DHL brings esports talent drive to China

Global logistics giant DHL has announced the expansion of its esports employer branding initiative into China, partnering once again with leading video game entertainment company ESL FACEIT Group (EFG).

The campaign is set to make its official Chinese debut at the Intel® Extreme Masters (IEM) Beijing 2026, marking a strategic effort to tap directly into one of Asia’s largest gaming communities to recruit early-career, tech-literate professionals.

China represents a critical growth market for both logistics and digital commerce, boasting nearly 220 million active esports users. Crucially for recruitment planners, data shows that more than 75% of EFG’s Chinese audience is aged between 18 and 29. By engaging this demographic at premier tournaments, DHL aims to establish a sustainable pipeline of digitally native talent capable of supporting increasingly automated, technology-driven supply chains.

The initiative introduces younger prospective candidates to diverse career paths across the DHL Group, spanning frontline operations, information technology, engineering, data infrastructure, and student development programmes.

The move into China builds upon four years of measurable success across global markets. First introduced in 2022, the initiative has gradually scaled to 21 active hiring hubs across nine countries. Over that timeframe, the campaign has featured across several prominent competitive titles, including Counter-Strike, Dota 2, and Overwatch.

According to figures released by DHL, the programme has generated more than one million visits to its dedicated employer branding web portals. These visits have translated into over 400,000 individual job views and more than 50,000 formal employment applications worldwide, establishing esports as a dependable recruitment channel rather than merely an awareness exercise.

“To keep pace with the future of logistics, we need to reach future talent in innovative and candidate-focused ways,” said Jochen Lampe-Merian, Vice President Employer Branding & Talent Acquisition, DHL Group. “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. The strong results we've seen over the past four years demonstrate the power of meeting people where their passions lie and expanding the initiative into Asia is a natural next step.”

To maintain strong audience engagement, DHL relies on bespoke content and direct activation rather than passive advertising. Elements include Dispatch, an episodic Counter-Strike-themed comedy series, alongside social media storytelling and on-ground activations during major tournaments. These channels provide fans with an inside look into DHL's working culture before redirecting them to bespoke career platforms where open vacancies can be reviewed and pursued.

Beyond talent acquisition, the esports initiative serves an overarching commercial purpose, positioning the brand alongside consumer trends in international express delivery and cross-border e-commerce.

Arjan Sissing, Senior Vice President Global Brand Marketing at DHL Group, added: “What makes this audience particularly valuable is that it represents both future talent and future customers. Esports fans are digital natives whose behaviors increasingly shape the future of commerce, technology and global business. By expanding our employer branding activities into China, we're strengthening our connection with a community that is highly relevant to DHL's long-term growth ambitions in one of our most important markets.”

The commercial intersection between competitive gaming and consumer purchasing behaviour is well documented. An EFG study surveying 8,000 Generation Z esports enthusiasts across eight separate territories revealed that 74% of respondents acknowledged sponsorships or branding within the sector directly swayed their buying decisions.

Similarly, findings from DHL’s own 2025 E-Commerce Trends Report indicated that seven out of ten surveyed digital consumers have executed purchases via social media channels. Connecting with youth demographics within these native digital environments reinforces DHL’s market presence as social commerce scales worldwide.

DHL’s connection to competitive gaming extends far deeper than marketing and talent acquisition. Serving as EFG’s Official Logistics Partner since 2018, DHL handles the intricate freight operations required to mount arena-scale esports tournaments across the globe.

Delivering an event of this scale requires moving tonnes of specialised, time-critical equipment under demanding schedules. DHL manages the transport, customs clearance, and stage delivery of broadcast production suites, network and server hardware, tournament-grade computing rigs, camera systems, and lighting rigs.

By linking operational capability with on-the-ground employer branding at IEM Beijing, DHL continues to showcase the logistical complexity behind modern global entertainment to the very professionals it hopes to hire.