The term "Zercher" is usually applied to squats, but it actually just refers to the position of the bar, which is held in the crook of the elbows. So you can do Zercher carries, Zercher deadlifts and, yes, even Zercher shrugs.

These feel a lot better to me than regular shrugs. My traps have grown significantly since doing them. Avoid leaning back or cheating. No bouncing the weight up.