DHL Takes Esports Hiring Campaign to China

DHL is expanding its esports recruitment campaign to China, where it will begin at Intel Extreme Masters (IEM) Beijing 2026, one of Asia’s largest Counter-Strike tournaments.

The logistics company is running the campaign with ESL FACEIT Group (EFG), an esports and video game entertainment company. DHL will use esports content and activities at events to introduce potential applicants to its jobs, workplace and career opportunities.

The campaign will direct fans to dedicated DHL career websites. There, visitors can learn about the company, view vacancies and apply for jobs. The roles will include positions in operations, information technology and engineering, along with student programs.

DHL’s esports content includes Dispatch, a comedy series based on Counter-Strike, and social media posts about its employees and workplace culture. The company intends to reach young people who are comfortable with digital technology and could become future employees or customers.

China has nearly 220 million esports fans, according to DHL. More than 75% of EFG’s Chinese fans are between 18 and 29 years old. DHL said the figures give it access to a large audience that spends significant time online.

“What makes this audience particularly valuable is that it represents both future talent and future customers,” Arjan Sissing, senior vice president of global brand marketing at DHL Group, said in a statement. “Esports fans are digital natives whose behaviors increasingly shape the future of commerce, technology and global business.”

Sissing added that the campaign would strengthen DHL’s connection with a community relevant to the company’s long-term growth plans in China, one of its key markets.

Jochen Lampe-Merian, vice president of employer branding and talent acquisition at DHL Group, said DHL needed new ways to reach potential employees as the logistics industry develops.

“Our esports employer branding program has proven that we can successfully connect with audiences who are digital-first, globally connected and curious about new career opportunities,” Lampe-Merian said.

Other companies and industry organizations have used esports to reach prospective employees. Physical AI data and deployment company Mecka launched a recruitment campaign linked to the League of Legends World Championship finals in 2026. In June 2026, the Korea e-Sports Association signed an agreement with Korea University’s Department of International Sport Science to develop esports industry talent and strengthen links between education and employers.

PlayVS, a North American school and college gaming platform, launched PlayVS Recruit in 2026. The program uses its esports network as a recruitment channel for students and other candidates.