1. How does having multiple recruiting means help Enterprise establish its brand?
2. Go to the Enterprise Website (www.erac.com/). Click on the various links to check out career opportunities, information about Enterprise�s commitment to the environment and to their employees, and other components. Click on �Apply Now� to see what positions are available and where. Then evaluate how effective you feel the Web site is as an employment branding and recruiting resource.
Directions: Respond to the two questions above. Maximum length 1 page
Many customers use Enterprise Rent-A-Car each year, and it is bigger than its competitors Hertz, Avis, and National. In 10 years Enterprise has doubled the number of cars in its fleet and increased its workforce over 30%, to 54,000 employees. What may not be widely known is that Enterprise recruits large numbers of college graduates each year for its management training program and other jobs. About 6,000 college graduates are hired annually so that Enterprise can staff its expanding number of offices. Several innovative recruiting methods have been used in the past few years by Enterprise. On the company�s Website the on-line game called �Give Me the Business� has gotten many hits. The game is not directly related to renting cars, but it lets people experience the challenges of a customer service business. The hidden message is its �virtual marketing� of Enterprise and its fun culture.
Another creative approach used was sponsorship of Personal Enterprise show on MTV,
in which candidates for a job at Enterprise were viewed during two rounds of behavioral� Interviews. The candidates were asked questions, and they were �judged� on their answers. But unlike other TV reality shows where only one person wins, three of the four candidates were offered jobs.
The on-line games and the TV show were attention-getters, but the greatest source of
Enterprise recruits comes from employee referrals. Enterprise employees who refer candidates
who are hired and remain with the firm can receive incentives of $500 to $1,500 each. Often,
referrals check out Enterprise or its Website and mention the firm to others, which expands the
pool of potential recruits.
Enterprise is somewhat unusual as an employer because it uses both traditional and
creative recruiting means. The wide range of activities has helped Enterprise recruit more effectively, which aids its strategic goal of establishing its �employment brand.� At the heart of its branding efforts has been a program called My Personal Enterprise. This program combines all of Enterprise�s recruiting materials and advertisements, its Website, and its other recruiting efforts.
The main focus of My Personal Enterprise has been to convince college graduates that there are career opportunities in the rental car firm and that jobs in the company can be fun and fulfilling.29