Forging A Connection Between Employees And Your Brand

By: Peter Harrison
Published: May 7th, 2019

Peter Harrison, CEO of Snag wrote in Multi-Unit Franchisee magazine last year about 5 "up-and-coming trends" he saw changing the multi-unit franchising workforce. He based his thoughts on what he had heard at the company's Hour Minds annual customer conference. The event attracted more than 350 brands and thought leaders who met and talked about the now and next of hourly work over three days, 20 sessions, and countless side conversations.

If you recruit and retain hourly workers, here's another one of Harrison's tips:

• Stand out with better employer branding. Employees are the heart of every franchise business, no matter what industry you're in. The equation is simple: happier workers means happier customers. Forging a connection between employees and your brand, from the first training session and throughout the rest of their employment, keeps them engaged and invested in the success of your business. Those same enthusiastic employees are also great allies as you continue recruiting for great talent. As Scott Colosi, president and CFO of Texas Roadhouse, put it: "If you're proud to work for any organization, you're going to be more engaged." Over and over, we heard how multi-unit operators are doubling down on the value of their employer brand for recruiting and retention.

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