TMP Worldwide Advertising & Communications

Enterprise Rent-A-Car

Challenge

Enterprise Rent-a-Car, the largest rental car company in North America, was hiring approximately 6,000+ Management Trainees each year. The challenge was to get their target audience to consider a career opportunity with a company that they did not perceive as college graduate work. The strong marketing brand of "rental car company" did not communicate the business opportunity traits of the employment experience, and in fact reinforced perceived negatives..

Solution

Extensive research was done to gather information about the Enterprise employment experience. The employment offering was unique to Enterprise and was unlike anything in its industry. The TMP Worldwide creative team understood that if a company speaks in the language of a car rental company, then that is how they will be perceived. But if they speak in the language of an entrepreneurial, highly successful $7 billion company, then that is how they could be perceived. Central to this point are three simple words: "My Personal Enterprise." These three words are more than a headline, a tagline, or even a catchphrase. TMP Worldwide developed "My Personal Enterprise" as an employment experience philosophy that speaks directly to current employees and potential candidates in an honest and innovative way about developing their skills and careers at Enterprise.

Tactics

The first objective was to get people to look at Enterprise in a totally new light, which was accomplished by focusing on and continually reinforcing consistent themes, including: learning how to run a business, developing highly sought-after skills, advancement opportunity, personal fulfillment, belonging, and individual empowerment intrinsically intertwined with operating a vibrant business.

TMP Worldwide developed a comprehensive recruitment program that included strategic messaging, digital media, print, radio and TV advertising, print collateral and career fair booth displays. These elements worked together to convey the success of a company built around people like them, as well as the competitiveness, fun and ambitious nature of the Enterprise culture.

Results

To date, the "My Personal Enterprise" message has achieved impressive results. Recruiters say they are getting more of the right type of candidate in front of them, candidates' perceptions about the employment experience are shifting in a positive direction, and the entire company, including the CEO, has embraced the "My Personal Enterprise" brand. It appears not only on all recruitment related communications, but is also utilized for most internal employee communications efforts.

Awards

2006 Employment Management Association Creative Excellence Awards

2005 Employment Management Association Creative Excellence Awards

2005 ER Excellence Awards

Also Won