Adventures in recruitment marketing and employer branding
enterprise rent-a-car
Many graduates might not make a car rental company their first career choice. But speak to the new recruits at Enterprise-Rent-A-Car and they’ll tell you it’s the best-kept secret in the graduate market. It was our job to let it slip.
Enterprise Rent-A-Car wanted to develop a marketing campaign that would attract and recruit 1,000 graduates in the UK and Ireland, and 300 graduates in Germany. So, we thought it was time to dare to be different.
The creative idea centred on giving candidates the choice between a job with the usual stuffy, corporate giant or working at Enterprise Rent-A-Car – a place where you can manage your own branch in as little as two years. And by executing this in a humorous, imaginative way, we were also able to give Enterprise Rent-A-Car a distinctive and immediately recognisable voice in a crowded marketplace.
We created ads, posters and postcards that focused on the boring, mundane perceptions that students have of trainee positions. Promotional items, including branded energy drinks helped show how Enterprise Rent-A-Car would bring the talents and ambition of their new recruits to life. All of this messaging was punctuated with the self-explanatory strapline ‘Come Alive’.
We tracked all the responses from third party recruitment websites and print media and were able to measure the effectiveness of every on and off-line advertisement, as well as tracking the success of applications. Since the launch of this campaign, we’ve managed to drive over 26,000 unique visitors a month to the website, with around 2,000 of those people completing applications each month. And as a result Enterprise Rent-A-Car has achieved its target of 1300 quality hires for the year.
Winner of Best Graduate Work and Best Website RADs 2006.
Highly commended Best Integrated Marketing Campaign, AGR.
Short listed in Best Employer for Diversity recruitment for third year running by ACGAS at 2007 Target Awards.
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© 2010 Bernard Hodes Group
