Fuelled by personality

Avis Budget Group's Rental Sales Agents are pretty special people. They have to be part manager, part entrepreneur, part mind-reader and 100% amazing all of the time. One minute they could be advising a client on the benefits of the new Eco Golf, the next telling jokes to some very tired children. The role doesn't suit everyone, but a number of focus groups with existing RSAs convinced us they all had one thing in common - they were all fuelled by personality.

That single thought became the heart of our recruitment brand message, as we developed an multi-channel campaign that involved everything from job boards to videos, websites to social media posts.

It was hugely important to us to ensure that this one message was consistent throughout the attraction and application process too, helping the right people select in. So, whether the candidate was seeing connecting with ABG on a job board, browsing the website, watching a video or reading a job description on the ATS, they understood what strengths the right type of candidate had and self selected.

Our strategic approach was so successful that, other than job boards, ABG haven't had to spend a single penny on advertising on or offline. The quality of candidates has dramatically increased too - one of the key bench marks for this project. We're also keeping an eye on drop out rates too, to ensure our new talent is right for the role and right for ABG.

Next year this campaign will be running across Europe (Brexit allowing), but the same message will still shine through in everything we do, because this campaign is most definitely fuelled by personality too.