How Well Are You Training Your Recruitment Team?
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How Well Are You Training Your Recruitment Team?

How Well Are You Training Your Recruitment Team?

The buzz is flying about the results of the 2019 Annual Franchise Development Report and Mystery Shopping Survey. As we find every year, there always are some bright spots, along with findings that point to serious gaps and challenges with franchise development and recruitment across the country. And, of course, everyone wants answers and solutions to solve problems, close gaps, and bridge the canyon between where they are today and the results they are seeking.

Each year we discuss lead generation, websites, qualifying, appointment setting, details of recruitment, FDDs, franchise brokers, process, and the other important topics. But there is a critical piece that too often is left out of the discussion: training, coaching, and skill development for the recruitment team.

When I ask what's happening with training for recruitment team members, I typically hear a reference to the IFA annual convention, the Franchise Leadership & Development Conference in Atlanta or one of the other annual gatherings. Those events are great and add massive amounts of value in building a winning recruitment program. Getting together with peers for roundtables, panel discussions, and more is priceless.

However, they are not designed for the detailed training and coaching required to develop team members into peak performers. Imagine trying to make the case that LeBron James, Tom Brady, Serena Williams, or any other great athlete achieved their level of performance by just attending annual conferences.

We know it took countless hours, days, weeks, months, and years to develop and grow to reach that level of performance. It required precise individual training and coaching on a consistent basis. It required someone helping them evaluate and analyze current and historical data, metrics, and ratios of results to help identify what is preventing a breakthrough to the next level.

If you look at the top sales organizations from the Fortune 1000 list of U.S. companies, you'll find that sales team members, including sales managers, salespeople, coordinators, and other roles have meaningful dollars committed to training. In my role at CGI, I see budgets and financials from a lot of franchise companies, and the one thing I can almost always expect to find is zero dollars for training. Yes, I'll see dollars for attending a conference and again, that's a good thing. But nothing will be there for training and one-to-one skill development.

With all the money, time, and energy put into franchising, why wouldn't dollars be invested in training for the recruitment team? Most often the answers I hear are, "I've never really thought about it like that." or "We would invest the dollars but aren't sure who to turn to, where to start, or what we should train on first."

3 areas to train

If this hits home and you want to get your recruitment team some help, here are three areas to consider:

  1. For team member(s) who focus on reaching out and making the first touch or contact with an inquiry: Converting an inquiry or lead into a candidate.
  2. For your recruiter(s): Skill development to get more candidates to move to a completed application.
  3. For your recruitment team leader or manager: Properly diagnosing with metrics and ratios to get past symptoms and reach root causes before jumping into a solution.

Properly invested training and skill development dollars will be some of the best ROI for your team and your company. Take the time today and explore adding sales team training to your budget.

Let's go to work!

 Art Coley leads CGI Franchise. CGIF has been helping franchise companies implement and execute repeatable and sustainable recruitment systems for more than two decades through the Recruitment Operating System. Based in Temple, Texas, he works with brands worldwide. Contact him at 281-658-9409 or

Published: November 4th, 2019

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Franchise Update Magazine: Issue 4, 2019
Franchise Update Magazine: Issue 4, 2019

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