The ABC of HR marketing


(by Jennifer Mbunga)

I decided I wanted to major in International Management because I always saw myself working in (people) management: leading a team, motivating staff, training and the likes. Really I should have studied Human Resources Management (HRM) instead.

During my academic year in in the U.S. I finally took an HRM class. The intro class to the subject was rooted in labor law (Equal Employment Opportunity which is antidiscrimination laws, etc.). I soon realized that HR is more than just people management. It includes various functional areas such as planning, staffing, developing, compensating and appraising. Human Resources (HR) practitioners are becoming business partners in organizations and the role of personnel as source of competitive advantage is increasing.

My internship at Enterprise has shown me the strategic elements of HR in an organization that considers its people to be the most valuable resource. Implementing some elements of the HR strategy myself, I have learned the following HR ABC, amongst other things.


A for Analytics

HR is quantitative. Numbers seem to follow me everywhere. And though they seemed very complex at first when you export them into an Excel workbook, once I got the hang of them, it was clear why tracking candidate engagement online is so important. Analytics is crucial for e-recruiting as it helps take on a more targeted approach for recruiting online. Using free tools like Google Analytics helps identify which job boards, career networks, etc. bring in the most traffic and applications. In order to track how many people come to your website and where they came from, cookies are added to a URL link.

Analytics is also very useful for SEO (search engine optimization) as it allows you to identify the main keywords candidates search for and employers can then purposely place them on their websites to come up when you search for the keywords in Google. Other hieroglyphs that I have encountered related to analytics are CTR (click through rate), CPC (cost per click) and C/H (cost per hire).


B for Branding

HR is marketing. Just like companies market their products to appeal to consumers, companies market themselves to be considered an employer of choice (EOC). An employer brand is basically a company’s reputation and what candidates associate with a corporate name. Candidates commonly want to work for companies whose products and services they like and know of.

Blogging can be used as a tool of employer branding. Through storytelling candidates can get a better idea of what the company is all about and hear firsthand from people that already work there.


C for community management

One of my tasks during my internship at Enterprise is to blog for the new social hub on the German website. As a social media community manager, my task is to find relevant content and put it in a format that is engaging and fun to read.

Social media has become so important and many new jobs are emerging because of this trend. There are many new career opportunities in this field. You should look into it if you love using Snapchat, Facebook, Instagram, Spotify and Vine at work.

Corporate culture. People work with people and not organizations, so corporate culture is the most important thing within an organization. Some even say it’s a company’s DNA. One thing I love about Enterprise is how laid back everybody is. Upper management is very down to earth and approachable. To me those are the key qualities I look for in a leader. The company believes in employees being peers regardless of rank or time with the company. As an intern I have been treated as a regular team member. During my week at the German corporate office I even got a chance to have breakfast with the new VP of German Operations. We ran into each other at the breakfast buffet and he took some time to chat with me about Blind Applying.

résumés and... detroit!


2/3 of my internship are already over. I definitely feel like a full team member of my local HR Team here. The support they give me is great and time flies way too fast.

It is really exciting to figure out all the differences between German/European and American HR tasks. E.g. in recruiting it starts with very basic things like a very different layout of the Candidate’s CV (which is called Résumé here).

The layout of a resume in the US is very limited to information transmission

The layout here in the US is very limited and does not focus on fancy design like a lot of European CV’s do. Furthermore, CVs are much more comprehensive than Résumés and are lengthier in size. In the US a Candidate would never put a picture or any other personal details on his Résumé but interests/hobbies would be included.

European candidates usually list a lot of personal details such as Age, Gender, Single/Married status and sometimes even dependents. Moreover, a US Resume will typically and only contain High School information if an applicant has not completed any higher learning degrees whereas a European CV will typically contain ALL educational degrees earned.

Exploring those differences makes it very exciting working in the US. I am really looking forward to what kind of challenges I will meet during the last third of my internship!

During the meantime I had the chance to visit my first concert in an old theatre in Chicago that has had its days already. It was a great atmosphere and the band ‘los amigos invisibles’ was an interesting combo of different music styles. Furthermore, the winning run of the Blackhawks continued and unfortunately to the time they made it to win the Stanley cup I was out of the city for the whole week.

A road trip to Detroit was on my list in order to get to know my colleagues working in our office in Michigan. The 5 hour ride was much easier than I expected and I had a great time there, going for dinner with my coworkers or explored downtown Detroit at a great “fall, rise, renewal” tour with my knowledgeable guide bob. All in all it was great to get an own impression of the myth-enshrouded motor city and I go back with my bags packed full with positive experiences.

First week at Enterprise Rent-A-Car

(by Jennifer Mbunga)

One day at the end of 2013, I was on Facebook looking at different multinational companies to apply to, as I was thinking about doing an internship back in Germany. This is when I first came across Blind Applying. I started filling out the application, but never completed it. At that time I was in the U.S. doing a year abroad and was thinking about leaving after a term, but I ended up staying the whole academic year (really great decision by the way!). In November 2014 I fully filled out the application for Blind Applying. There was no dreadful cover letter – I hate them-, all I had to do was give in my contact information and upload my CV.


Months went by and I completely forgot I had applied. In January, I got an email from Alex who works at Blind Applying. I was in the TOP 40 and got invited to a phone interview. This was conducted by Jessica who works at Enterprise’s headquarters in Eschborn, Germany (near Frankfurt). I was then invited to the assessment center in Eschborn as a part of the TOP 15, which was crazy in itself when you think that there were over 10k applicants in the beginning.

Long story short, at the day-long assessment I got to meet 5 other candidates, the Human Resources (HR) Team from Frankfurt as well as Matt, the European Talent Acquisition Manager from the headquarters (HQ) in Egham, England, who I am now reporting to.

A week or so later we all got feedback and I got a call from Matt. He delivered the news to me like this: “As you may know I have a bit of bad news for you.” (He paused and my heart sank!), “You are going to have to tell your friends and family that you will be spending three months in the UK!”

Fast forward to now – My Internship in May 2015

My first day at Enterprise Rent-A-Car was a Tuesday, May 5 – internally called the Enterprise anniversary, which is a tradition celebrating every employee’s anniversaries with the firm by giving them a card and having a “cake day”.

The office space here at the corporate HQ is new and really modern. Enterprise moved in here in March 2014, so the atmosphere is warm and welcoming at least for someone like me who likes interior design. Working at HQ can get quite hectic as everybody here is really busy. Luckily, Matt introduced me to my coworkers and showed me around. What I liked is that I can bring my own devices so I can use my iPad and apps at work. I was also given a quick tour of the city and Matt took me out to one of my favorite restaurants for lunch, which was very kind.

What I do during my internship

On my second day, I attended a Media Day taking place at our media agency Bernard HODES. As my internship revolves around HR Brand Development for Enterprise’s “new” markets in Germany, France and Spain a lot of my tasks have to do with employer branding – which is similar to consumer branding but aims at getting people to want to work for you as opposed to buying your products.

On Media Day, different companies came to pitch their ideas on how they would be able to help Enterprise reach its recruiting goals. The office’s balcony had the best view on landmarks like St. Paul’s Cathedral, the London Eye and the Shard. Another bonus was the different gifts and goodies the companies brought, like macaroons, chocolate and stationery stuff. Lunch was also on the house.

The following day, we attended a panel discussion about “The Evolution of Candidate Attraction”. In case you are wondering, breakfast was served there too and it was pretty good (big foodie here ;) ).

After heading to the media agency once again, I got an idea of what type of work they do for Enterprise and how companies develop Employer Branding strategies. I am going to be spending a week with them in June and I’m looking forward to that.

It’s not all work though

Even if it was my first week, a lot of emails were waiting for me already. One of them was for the company party at Thorpe Park – an amusement park- next month. I am really excited to go!

So far I truly enjoy the prospects of moving around a lot and learning different aspects of HR brand development. Working in such a big company can be quite intimidating. I tend to be shy when I am placed in a new setting so I am still trying to find my place and look forward to connecting with my coworkers even more as time goes by. Come back to read more about my adventures in the beginning of June.