Tutor Doctor Refines Its Recruitment Strategies and Practices for 2018
We asked Scott Thompson, Vice President of Global Franchise Development at Tutor Doctor, "What recruiting strategies and practices are you thinking about changing or continuing in 2018?"
We are considering a number of options as we work toward our 2018 franchise development goals, focusing primarily on zeroing in on what is working and switching up the approaches that are not. This may seem obvious, but the franchising landscape continually changes as technology evolves and company goals become even loftier.
For example, we will continue to push information to the franchise portals, but we have found that the quality of leads from the portals isn't quite what we are looking for. As a result, our conversion rates are slowing.
We have to focus on quality over quantity and we have to find ways to pinpoint the ideal franchise candidate. To do so, we are going to put more concerted efforts into marketing to a specific demographic, geo-targeting, nurture campaigns, landing pages, and InMail and LinkedIn sponsored ads. To attract prospects with similar backgrounds and interests, we need to create as much content and look-alike campaigns as we possibly can that showcase successful franchisees within our system.
We will also continue to put a major emphasis on cost-effective lead generation, developing our website conversion and click-through rates for lead tracking and using franchise networks and brokers. Our company executives are firm believers in tapping into connections and people within the franchise community to identify the best possible prospects for the brand. This includes conversations with our franchisees on who they think will be good fits for the system.
Finally, a major point of emphasis in 2018 will be developing our brand at the international level. We have identified Australia, Latin America, and South Africa as key markets to continue our growth and have country managers in place to develop those areas. We have studied the markets extensively and are beginning to put together the playbooks and campaign channels to target our top candidates.
Although each year presents new goals and challenges for a brand, it is important to take a step back and identify what is working and what isn't. It is essential for companies to evolve with the times and switch up approaches to be successful. Most important, the quality of leads is much more important than the quantity of leads. To keep the quality coming in consistently, however, is a challenge that will never fade away.
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