Are you looking to expand your franchise network? Not sure which channels to use for recruitment? Which ones are most effective? What strategies should you deploy? We answer your questions.
The different channels for recruitment
Until recently, recruitment channels were mainly specialized media and specialized websites, such as l’Observatoire de la Franchise or even the Toute la Franchise, as well as trade shows for franchising and entrepreneurship. The advantage of these sites and fairs is that they quickly generate a large number of leads due to their high profile. However, this year we have seen that there is a limit to this and that without professional meetings, some companies may struggle to recruit. This is where social media can be an asset and an indispensable tool for your development.
Some key figures*
- 28 % French people start their own businesses
- 4/10 wish to do so freely
* Source : 17th annual survey by the FFF and Banque Populaire – 2020
Find your future franchisees through social media
Social media, particularly LinkedIn, allows you to target potential franchisees whose plans are not yet fully developed or who are unaware of your existence. When searching for new franchise candidates, you are primarily looking for future business leaders with an entrepreneurial spirit. In order to attract them, communication is key.
Yes, but what topics should you communicate about? Above all, you need to highlight who you are, promote your brand as an employer, and let people learn about your concept and its history. Don't hesitate to highlight the success stories of your franchisees. You can also call for applications directly from your brand's networks.
The advantage of using social media also lies in the fact that their results, and therefore their cost, can be measured by implementing tracking tools.
Another advantage of social media is the ability to target your search to a specific geographical area. Are you looking for a franchisee in the Pau area and within a 20 km radius? You can advertise on social media only in the area you are interested in, ultimately making your search more effective.
Some key figures
We have found that the cost of a lead who will request an application form is around €30 on Facebook and €150 on LinkedIn (note that these averages vary greatly depending on the size of the company, the sector, and the amount of capital required). However, LinkedIn, which allows for more qualified contacts, achieves better conversion rates beyond this initial stage of establishing contact. One thing is certain. Avoid agencies that promise you figures in advance. The key to success is in A/B testing. Test! Test! Test again!
Optimize your recruitment process with the right tools
What should you do once you have captured their attention? You need to develop a communication plan tailored to your industry and your target audience. It is essential to be able to build trust from the very beginning of the relationship.
The candidate journey itself (the number of steps, their content, the documents provided, the pace and progression of the journey) plays a big part in your results.
Cerca ex Franchise On Cloud offers several essential features to optimize your franchise recruitment.
From the outset of the process, candidates are immersed in the brand universe, thanks in particular to the creation of a specific scenario, the existence of a personal candidate space, and compliance with your graphic charter.
From a single location, you can view all your candidates and their origins, track their progress through the process in real time, and exchange documents with them directly from the same platform. This makes it easy to manage the candidate management is therefore simpler and more efficient.
If you would like to be supported by franchise experts, get in touch with us right now. Want to try our solution? Enjoy 30 days offree trial !
