Due to the ongoing talent shortage in Russia, employers are increasingly turning to young specialists by offering students flexible work formats, improving working conditions, and launching internal training and internship programs. To address this issue, one of the key strategic objectives of Avito Rabota is to introduce young people to employment opportunities and help them overcome psychological barriers to job searching. Our research on young audiences revealed that the main barrier to employment is lack of experience. Job seekers feel they won’t get hired due to a lack of specialized skills, believe the job search process is overwhelming, and think finding suitable openings is nearly impossible. As one respondent put it: “My heart sinks from the fear of the unknown when applying for jobs.” The project “Your Life Experience Counts Too” was developed as a response to the doubts and fears expressed by young people. Inspired by the slogan “Your Life Experience Counts Too,” we created an anime-style video that resonated with young audiences. The video showed how everyday situations can help young job seekers gain the experience and skills needed to land their first job. The video launched on digital channels with high audience concentration, while Avito Jobs banners and billboards were placed in 10 student cities and 70 universities across Russia. To strengthen the PR effect and make employment more relatable to young people, our next step was to literally bring the job market into their favorite gaming worlds. We created open servers in the popular games Minecraft and GTA RP, placing Avito Jobs banners and signs inside the game worlds with the message: “Your Gaming Experience Counts Too.” The project’s ambassadors—popular streamers—invited their audiences to apply for part-time assistant jobs on Avito Jobs to help host joint streams. Out of 3,000 applications, we selected 6 people via chatbot screening. Finally, bloggers and their assistant moderators hosted open gaming streams where over 21,000 people could try out popular part-time roles and win prizes. To make it happen, we recreated realistic work environments and tasks for delivery drivers, couriers, front desk staff, and packers within the game servers.