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Why Your Franchise Recruiting Culture Is a Critical Part of Retention

Posted by Erin Borgerson on 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.

What Do Business Owners Worry About? mini_ultimate_resource_guide_ZOR.png

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!

Franchisor Hiring Resource Free Guide Hireology Hire

Franchise Hiring, Franchise Staffing Resources, Franchise Hiring Tips, Franchise Operations & HR, HR Technology for Franchises, 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.