The Car Rental Company That Gets It When it Comes to Mobile Marketing

There are three things to know about mobile recruiting, says Eric Offner, managing director of CareerBuilder Mobile. And each of the lessons applies to mobile marketing for consumers, too.

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  1. It’s about them. Using a mobile phone and a mobile phone application, Offner says, have to be a no-brainer or people will bail. “Make it easy. Let’s capture them and not let them go to waste,” he says, referring to potential employees using smart phones.
  2. There are two Internets. There’s the web and the mobile web. Says Offner with a grin: “You either suck on one of them and are pretty good on the other, or you’re pretty good on both.”
  3. Know your audience. “You have one today,” he says. “Start catering to them.” Hertz, he notes, gets the importance of mobile marketing when it comes to consumers, and should extend that effort to recruiting. “I love that site,” Offner says. “I can rent a car in a minute. I just can’t wait to rent cars because it’s so easy. They need to apply that same technology to recruitment. Anyone who rents a car could work for them.”


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