DHL wants to be the employer of choice for younger generations. For eight years, DHL has worked with ESL FACEIT Group to tap into the esports community, to put real DHL career opportunities in front of the Gen Z and Gen Alpha fans traditional recruitment can’t reach. In 2025, that meant a culture-first, title-specific strategy: a first-of-its-kind animated series woven into the Dota 2 universe (Tales from the Lorekeeper), a bingeable Counter-Strike 2 mockumentary fronted by the community’s best-loved broadcast talent (The Dispatch), and the continued world tour of fan-favourite mascot CARGO. The strategy turned esports fandom into measurable recruitment action, and real career consideration among younger audiences, with over 230,000 career site visits and 58,000+ registrations and job applications in 2025 alone. DHL became the non-endemic brand that went endemic, and a brand that esports fans now cheer for in the stands.