Swedish Burger Chain MAX Burgers Turns Gaming Skills into Job Resumes

In a unique move, MAX Burgers, McDonald’s key competitor on the Swedish market, has launched an initiative where gamers can apply for jobs using their gaming skills from Counter-Strike (CS). Thereby, MAX is setting a new benchmark for creative recruitment. Using a custom-made platform, young people can convert their statistics from CS into CV skills that can be used to apply for jobs. 

The campaign, 'Skills to Pay the Bills,' is developed by Åkestam Holst together with MAX Burgers and aims to re-evaluate what counts as experiences and competencies in the future job market. At the heart of the initiative is a unique platform developed in collaboration with Esportal, a gaming network with a million users. This platform analyses the user's stats and automatically generates a resume highlighting the player’s key strengths – relevant both within CS and in a future workplace. 

"Playing is not just for passing time; it develops important skills such as decision-making, strategic thinking, and collaboration. For many, MAX is the first step into working life, but when you haven't worked before, it's tricky to figure out what to put on your resume. We believe this could open a new pathway into work for many young people and showcase the potential and skills they've developed thanks to their interest in CS," says Erik Filén, responsible for recruitment and development at MAX Burgers. 

The platform is supported by an integrated campaign that will be visible at the world's largest gaming centre; Inferno Online, on Twitch, and in contexts where e-sport and CS are covered. The campaign also reaches a broader audience with job ads targeting gamers, in social media, and at selected MAX restaurants. 

"We know there's a lot of unused potential within gaming and esports, and a great opportunity to reach young people in their arena. Here we've found and created real value for the target group and managed to combine it with a relevant context for MAX. A perfect match that hopefully can turn the tables on the prejudices against gaming," says Harald Larsson, Planner and responsible for the gaming offer at Åkestam Holst. 

Several CS personalities and CS teams, including Marcus 'Tutsi' Toth, Tilde '7licious' Byström, and the Swedish CS team 'Alliance' along with their fans, are part of the campaign activation. Along with other major Swedish CS teams, they are part of the newly launched CS2 tournament 'MAX Skills Tournament' to highlight the new initiative.