Marketing with e-sports and gaming: recruiting of the future
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Marketing with e-sports and gaming: recruiting of the future

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In today’s digital era, e-sports has become a major phenomenon that not only attracts millions of viewers worldwide, but also offers companies new marketing and recruitment opportunities. E-sports can play a crucial role in attracting young, tech-savvy talent in particular.

The importance of e-sports in recruiting

E-sports, or electronic sports, involves competing in video games and has developed into a culture that is particularly popular with Generation Z, Y and millennials. This target group is not only tech-savvy, but also deeply rooted in the digital world. Companies that want to appeal to this talent can use e-sports and gaming as an innovative recruiting strategy.

Source: esports insider

Advantages of e-sports in employer branding

  1. Target group-specific approach:
    Through e-sports, you can target young, tech-savvy people who are enthusiastic about digital technologies and innovations.
  2. Increase brand awareness:
    A presence in the e-sports scene can increase the visibility and attractiveness of your company. With your involvement, you present yourself as an innovative and progressive employer.
  3. Promoting teamwork and strategic thinking:
    E-sports promotes skills such as teamwork, problem solving and strategic thinking, which are also very important in a professional context.

Practical implementation in recruiting

Your company can integrate e-sports into its recruitment strategy in various ways:

  • Sponsoring e-sports teams and events:
    By sponsoring e-sports teams, clubs or tournaments, you can establish your brand in the community and attract potential talent at the same time.
  • Factory teams and internal tournaments:
    Internal tournaments not only promote team spirit, but also provide a platform to test employees’ skills in a fun environment. Werksliga, launched in 2023, offers the opportunity to set up your own works team and compete against other companies.
  • Authenticity:
    Although football and golf are described as sports, they couldn’t be more different. The same applies to the generic term of e-sports, in which numerous sub-cultures lie dormant. Finding the right target group, understanding their language and meeting them at eye level is essential for the success of your campaign.
  • The right channels:
    In addition to the well-known social media platforms such as Instagram and TikTok, you can also reach many gamers and e-sports enthusiasts on specific platforms such as Twitch and Discord.

Successful examples

Some companies have already successfully integrated e-sports into their recruiting strategy. Techniker Krankenkasse, for example, uses e-sports to appeal to young people at an early stage and to be recognised as an attractive employer. SAP organises internal e-sports tournaments to strengthen team spirit and promote employee loyalty KfW uses gaming and e-sports to recruit employees in the IT sector. 

Conclusion: Gaming & e-sports as a magnet for tech-savvy employees?

Gaming and e-sports offer your company a unique opportunity to modernise your recruitment strategy and attract young talent. Through the targeted use of these platforms, you can not only increase your brand awareness, but also promote the skills and commitment of your employees.

The negative image of the gamer is a thing of the past. Both gaming and e-sports are social and economic factors. Present yourself as an attractive employer and use the opportunity to find new, technology-enthusiastic talent and keep them in your company.

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