Enterprise Rent-A-Car
- Helped Enterprise Rent-A-Car to target graduates all year round to fill ongoing vacancies
- Gave the company the chance to communicate creatively with the students they wanted to reach
- Helped drive interested students to the re-launched Enterprise Rent-A-Car recruitment website
The challenge
Traditionally, entry level management training (MT) opportunities have tended to be held by either London-based companies or consultancies that primarily operate a business-to-business offering. Even though the UK retail sector is burgeoning, there has been a perception that a non-traditional career does not hold the same allure or promise of success.
Enterprise Rent-A-Car was offering business management opportunities that would certainly appeal to many graduates, but at the same time address this very real stereotype. The company needed to communicate these positions in a fresh and appealing way.
In addition to all of this, the company was a relatively young brand with little unaided awareness in the country. It needed to build that awareness quickly and maintain a constant presence in the UK graduate recruitment marketplace.
Our solution
After consulting with Enterprise to fully understand its needs, Hobsons advised using a range of platforms to help influence the right candidates.
Banners on the GET website generated interest in the company and raised awareness of their graduate vacancies. By sponsoring relevant editorial on the website, Enterprise Rent-A-Car then began to position themselves as leading and desirable employers in the management field.
Our e-zine technology helped Enterprise Rent-A-Car with their need to fill vacancies all year round, allowing us to send timely messages about upcoming opportunities to members of our student database who matched the company’s requirements.
In GET 2007, Enterprise Rent-A-Car placed two advertisements: a display page within the management-related editorial, and a double page spread over-viewing the company’s graduate opportunities, culture and training policy. This ensured that the company was perceived by the right graduates as a recruiter of choice, while reinforcing the company’s commitment to employee training and development.
Results
By using the right Hobsons products and services as part of their marketing strategy, Enterprise Rent-A-Car has established themselves as a substantial player in the graduate recruitment marketplace.
'Using Hobsons' GET portfolio has enabled us to target a wide and diverse range of students, making them aware of the graduate opportunities we offer and driving applications to our website'
Donna Miller, HR Director for Europe, Enterprise Rent-A-Car