Enterprise 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.
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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”).
She 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.)