MAX BURGERS
Skills to Pay the Bills
MAX Burgers saw an opportunity to connect with the gaming community and position themselves as an employer of choice, recognising the valuable skills gamers possess.
Collaborating with Åkestam Holst on their idea, we developed the "Skills Generator" - a world first tech solution that turns gaming skills into real-world job merits.
"The team at Brands People Love is absolutely fantastic, and it's thanks to their expertise in gaming and e-sports that our initiative turned out as successful as it did. They are professional, keep their promises, and deliver quickly. The collaboration between MAX, Brands People Love, and our other partners was seamless, and the results far exceeded expectations. For me, Brands People Love is the obvious choice when it comes to gaming and e-sports initiatives." – Erik Filén, Talent Acquisition Lead, Max Burgers
How MAX Burgers unlocked gamer talent
MAX SKILLS GENERATOR
This tool allowed gamers to showcase their transferable skills to potential employers. By entering their gamer tag, users received a personalized list of merits compiled from their in-game performance data, ready for their CV or social media.
MAX SKILLS TOURNAMENT & BROADCAST
To launch the Skills Generator, MAX hosted their own esports tournament, creating a high-energy experience that resonated with gamers. The tournament was broadcast live from a MAX Skills-branded studio, featuring expert commentators, esports personalities, guest experts, and gaming stars.
CALL TO ACTION
The Skills Generator was front and center throughout the 3-month campaign, serving as a direct call to action, encouraging gamers to translate their gaming skills into real-world job opportunities at MAX.
RESULTS
The campaign generated a significant uplift in MAX's employer brand awareness, perception, and affinity among gamers.
The campaign exceeded its targets for media deliverables due to earned attention by word of mouth, achieving over 550,000 video views and 2.3 million social reach,
More than 12,700 users engaged with the Skills Generator, meaning an equal amount now look more attractive on the job market.
KEY TAKEAWAYS
Gaming isn't just about entertainment. Like any competitive sport, esports is a breeding ground for talent with highly sought-after skills. By embracing their passion, validating theirs skills and finding a way to empower gamers to use and show their talent to the world, MAX Burgers unlocked a powerful new avenue for recruitment and employer branding. Additionally, this act of love and validation created a lasting bond between gamers and a burger brand they truly love.
This campaign is a testament to the power of creativity, technology, and authentic engagement in the gaming world. It's a win for gamers, a win for MAX, and a new blueprint for brands looking for best practice to connect with people.
