DHL expands its esports recruitment strategy into China

Global logistics company DHL is taking its esports recruitment strategy to China by extending its partnership with the leading video game entertainment company ESL FACEIT Group (EFG). The programme will be officially unveiled in the country at the Intel® Extreme Masters (IEM) Beijing 2026 as the group looks to attract younger generations of technology-oriented professionals.

The expansion is a reflection of DHL’s ambition to tap into new pools of talent, through spaces where younger audiences are already engaging. China is an important market for the logistics and digital commerce industry, with nearly 220 million active esports users. More than 75% of EFG’s Chinese audience is aged between 18 and 29, which makes the gaming community a lucrative recruitment ground.

The company wants to be present at big esports competitions to create a sustainable pipeline of digital natives who can help with supply chains that are becoming more automated and technology-dependent.

The recruitment drive will provide interested candidates with a wide spectrum of opportunities at DHL Group. They include frontline logistics operations, information technology, engineering, data infrastructure and student development programmes.

International recruitment results over four years

The China expansion is part of a 2022 initiative that has been rolled out incrementally across international markets. The programme now operates with 21 active hiring hubs in nine countries and has established a presence around several major competitive gaming titles, including Counter-Strike, Dota 2 and Overwatch.

DHL’s results demonstrate the recruitment potential of this approach. Its dedicated employer branding platforms have been visited more than one million times, with 400,000 individual jobs viewed and more than 50,000 formal applications for employment received globally.

The figures show how esports can transition from a traditional brand awareness channel to become a quantifiable source of job applications and talent acquisition.

“DHL Group has to adopt innovative, candidate-focused approaches to attract the professionals who will shape the future of logistics,” said Jochen Lampe-Merian, Vice President of Employer Branding & Talent Acquisition at DHL Group.

“The esports programme has proven itself to be a way for DHL to connect with digital-minded, globally-connected audiences who are interested in exploring new career opportunities,” he said. "The strong performance we have achieved over the last four years makes the expansion into Asia a logical next step," Lampe-Merian said.

Content and direct engagement central to campaign

DHL is not simply advertising, but building relationships with the esports community through dedicated content and direct engagement.

The campaign includes Despatch, an episodic comedy series inspired by Counter-Strike, social media storytelling and on-site activations at major tournaments. These activities provide gamers with an opportunity to learn more about DHL’s corporate culture and its working environment.

Interested candidates are then directed to dedicated recruitment platforms, where they can explore available positions and submit applications.

The strategy also serves a wider commercial objective. DHL is positioning itself in esports communities to boost its brand visibility among consumers whose digital habits are increasingly impacting international express delivery and cross-border e-commerce.

“Two ways this audience is important for the long-term development of the company,” said Arjan Sissing, Senior Vice President Global Brand Marketing at DHL Group.

"Esports fans are potential employees and future customers," he said. The behaviours and preferences of digital natives are shaping developments in commerce, technology and international business. So, building stronger connections with this community in China supports DHL’s broader growth ambitions in one of its most important markets.

Esports Sponsorships Influence Consumer Buying Behaviour

Research into consumer behaviour also supports the commercial value of esports engagement .

EFG research of 8,000 Generation Z esports fans across eight territories found that 74% of respondents said that sponsorships or brand visibility in the esports space had directly influenced their purchasing decisions.

The importance of digital engagement is also highlighted by DHL’s own 2025 E-Commerce Trends Report. The report says seven in 10 digital consumers surveyed shopped on social media sites.

And as social commerce grows worldwide, these results support the company’s strategy to reach younger consumers in the digital spaces they prefer.

A marketing partnership that goes further

DHL’s involvement in esports goes beyond simply employer branding and commercial visibility. Since 2018, the company has been the Official Logistics Partner of EFG, supporting the fulfilment of complex transportation needs for the biggest esports tournaments worldwide.

Moving tons of specialist equipment, under tight time constraints and in difficult operational conditions, is the stuff of arena-sized contests. DHL will handle transportation, customs clearance and delivery to the tournament venues.

The shipments include broadcast production facilities, network and server equipment, tournament-grade computer systems, camera equipment and lighting installations.

Such operations require careful planning and coordination to ensure that all technical infrastructure is delivered to the venue on time and in a condition ready for the event.

DHL is combining its logistics expertise with the recruitment activities of IEM Beijing 2026, combining two complementary goals: demonstrating the operational complexity behind international esports events, and exposing potential employees to the group’s capabilities and career opportunities.

But the move to China is more than just another employer branding exercise . It expands DHL's commitment to a fast-growing digital community and positions the company at the nexus of logistics, technology, global entertainment and the workforce of the future.