Franchisee recruitment and recruitment marketing
Franchising is a competitive market. Some sources will tell you there are over 1,000 franchise brands in the UK alone.
A quick glance at the franchise listings on the main recruitment portals will show that most of these brands are all apparently trying to attract the same people – all the messages are certainly the same and nobody stands out.
This is why most advisors will tell you to expect lead to franchisee ratios of several hundred to one. That’s not how we do it.
We understand that today’s content hungry franchisee prospects are just as interested in the culture and personality of your brand as they are in likely returns on investment. The days of hiding behind a logo and some statistics are well and truly over – you need joined up marketing that shows you are an expert in your field, an innovator in your sector and a great team of people to work with.
Your franchise won’t appeal to everyone so don’t waste your time and budget trying to target everyone. Similarly, not everyone will be suitable for your franchise so don’t waste your time and budget trying to get everyone onto your lead database.
If you are one of those franchisors drowning in a sea of poor quality leads that you spend half of every day trying to follow up, only to find they’ve never heard of you, then ask yourself two important questions:
Is there a better way?
Is this the best use of my time?
Here’s the Platinum Wave definition of marketing:
Getting the right message in front of the right person in the right format and at the right time.
It sounds simple of course, and most businesses think that is what they are already doing, but in reality it takes some very specific and joined up skills. Not least of which is great copywriting. The great franchise buying public has moved on from being hooked in with promises of overnight riches and early retirement. In fact, we would contest that there no longer is a great franchise buying public, if there ever really was. Today, there are very well informed individuals who will put in an incredible amount of research before coming close to picking up the phone to you.
That means if you want them to make an informed decision with your help, you need to be providing the right information, in the right format, exactly when and where they want it. In reality, unless you are absolutely on top of your marketing, and that means controlling what information is out there about your business and what technology you are using to track its effectiveness, you will never know how many people might have been almost about to engage with you but decided against it perhaps based on inaccurate or out of date information.
Working with Platinum Wave puts you firmly in charge, getting you talking to the right people and stops you missing out on quality franchisees.
Our team will use the perfect blend of:
- Profile Pieces
- Expert Opinion Pieces
- Mail Shot Campaigns
- Fresh copy for listings
- Writing case studies
- Writing eShots to compliment your online listings
- Social Media Co-ordination
We can also manage the entire recruitment process for you, from lead generation to having a fully prepared, high calibre franchisee candidate sat in front of you for interview.
We can also help you design your Franchise Discovery Days; in fact we actually help most of our clients deliver them. These are a vital part of your strategy: a well organised, professional discovery day brings well prepared, professional candidates to the next stage, and of course, the reverse is also true.
We find you the right franchisees because we apply this thinking to every part of your strategy. By definition this means a higher quality of enquiry and far fewer time wasters.
We’re experts at recruitment and you’re an expert in running your business – shouldn’t we both be playing to our strengths?