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5 Things Enterprise Rent-a-Car Is Trying to Convey to Recruits on Social Media

by
Todd Raphael
Apr 17, 2013, 5:01 pm ET

Screen Shot 2013-03-13 at 10.45.39 PMEnterprise is bigger than you might think, hiring about 8,000 college graduates a year to a company that includes National and Alamo. It’s also expanding in China via a partnership with an existing company there.

Marie Artim is the talent-acquisition VP and a long-time veteran of the company. It has about 200 recruiters based geographically — fairly decentralized like the Enterprise company as a whole. There’s no dedicated social media team with a separate budget. Some of the company’s recruiters, Artim said today at the ERE conference, embraced social media early; others are “terrified” of it.

Whether in Europe or the U.S., there are five aspects of Enterprise that its recruiters want candidates to come away with after they’ve interacted with the company on social media sites.

Those revolve around the words Inspire, Educate, Engage, Amuse, and Reward. Inspiring involves getting people excited about Enterprise’s well-known advancement opportunities. Educate goes into the company’s values and the record of stability at the private, family business. Engage relates to the company’s team-oriented environment. Amuse is an allusion to the friendliness and fun Enterprise tries to foster at work. Reward relates to hard work paying off.

“We’re not looking for candidates to be our fans,” Artim says. “We don’t really do talent pools, communities.” Enterprise wants them to … be hired and start working (something you read about recently in that “manifesto”).

Screen Shot 2013-04-17 at 1.54.36 PMShe uses a product she called JobMagic (now called iCIMS Social Distribution) to post jobs to social media sites like Facebook, Twitter, and LinkedIn. Interestingly, on Twitter, Enterprise has a page that’s more content-oriented, such as to retweet relevant tweets candidates may be interested in, and another that’s for distributing job listings.

It’s using its videos on YouTube partly for recruiting but mostly just on general corporate stuff; a “thank you to the U.S. women’s soccer team,” for example. It hasn’t fully tapped into its LinkedIn page and is still exploring ways to make more of its 28,643 followers there.

Not that its Glassdoor reviews are all candy and roses, but Enterprise does get a lot of candidates from the site. Not just candidates, actually, but hires.

 

(an original version of this said Enterprise was expanding in China through an acquisition; it’s actually through a Chinese company carrying Enterprise’s brands, but Enterprise didn’t buy the company.)

This article is provided for informational purposes only and is not intended to offer specific legal advice. You should consult your legal counsel regarding any threatened or pending litigation.

  1. Keith Halperin

    Double thanks, Todd. It seems that even though Enterprise uses some of the “Run-The-Other-Way-When-Someone-In-Business-Starts-Saying-Them Words” like “inspire” and “*engage,” they may actually understand what recruiters are supposed to do. Not too shabby…

    Happy Conventioning (http://en.wikipedia.org/wiki/Hangover#Potentially_beneficial_remedies),

    Keith

    * While Jean-Luc Picard was with Enterprise, he wasn’t in business, so that doesn’t count…

  2. Danielle May

    Interesting article. I think it’s a wise move for the Enterprise team to push social media as we’re seeing more and more grads using twitter and facebook to check out companies. If anyone is interested in reading employee reviews for Enterprise UK you should check out: http://www.insidebuzz.co.uk/logistics/enterprise-rent-a-car (sorry for the shameless self promotion)

  3. Kerry Skemp

    Just curious if there is a company these days where you *can’t* Inspire, Educate, Engage, Amuse, and Reward. ;)

  4. Todd Raphael

    Kerry, yes, I’d say so. I certainly know of companies very low on “Amuse” — to almost non-existent. I know of others (like non-profit types) very low to non-existent on reward from a financial standpoint. With inspiring and educating, these may be vague nice words that apply to everyone, but the way they’re carried out varies radically. So I do think the types of things Enterprise wants to educate candidates about is enormously different than at Patagonia or Twitter or NASA.

  5. Keith Halperin

    @ Kerry: I think that the more a company uses these words, *the less likely they are to actually apply them. It’s like “greenwashing”- talk a good line enough, get it into your brand with an effective marketing and PR effort, and you don’t really have to do it.

    Cheers,

    Keith

    *”Methinks the lady doth protest too much.”

  6. » HRO Today’s Top TekTonic Award Goes to iCIMS Social Distribution, Proving Social Recruiting is Essential in Talent Acquisition

    [...] honor comes on the heels of a mention on ERE.net of Enterprise Rent-a-Car’s successful use of iCIMS Social Distribution. Along with [...]

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