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When graduate marketing agency, Bernard Hodes refreshed Enterprise Rent-A-Car’s digital strategy for UK, Ireland and Germany last year, its ambition was to revolutionise the company’s social media, careers site design and navigation in order to make the website more accessible and attractive to candidates and regional recruiters. The agency aimed to help the company recruit over 600 graduates within twelve months, and it went on to hire 370 within just six months  achieving 63% of the annual target in half the time. Unsurprisingly, Enterprise Rent-A-Car won the AGR Digital Marketing Strategy Award at the AGR Conference this year. Here, Cathy Hyde, Practice Leader for Future Talent tells us – step by step – about the work that led to the win...

Understanding the Audience

“Candidates attending assessment centres are demonstrating a real understanding of the business and our values.” - Diane Mulholland, General Manager, Scotland region

We conducted international research about current perceptions within graduate recruitment to shape the content and social strategy accordingly. We pinpointed Enterprise Rent-A-Car’s culture as a key attractor, so this theme also comes across through the designs with the inclusion of Enterprise people in our photographic content. Based on the fi ndings of our research, we made sure that candidates knew what to expect when entering a new role so they could be certain, in advance, that Enterprise was the right company for them.

Sparking Social Conversations and Creating Content that Connects

The Enterprise Rent-A-Car story is best communicated through people interaction so we recommended making it easier for candidates to engage with Enterprise’s local recruiters in their areas. The site features the fi rst initiative of its kind in the marketplace, where candidates can select a recruiter from an interactive map, follow them on Twitter/LinkedIn, and start a conversation. Getting the recruiters active on social media also involved a huge internal push from the Enterprise Rent-A-Car team.

Traffi c from social sources has quadrupled

Using blogging software as its platform, this Hub acts as a ‘social newsroom’, bringing together various channels

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