How does having multiple recruiting means help Enterprise establish its brand?

Case #3 Enterprise Recruiting
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. However, 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 calledMy Personal Enterprise.This
program combines all of Enterprise’s recruiting materials and advertisements, its
Website, and its other recruiting efforts. The focus ofMy Personal Enterprisehas 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.Assignment
Review the case study for this week,Enterprise Recruiting. Provide an Introductory
paragraph to briefly explain the case. Use a main heading for each case question to
address the topic area being addressed. Provide a brief Conclusion paragraph at the end
to give a brief review of the key points of your analysis.
In your case analysis, demonstrate critical thinking along with research support (three
credible sources that include at least one recent library journal article) to cover the
situation and possible issues, along with providing suggestions for improvement.
Consider yourself in the role of a consultant examining the firm and people who work
there. What are the concerns to address if applicable? What suggestions and best
practices elsewhere might be applied to make improvements? How might the firm
implement your ideas? This is your opportunity to problem solve and practice a
management perspective for a workplace.
Use APA format for references at end of paper on separate page and use in-text cites in
body where sources are applied to give proper credit. Double space the paper and
indent the first word of each new paragraph. Your case analysis will be 2-3 pages for
content. Include a cover sheet, which identifies you as the student. Use a header with
page number on top right corner. Save the file name with your last name and upload as
an attachment using the title assignment link. The case analysis paper will be evaluated
using theCase Study Rubric.
Questions
1.How does having multiple recruiting means help Enterprise establish its brand?
2.Go to theEnterprise Website. 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.Assignment
Review the case study for this week,Enterprise Recruiting. Provide an Introductory
paragraph to briefly explain the case. Use a main heading for each case question to
address the topic area being addressed. Provide a brief Conclusion paragraph at the end
to give a brief review of the key points of your analysis.
In your case analysis, demonstrate critical thinking along with research support (three
credible sources that include at least one recent library journal article) to cover the
situation and possible issues, along with providing suggestions for improvement.
Consider yourself in the role of a consultant examining the firm and people who work
there. What are the concerns to address if applicable? What suggestions and best
practices elsewhere might be applied to make improvements? How might the firm
implement your ideas? This is your opportunity to problem solve and practice a
management perspective for a workplace.
Use APA format for references at end of paper on separate page and use in-text cites in
body where sources are applied to give proper credit. Double space the paper and
indent the first word of each new paragraph. Your case analysis will be 2-3 pages for
content. Include a cover sheet, which identifies you as the student. Use a header with
page number on top right corner. Save the file name with your last name and upload as
an attachment using the title assignment link. The case analysis paper will be evaluated
using theCase Study Rubric.
Questions
1.How does having multiple recruiting means help Enterprise establish its brand?
2.Go to theEnterprise Website. 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.

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