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One benefit is that the franchisors have had time to get to know
the skills and abilities of their staff members, so they’ll know
who the reliable, high-performers are – these are the ones who
will make good franchisees.
existing staff will already know the franchise business
operations, so they will require less start-up training. They also
have loyalty towards the brand.
This approach also provides the staff with an opportunity to grow
with the brand, rather than having to look outside of the business
for further growth opportunities; franchisors can expand their
franchise while also retaining the talent within the business.
Franchisee recruitment tip #3
Reward good franchisees with additional units/territories
rather than looking to recruit new franchisees, it may be
appropriate for franchisors to consider offering some of their
most successful franchisees additional territories or units, if it’s
appropriate for the franchise model.
again, there are several benefits to this approach:
• The franchisor already has an existing relationship with the
• The franchisee has already proven him/herself to be a
• The franchisee already knows the systems and operations
of the business.
• it provides the franchisee with opportunities for growth
and greater profit potential.
• The franchisor will have fewer franchisees to manage than
they would if new franchisees were recruited for each
site or territory.
This can be a very effective method for franchisee recruitment
and franchise growth; however, franchisors need to cater for
multiple-unit franchisee field support needs.
Multi-unit franchisees require different types of field support to
single unit operators, with a greater focus on human resources
and other areas; a multi-unit franchisee needs to move to a
more complex management role and will therefore need to
develop greater skills in business management. They will need
support to move from constantly working ‘in the business’
to working ‘on the business’, where they will need to build
effective teams and learn how to delegate.
Franchisee recruitment tip #4
Recruit people with small business ownership experience
Our research shows that franchisees with small business
ownership experience often make superior franchise operators.
They already have a good understanding of business, so there’s
less for them to have to learn.
Becoming a franchisee can also make business easier for
independent operators, as they can access support from
the franchise head office, including marketing, economies
of scale for any products used, environmental scanning and
This may involve conversion franchising, where a franchisor
approaches existing independent operators in their industry to
Franchisee recruitment tip #5
Seek out people who have strong personal drive
strong personal drive is one of the top characteristics you can
look for in a franchisee.
Our research shows that people with strong personal drive
make superior franchise operators, so during franchisee
recruitment processes, franchisors should select people who
can demonstrate this trait.
One way to assess strong personal drive may be through
psychological testing, such as using the Myers–Briggs Type
indicator assessment, or another personality test system.
People with strong personal drive are those who set goals and
achieve – or even over-achieve – them. They are also the type
of people who don’t get despondent when something goes
wrong, rather seeing the situation as a challenge that motivates
them to perform better.
Franchisors will really benefit from identifying these people
during their franchisee recruitment processes.
Professor Lorelle Frazer is the Director of the Asia-Pacific Centre for
Franchising Excellence at Griffith University. The Centre was created
in 2008 with the goal of consolidating and combining the wide variety
of information available for franchisees and franchisors. In addition to
this wealth of practical franchising knowledge, the Centre also offers a
wide range of franchise courses (online and face-to-face), professional
development events, online seminars, research reports and more. See
more at: www.franchise.edu.au.
Our research shows that franchisees
with small business ownership
experience often make superior
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