We asked Doug Smith, vice president of franchise development at Chem-Dry, "What are you doing to integrate technologies for both your overall development strategies and into how you create a profile of your best prospects?" Here's what he had to say.
Chem-Dry uses inbound marketing strategies to help us connect with potential franchisees. Our online marketing strategy is designed to make significant information available to people researching franchise opportunities.
The foundation for Chem-Dry's recruitment strategy comes from our relationships with existing franchisees. We stay in contact with them throughout the year as we help them identify ways they can grow and improve their businesses. We then use what we learn to build an inbound marketing strategy designed to attract people who are likely to have success in our brand.
Our recruitment website is full of information about our business model, startup costs, and past performance to proactively answer questions people ask as they research the brand. Dry facts and figures go only so far - that's why we also invite franchisees to share their stories with others who are considering the brand. They share how they got into the business, what they like about owning a Chem-Dry franchise, and factors driving their success. By telling these stories, we help future franchisees understand what success looks like within the brand and understand the hard work and diligence it takes to succeed.
We also share stories about a variety of franchisees. While one franchisee may love having a job with flexible hours that allows them to spend a lot of time with their family and is happy as an owner-operator, another may want to build a fleet of Chem-Dry vans and employ a team of technicians to dominate the carpet and upholstery cleaning market in an entire metro area or region. The profiles we publish help people get a feel for the organization.
Other tactics to connect with candidates include:
A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.