Hireology Blog - Insights for better hiring & HR


Improving the Candidate Experience in Franchising

Posted by Erin Borgerson on May 5, 2016


Consider the following facts. According to LinkedIn research:

Keep in mind, the interview is just one piece of the overall candidate experience. However, even one touchpoint has the potential to completely alter the perceptions a job seeker has of an employer or job opportunity.

As you can imagine, managing all the candidate touchpoints throughout the hiring process is a significant feat for most franchise brands. Job seekers typically interact with job portals, social networks, your brand’s career page and a number of other online resources before even speaking to a hiring manager on the phone or email.

So, putting a greater emphasis on improving the candidate experience is necessary to improve the quality of new hires and promote your franchise brand as a great place to work for future job seekers. More importantly, you can better ensure talent pools don’t dry up.

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How Companies Are Making Adjustments Today

Harvard Business Review highlighted two organizations that are making investments in their candidate experiences to improve their overall hiring strategies. PricewaterhouseCoopers and The Washington Post probably couldn’t be more different in terms of the types of businesses they operate; however, they both illustrate what a strong investment in improving candidate experiences can do especially when working with independent or contingent workers.

One of the big issues that employers run into when they’re recruiting new talent is figuring out how to keep applicants engaged – even if they’re hired on permanently. Most franchise brands understand seasonality. Especially for certain food and beverage concepts, there are peak seasons for consumer demand. As a result, franchisees must find ways to match labor with increased in-store traffic. In some cases, the solution is finding talent for these peak seasons.

The trick is figuring out a way to keep contingent workers engaged with your franchise brand and interested in coming back during peak seasons. PwC created an online platform called the Talent Exchange through which independent workers can directly connect with PwC teams. As a result, the employer can develop lasting relationships with talent and match their talents with the company’s needs. Similarly, The Washington Post created the Talent Network, which works in a similar way to the PwC platform except in that it’s optimized for freelance writers.

As a result, the recruitment process is streamlined because applicants are already engaged with the brand and the employer doesn’t have to search far and wide to find the best talent.

How Franchise Brands Can Respond

Whether you’re a franchisee looking to hire local talent or a franchisor in search of the right independent professional to fill an in-demand role, it’s important to provide job seekers with a platform they consistently use as a resource to learn more about the brand and research job opportunities. A branded career site is integral to the process of creating a solid candidate experience from the very start. Even if you’re unable to hire a talented individual during low season or you currently don’t need the assistance of a great contracted worker, it’s important to take a page from PwC and The Washington Post’s book – keep in contact with your candidate and consider them for new positions as the opportunities arise.

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Recruiting, Franchise Hiring, Franchise Hiring Tips, HR Technology for Franchises, Candidate Experience, Career Site, franchise recruiting

Erin Borgerson

About the Author

Erin is the Director of Marketing, Crisis Controller and Culture Ambassador (the last two titles she gave to herself) who joined the Hireology team in April of 2012. As a certified Inbound Marketer, Erin manages Hireology's marketing department, the Hireology Blog, and media relations. She is also a co-leader of the Chicago Hubspot User Group which brings together Hubspot users from around the Chicagoland area. Erin set off to Chicago after graduating from Western Michigan University. In her spare time she can be found shaking it in a Zumba class, reading a bestseller, or drinking a craft beer on her Wrigleyville porch.