a customizedwebpage  for the younger and more dynamic target audience toinform of job openings at DHL, especially in the IT department. Theemployer branding campaign is being promoted for the first timethrough various activities (online content, booth and live talks)at the ESL One Stockholm Dota Major 2022 event from May12th to 22nd. DHL has been the Official Logistics Partner forESL, the world’s esports organizer and production company, since2018 and is responsible for event logistics.

For this year's esports season, the logistics expert islaunching an employer branding campaign with the help of brandambassador, SirActionSlacks, who is known for creating entertainingvideos in the realm of the popular Dota 2 game. An official DHLDota Career page is created where Dota fans can learn more aboutworking at DHL and apply for jobs in IT. Moreover, fans can “apply”for the job as SirActionSlacks’ assistant, offering the chance tofeature in one of the episodes. This initiative encourages youngtalents from the esports world to get to know DHL as an employerbrand. “We are always on the lookout for innovative ideas inrecruiting and employer branding,” says Meredith Wellard, VicePresident Group Learning & Talent at Deutsche Post DHL Group. “Thetarget audience match between esports and IT-jobs smartly combinestwo worlds with all kinds of opportunities.”

“Not only is DHL a trusted partner of ours and a great supporterof esports through the years, they have also grown into one of thehighest regarded ESL Gaming partners in the eyes of our fans,” saidArtem Bykov, General Manager, Game Management at ESL Gaming. “DHLhas always gone above and beyond to connect with the audience andgenerate added value for fans both on-site at the arenas and athome, and this time is no exception.”

ESL Gaming and DHL share a common mission, they want to inspireand connect people by creating unique and emotional moments. Beingdirectly involved in the esports industry offers DHL a considerableopportunity to deliver its brand to new customers, consumers andemployees. DHL is reaching a young fan community with an affinityfor the internet and e-commerce that is usually difficult to reachvia traditional channels because of changes in media usagepatterns. DHL therefore intensely engages with the esportscommunity through various content campaigns and live activities.For example, the DHL Dota Adventures series, which started in 2018,is a collection of Dota 2-related episodes with SirActionSlacks andhis trusty DHL sidekick, EffiBOT. The series quickly became themost enjoyed content series at ESL tournaments. Additionally, atlive events, DHL engages directly with fans with DHL DROP, anactivity where one can win prizes when showcasing an original andcreative message on their DHL DROP poster. For those who can’t bein the arena but watch the Dota 2 tournament in the live stream,viewers can take part by entering “!DHLDROP” into the Twitchchat.

“DHL is celebrated and loved by the ESL fan community, which isthe greatest compliment for a sponsor,” says Arjan Sissing, Head ofBrand Marketing at Deutsche Post DHL Group. “For us, this emotionalconnection to esports fans around the world is the perfect way toconnect with a huge community of digital natives with a highaffinity for e-commerce.” The esports community is one of thefastest growing markets, which already counts more than 500 millionpeople worldwide that follow the major gaming tournaments.

Over the past years, DHL has been building on a successful brandpartnership with ESL by providing all transport and event logisticsfor Dota 2, Counter-Strike: Global Offensive, and mobiletournaments and leagues. DHL organizes the transport of the stageequipment and other needed supplies to all ESL world-class eventsas well as manages merchandising shipments.