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Analysis of Rent A Car case study

Words : 2500


Rent-A-Car. LLC. was founded by Omar in 1957 in the basement of a car dealership in Muscat-Oman. The business began with only seven cars. Today, Rent-A-Car is the largest car rental business with more than 100 offices in Oman and more than 90 in other Countries like Canada, Puerto Rico, the UK, Germany Ireland and other GCC Countries. In 2007, Rent-A-Car had 17,800 rental cars in use, employing over 2,500 people.

There are four operating units: Rent-A-Car Car Rentals, Rent-A-Car Fleet Management, Rent-A-Car Car Sales and Rent-A-Car Truck rentals. Whilst customers within each of these markets need different products, all customers, whether business or private, need a speedy, convenient and reliable service.

The car rental market is increasingly competitive. Rent-A-Car continues to expand its range of services to meet customers’ needs. In addition to business rentals at airport and city locations, it also provides replacement cars for accident repairs, courtesy cars for garages and short term holiday rentals for breaks or special occasions. Rent-A-Car also offers a collection service to take customers to their hire cars.

Maintaining high levels of customer satisfaction is a key driver of growth for Rent-A-Car. Rent-A-Car emphasizes delivering first-class customer service, regularly winning awards for its efforts in this area. Its small, local office structure and entrepreneurial team working means its employees are able to make decisions independently to achieve their goals.

This case study explores how Rent-A-Car ensures it has the right people and skills to achieve its business aims and objectives.

Attracting applicants

Promoting managers and offering career opportunities from within the company has a positive effect on Rent-A-Car. Employees remain happy, will stay longer and give their best. However, with growth and diversification there is always a need for external recruitment to provide new skills or increase the business capacity for expansion.

In order to attract high quality candidates, Rent-A-Car is raising the company profile within universities using Campus Brand Managers. These are students or interns who work for Rent-A-Car and act as liaisons for potential applicants. Other activities in universities to attract interested applicants include:
• Presentations on the company
• Relationships with clubs and organisations
• Attending Careers Fairs
• ‘drop-in’ sessions
• Skills sessions and
• Mentoring program

Students can also visit Rent-A-Car and spend time learning about how it does business and what opportunities it offers.


Rent-A-Car’s online recruitment process is an important part of its strategy. This improves the speed and efficiency of the application for both the company and the applicant. The website provides a registration function and lists available jobs. It also provides a lot of information about the Management Trainee role and the company culture and values. This allows applicants to get a good idea of whether Rent-A-Car would suit them.

New recruits can enter the business in different ways.

• An ‘internship’ scheme is available for first and second year university students. This gives students an opportunity to work with Rent-A-Car. Students gain valuable experience and there is the possibility of becoming a full-time employee after graduation. Interns participate in an initial classroom-based training session. After this, they work in a branch office where they begin on-the-job training. Interns take on the same responsibilities as management trainees and learn about sales, marketing, customer service, business management and administration support.

Rent-A-Car advertises its vacancies and opportunities across a wide range of media. This includes media such as newspapers, magazines and online.
To target graduate recruits, Rent-A-Car has developed a dedicated recruitment brand and website - ‘Come Alive’. The website shows potential employees the benefits of career opportunities with Rent-A-Car and provides a medium through which students can submit their applications. It also presents profiles of Rent-A-Car employees with their career stories.

Rent-A-Car also uses specialist graduate recruitment websites at peak times throughout the year in order to attract the maximum audience.


Selection is the process of identifying the best candidate for the role in question. This is important as the candidates who apply may not always have the correct set of skills and competencies required by the business. Rent-A-Car seeks competencies in its recruits both for an immediate job role and also for development over the longer term to support the business growth. HR managers often use standard documentation in order to match job roles with personal qualities and skills. These include:
• Job description - this summarizes a job role within an organisation and lists the main tasks

• Person specification - this highlights the characteristics a candidate needs for a post, as well as the desirable qualities the company is looking for.

Rent-A-Car combines the person specification within the job description by using a skills and competencies framework.
The Rent-A-Car selection process offers candidates several opportunities to show their best in different situations:

To screen candidates, Rent-A-Car recruitment managers compare the online application forms (which reflect candidates’ CVs) to the skills and competencies the role needs. Candidates then have an initial face-to-face interview with a Rent-A-Car recruitment manager. This is followed by an interview with a branch manager. From this, selected candidates are invited to an assessment day.

The assessment day is a standard part of the Rent-A-Car recruitment process. Candidates take part in practical exercises, including role-play, as well as individual and group activities. Role-play is a valuable way of testing core skills like communication and customer service. Rent-A-Car can assess a candidate’s performance by different methods and in different work related tasks. This makes the selection process fairer. Areas tested include customer service skills, flexibility, sales aptitude, work ethic, leadership and teamwork. The assessment day ends with another interview with a senior manager in order to make the final selection.

The different parts of the selection process help to identify the qualities the company is looking for. For example:

• Sarah is now a Rent-A-Car Training Manager. She is responsible for creating and delivering multiple training program to improve employee performance and productivity at Rent-A-Car. She also provides feedback to management on employee performance. At selection, Rent-A-Car had picked out her communication skills, leadership and work ethic. From initial training Sarah moved to Assistant Manager, Branch Manager then to Area Manager, then into her current role.
• Laurent is an Area Manager. The selection process highlighted within him a keenness for sales and a real care for customers. This enabled him to take on the challenges of responding to changing customer needs whilst meeting business aims and objectives. His role includes leading managers of several rental branches to develop a culture of customer service and sales. Through coaching, mentoring and training, he motivates his team by recognizing and rewarding their achievements so that they can meet their business goals.


A service-orientated business like Rent-A-Car must deliver perfect service every time to keep customers satisfied. An unhappy customer is unlikely to come back. Rent-A-Car operates in a highly competitive marketplace. In order to continue its growth and expansion, Rent-A-Car focuses on delivering very high levels of customer satisfaction.

Its strategy of recruiting people with the right skills and competencies helps the business to carry out its aims and objectives. In order to keep these key skills in the business, Rent-A-Car provides continuing development and training for its people as they progress along a long-term career path.

Based on the description of Recurrent and selection process at Rent-A-Car LLC., prepare a comprehensive report [word limit: 2500 (+/- 10%) words] including the following

   •   A discussion on what organisations can do differently to attract high quality candidates.
   •   An evaluation of the recruitment and selection process of Rent-a-car highlighting the advantages and disadvantages.
   •   Recommendations to enhance the effectiveness of recruitment and selection process of Rent- a car.

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