3 Keys To Attracting Qualified Candidates to Your Franchise Development Process

By: FranConnect | 5,387 Reads | 13 Shares

%3Cp%3E%3Cem%3EEditor%26rsquo%3Bs+Note%3A+In+these+post-pandemic+days+of+accelerated+change+and+uncertainty%2C+some+things+remain+constant.+One+of+them+is+the+critical+role+recruiting+top-quality+franchisees+plays+in+a+franchise+system%26rsquo%3Bs+success.+This+article+by+FranConnect+from+2+years+ago+%28April+2021%29+focuses+on+three+things+franchisors+can+%28and+must%29+do+to+grow+both+today+and+over+the+longer+term.+As+someone+once+said%2C+%26ldquo%3BGood+taste+is+timeless.%26rdquo%3B+So+are+best+practices.%3C%2Fem%3E%3C%2Fp%3E%0D%0A%3Cp%3EWhether+you+are+a+growing+franchise+or+managing+a+multi-brand%2C+large+corporation%2C+you+need+to+spend+your+time+on+what+matters.+You+know+technology+can+help+you+be+more+efficient+and+effective%2C+but+there+also+are+old-school+principles+that+are+important+to+master.%3C%2Fp%3E%0D%0A%3Cp%3EFor+example%2C+one+of+the+best+things+you+can+do+for+your+franchise+development+team+is+to+build+a+franchise+recruitment+website+that+is+a+high-functioning+sales+tool.+Candidates+who+land+on+your+website+should+be+able+to+quickly+identify+if+your+brand+appeals+to+them+through+engaging+content%2C+easy+navigation%2C+and+discoverable+information+before+guiding+them+to+complete+an+inquiry+with+full+transparency+of+their+next+steps.%3C%2Fp%3E%0D%0A%3Cp%3EAssuming+you+have+taken+those+measures%2C+the+next+step+is+getting+the+right+candidates+to+your+website+in+the+first+place.+Whether+you+are+working+with+a+marketing+team+or+on+your+own%2C+evaluate+the+following+three+areas+for+improvement.%3C%2Fp%3E%0D%0A%3Ch2%3E1.+Define+your+target+prospect%3C%2Fh2%3E%0D%0A%3Cp%3EIt%26rsquo%3Bs+very+difficult+to+be+specific+about+who+fits+with+your+brand.+Each+brand+is+unique+in+its+culture+and+operational+processes%2C+and+therefore+the+type+of+candidates+who+have+success.+%3Cbr%3EEvaluate+franchisees+who+are+successful+and+create+a+candidate+persona.+By+specifying+who+you+want+to+attract%2C+you+can+create+content+that+attracts+those+candidates+to+your+site%2C+which+helps+qualify+them+before+they+even+enter+your+funnel.+To+develop+a+persona+for+your+target+prospects%2C+ask+these+types+of+questions%3A%3C%2Fp%3E%0D%0A%3Cul%3E%0D%0A%3Cli%3EWhat+type+of+job+or+career+have+they+pursued%3F%3C%2Fli%3E%0D%0A%3Cli%3EWhat+is%2Fwas+their+income+level%3F%3C%2Fli%3E%0D%0A%3Cli%3EWhat+do+they+do+in+their+free+time%3F+What+do+they+read%3F%3C%2Fli%3E%0D%0A%3C%2Ful%3E%0D%0A%3Cp%3EYou+get+the+idea.+The+point+is+to+put+yourself+in+their+shoes+and+really+figure+out+who+your+ideal+candidates+are.+You+can+even+go+so+far+as+to+identify+your+persona+with+a+name%2C+age%2C+gender%2C+and+marital+status.+By+doing+so%2C+you+will+unlock+insights+that+will+help+you+attract+those+candidates+to+your+concept.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3E2.+Get+comfortable+with+website+analytics%3C%2Fh2%3E%0D%0A%3Cp%3EWith+your+website+as+your+leading+source+of+leads%26mdash%3Bincluding+qualified+leads%26mdash%3Bit%26rsquo%3Bs+important+to+understand+the+analytics+behind+your+website+so+you+can+focus+on+the+things+that+work.+Don%26rsquo%3Bt+publish+a+development+website+and+never+return+to+it.+It%26rsquo%3Bs+important+to+continually+evaluate+which+pages+are+generating+qualified+inquiries+so+you+can+do+more+of+what+works+and+less+of+what+doesn%26rsquo%3Bt.%3C%2Fp%3E%0D%0A%3Cp%3EEven+if+you+work+with+a+marketing+team+that+focuses+on+website+analytics%2C+it%26rsquo%3Bs+important+you+have+insight+as+well.+Make+it+a+monthly+habit+to+obsess+about+these+leading+indicators%3A%3C%2Fp%3E%0D%0A%3Cul%3E%0D%0A%3Cli%3EConversion+rate+of+pages%3C%2Fli%3E%0D%0A%3Cli%3ETime+on+site+and+bounce+rate+%28monthly+average%29%3C%2Fli%3E%0D%0A%3Cli%3ENumber+of+inbound+linking+domains%3C%2Fli%3E%0D%0A%3Cli%3ETotal+new+leads%2Fform+submissions+%28per+month%29%3C%2Fli%3E%0D%0A%3Cli%3ETime+on+top-performing+pages%3C%2Fli%3E%0D%0A%3Cli%3ENumber+of+visits%2Funique+visitors+%28monthly+average%29%3C%2Fli%3E%0D%0A%3Cli%3ETop-performing+keywords+%28in+terms+of+rank%2C+traffic%2C+and+lead+generation%29%3C%2Fli%3E%0D%0A%3C%2Ful%3E%0D%0A%3Cp%3EThe+last+bullet+point+cannot+be+emphasized+enough.+Conduct+a+full+SEO+audit%2C+as+this+is+the+number-one+tool+in+your+arsenal+that+guarantees+you+will+attract+the+right+audience.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3E3.+Develop+your+marketing+plan%3C%2Fh2%3E%0D%0A%3Cp+dir%3D%22ltr%22%3EThis+topic+is+a%26nbsp%3B%3Ca+href%3D%22https%3A%2F%2Fblog.franconnect.com%2Ffranconnect-franchise-library-2020%2Fimprove-local-marketing-strategy%22+target%3D%22_blank%22+rel%3D%22noopener%22%3Efull+book%3C%2Fa%3E+on+its+own.+Regardless%2C+the+message+here+is+that+if+you+execute+on+%231+and+%232+above+and+create+an+in-depth+guide+for+the+marketing+team%2C+it+will+be+much+easier+to+target+the+right+audience%2C+create+an+effective+content+marketing+plan%2C+and+identify+the+best+places+to+allocate+your+marketing+budget.%3C%2Fp%3E%0D%0A%3Cp%3EIn+turn%2C+measuring+the+results+of+channels%2C+such+as+franchise+portals%2C+digital+ad+spend%2C+events%2C+and+referrals%2C+will+be+based+on+how+many+of+your+leads+match+the+persona+you+have+developed.+If+the+leads+are+not+matching+the+persona%2C+reevaluate+the+channel+or+how+you+are+using+it.%3C%2Fp%3E%0D%0A%3Cp%3EMastering+the+above+principles+will+help+ensure+not+just+that+you+are+getting+the+right+people+in+the+door+to+grow+your+franchise%2C+but+that+your+investments+are+being+directed+toward+attracting+the+right+people.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cem%3EThis+article+originally+appeared+on+FranConnect%26rsquo%3Bs+website+and+is+used+here+with+permission.%3C%2Fem%3E%3C%2Fp%3E%0D%0A%3Cp%3EFranConnect+is+a+leading+franchise+management+and+multi-location+management+software+provider.+The+FranConnect+platform+has+served+as+the+sales%2C+operations%2C+and+marketing+backbone+for+more+than+1%2C500+brands+in+18+countries+over+the+past+20+years.+Customers%2C+who+span+all+sizes%2C+growth+phases%2C+and+industries%2C+have+been+shown+to+grow+44%25+faster+on+average+than+the+broader+franchising+market.+For+more+information%2C+visit+%3Ca+href%3D%22https%3A%2F%2Fwww.franconnect.com%2F%22+target%3D%22_blank%22+rel%3D%22noopener%22%3Efranconnect.com%3C%2Fa%3E.%3C%2Fp%3E

Published: May 3rd, 2023