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FEATURE


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.


We have seen from recent studies,


such as the 2013 Mobile Recruitment Outlook report by SimplyHired, that 70% of job seekers use mobile technology to search for jobs, so we created a dedicated mobile site to capitalise on the way new graduates like to use the web.


that our target audience is comfortable using, therefore helping to inspire trust in the brand. We also gave users various options for sharing the content.


10.78% of visits to the site from social channels result in a job search


Following these changes, Enterprise Rent-A-Car bloggers have free rein to write about working life and talk about it on their Twitter accounts. It means candidates can see them as peers, interact with them comfortably, and get a fl avour of people on the scheme. We have also driven engagement through content, such as an Online Survey with personalised analysis, which helps demonstrate Enterprise’s entrepreneurial culture and career opportunities. The messaging spreads externally across ads and on-campus materials, and internally via an employee and customer referral programme. It’s attracted industry recognition and already scooped high-profi le awards.


Creating a Clear, Consistent, Connected Design “A fantastic resource for students. Easy to navigate and the in-depth information and videos really bring working at Enterprise to life. It’s all straightforward and easy to understand, and how refreshing to have a website that allows candidates to contact recruiters directly.” Tonia Galati, Talent Development and Employability Manager, Kingston University We made the website as easy as possible to navigate, and to update. The design refl ected Enterprise’s brand and showcased engaging content like videos of profi les, career progression and ‘company values’ tools, as well as a personal ‘Connect with us’ section.


Getting Support from the Top Down One of our strategic aims was to create a sense of openness within Enterprise Rent-A-Car, and make company thought leaders more accessible to candidates. We did this by implementing a ‘top down’ approach, whereby senior members of the company contributed to the website content.


“The culture of caring about their employees is refl ected throughout the website.” Lottie Pearce, President of Enactus Southampton


We implemented a well-received blog about leadership written by Donna Miller, European HR Director, and gave business leaders featured profi les on the site, to demonstrate their commitment to the graduate


programme. We also encouraged management to take part in focus groups and be photographed for campaign visuals to really communicate the level of support and involvement that new recruits could enjoy. As a result of consulting stakeholders about which areas of the site they believe to be most popular, we also have a clear idea of how the strategy is being received. The site itself has even been used as part of sales presentations, resulting in other businesses making enquiries about how we achieved such a high level of effectiveness.


Improving SEO and Engagement We also wanted to improve Enterprise’s web presence through strategic SEO and content and the site has received over 4,000 visits directly from blog posts this year to date. Increasing the amount of relevant jobs-related content by featuring job listings on the site, combined with active link building and vastly improved SEO, drove visits from non-branded keyword searches. Enterprise now ranks on the fi rst page of Google for key phrases including: ‘car jobs’ and ‘car hire jobs’, and for graduate-specifi c key phrases such as ‘graduate management jobs’ and ‘graduate management trainee jobs’.


Launching a Dedicated Mobile Site Mobile device visits up 185% compared to last year


We have seen from recent studies, such as the 2013 Mobile Recruitment Outlook report by SimplyHired, that 70% of job seekers use mobile technology to search for jobs, so we created a dedicated mobile site to capitalise on the way new graduates like to use the web. We optimised images for mobile and made the writing easy- to-read and to-the-point.


Following the dedicated mobile site launch, visits from mobile devices are up 185% compared to last year. The collaborative nature of the Bernard Hodes and Enterprise Rent-A-Car partnership has been a major reason for our success at the awards, and as well as winning Best Digital Marketing Strategy at the AGR, the work on enterprisealive.co.uk has been recognised at the Social Media Graduate Recruitment awards, winning the SoMe Grand Prix for Best Overall Strategic Use of Social Media. Enterprise was also acknowledged by TARGETjobs for its overall work as an outstanding graduate employer winning


Graduate Employer of the Year and Best Diversity Recruiter. www.hodes.co.uk Cathy.Hyde@hodes.com


GRADUATE RECRUITER 9


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