Why Your Franchise Recruiting Culture Is a Critical Part of Retention

By Adam Robinson,
April 7, 2016

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How do you build and foster the growth of a company culture that inspires employee loyalty? It’s no secret that every company wants to ensure that the best and the brightest of workforce feel like they’re part of a company with shared values and a common mission.

Franchise brands are no different. Franchisors seek to bring on board management-level candidates who approach the business from a similar perspective and have the same expectations of the direction the brand should take. At the same time, recruiting new franchisees assumes a heavy emphasis on finding candidates who fit the organizational culture. Drilling down even further, each franchise location will be a spoke of the overall business culture, meaning hiring at the store-level also relies on having a commitment to a shared business philosophy and goal.

To ensure you establish and clarify a franchise culture that employees can grab onto from the very beginning, it’s important to make it a key component of your recruiting strategy.

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According to LinkedIn’s ‘Global Recruiting Trends 2016’ report, the top priority for small and medium-sized business owners is recruiting, with 42 percent of respondents saying as much. Meanwhile, employee retention was the top priority for 38 percent of SMB owners. In reality, these two priorities go hand in hand as you develop an effective recruitment strategy focused on company culture.

Typically, businesses attempt to gauge and understand how their employees are feeling about their position and the company overall through the use of surveys and other tools to get feedback. This is often an effective strategy to take the pulse of current employees, but it doesn’t necessarily reflect how well you’re conveying the culture to job seekers. One of the biggest gaps that franchise brands need to navigate is fundamental to the hiring process: making sure candidates are aware or are interested in their brand. Although many organizations may perform market research to understand how consumers feel about their brand, it’s rare that you see a business doing the same among job seekers.

The Importance of Brand and Culture

Cultivating a well-defined and differentiated company culture is critical for franchise brands. Just as you have to differentiate yourself from competitors to earn a larger market share, you need to do the same to attract the best talent and connect with them.

Consider this: How well does your recruiting website convey the brand characteristics that matter to job seekers? In addition to clearly explaining a candidate’s role and responsibilities, you should also outline:

  • Organizational structure
  • Management philosophy
  • Work-life balance
  • Perks and benefits
  • Mission and values

These are factors that will speak to prospective new hires – beyond compensation. They will be the features that encourage like-minded talent to apply and stick around for the long haul.

Next Steps for Better Recruiting

Hireology helps streamline the hiring process as well as help make it more effective. With tools for background checks, personality assessments and interview scorecards, Hireology provides your franchise with the proper infrastructure to make sure you find the right addition.

For more information on franchise recruiting and hiring, download our complimentary guide below!

About the Author

Adam co-founded Hireology with the mission to help growing companies make better hiring decisions through data and better technology. Adam is passionate about entrepreneurship, donating time to a number of organizations that support the entrepreneurial cause. Adam completed his undergraduate study at the University of Illinois at Urbana-Champaign, and received his MBA from DePaul University in Chicago, IL.