RECRUITMENT + RETENTION = GROWTH
Tips for growth

Unit growth is one of the most challenging (and important) areas for franchise system managers. Without recruitment there can be no unit growth, and slow growth can leave fledgling franchisors struggling to break-even. A well-designed recruitment strategy provides a solid foundation for overall success.

Attracting Prospects
There are numerous methods for attracting prospects. Many franchisors will have begun this week with a fistful of leads from the Business Opportunity Expo, held in Auckland over the weekend. Expositions are one valuable mode for advertising franchise opportunities, yet there are a number of others.

Print advertising is an important alternative. Where you advertise will depend on your ideal franchisee profile. For example, if you’re looking for lawyers to join a legal franchise, don't advertise first in the NZ Herald - consider a Law Journal, trade magazine, or even direct mail. Franchise New Zealand Magazine is an example focused solely on franchising. Remember to target your advertising.

Winning leads through a well-targeted PR programme can also be very effective and cost efficient – yet is often overlooked by franchisors. Prospective franchisees will believe editorials more than advertisements, so put your writing hat on (or get help) and create an interesting story about your franchise. The better written, and the more newsworthy, the more likely news media will run it. Also remember, the more targeted the story to the media outlet and contact, the more likely it’ll appear in print! www.franchise-chat.com, is an internet based, media outlet (owned and operated by one of our consultants) that will accept and publish well written press releases free of charge.

Finally, never underestimate the importance of successful incumbent franchisees, and satisfied customers, in the recruitment process. Both will normally be the output of a good franchise system. And like editorial, both are viewed as impartial.

Once expositions, advertising, public relations and word of mouth starts generating leads you'll need a plan of action for dealing with enquiries. Tips for following-up will be the focus of the next edition.

Until then, feel free to contact Franchize Consultants (NZ) Ltd to help you plan and implement your recruitment programme.

For more information contact Win Robinson on 09 523 3858 or email (win@fcnzl.co.nz)

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