Employer branding: e-commerce agency Shopmacher sponsors Uniliga
Necessity is the mother of invention – also when it comes to the shortage of skilled workers. The e-commerce agency SHOPMACHER is sounding out whether gamers can also make good online stores as part of an exclusive partnering in the e-sports sector.
The Westphalian e-commerce agency SHOPMACHER is countering the shortage of skilled workers in its industry with an unusual idea. It has secured exclusive sponsorship rights to the Uniliga. Under this label, University eSport Germany has been organizing eSport competitions for students since the beginning of 2015. Every German university now fields at least one team in the Uniliga.
Many colleagues are gamers – a perfect fit
SHOPMACHER CTO Manuel Ludvigsen-Diekmann sees a great deal of overlap in the skillset of eSport athletes with the demands placed on SHOPMACHER’s own employees.
“With shooters, skills such as teamwork, communication, orientation and strategic thinking are particularly encouraged,” explains SHOPMACHER CTO Manuel Ludvigsen-Diekmann. “These are also important skills for new colleagues.”
A look at our own team also shows that there are definitely points of contact between e-gamers and e-commerce professionals: Around 70 percent of SHOPMACHER employees are passionate gamers themselves. And with clients such as BVB or the games fair gamescom, the agency also has the right projects for e-sports enthusiasts. Alexander Albrecht, Managing Director of Uniliga, agrees: “SHOPMACHER already has a lot of experience in e-sports thanks to gamescom. The fact that the employees also have a keen interest in gaming makes them an ideal partner for us,” he says.
E-sports sponsorship instead of job fairs
The medium-sized agency invests a medium five-figure sum for its sponsorship commitment. “For that, a traditional headhunter would realize maybe two hires,” Ludvigsen-Diekmann says. SHOPMACHER, on the other hand, can make itself known to students at 200 German universities at the same time.
The cooperation with Uniliga focuses primarily on shooter titles such as Rainbow Six, Valorant, CS:Go and Overwatch. As part of the sponsorship, SHOPMACHER designed a 30-second spot that is shown once an hour during the half-time break and as closing credits during live broadcasts. In order to generate attention right from the start, the agency will work together with the Uniliga – based on the “Goal of the Week” of the sports show – to select the Maker of the Matchday, the Maker of the Month and the Maker of the Season. Prizes include vouchers and tickets for eSports events. To choose the winners, Uniliga participants can vote on a dedicated landing page created and operated by SHOPMACHERS. “That’s how we get students on our side,” Ludvigsen-Diekmann says, explaining the strategy.
Uniliga visits SHOPMACHER
In the agency sector, SHOPMACHER has secured exclusive sponsorship rights. In addition to the e-commerce professionals, partners such as hanuta Riegel, Techniker Krankenkasse, Weisse Ring, Axians and MSI are also involved in the Uniliga.
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