Building a Buyer Centric Franchise Recruitment Process
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This document discusses building an effective buyer-centric recruitment process for franchises from lead generation to signing a deal. It outlines the franchise buyer journey, noting that 67% of buying decisions are made digitally. It breaks the journey down into phases from top of the research funnel to backend recruitment process. It emphasizes using targeted content to educate and empower buyers at each stage, especially self-directed early stages. The document provides examples of content and strategies for different phases of the buyer journey to influence buyers and move them through the process.
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Building a Buyer Centric Franchise Recruitment Process
- 1. Franchise Performance Group franchiseperformancegroup.com Helping Franchise Brands Become Iconic Building a Buyer-Centric Recruitment Process From lead generation to signing a deal
- 3. www.franchiseperformancegroup.com 67% of the buying decision is made digitally — Forrester, SiriusDecisions
- 4. www.franchiseperformancegroup.com Buyers do a ton of research ALL LEADS Website visits 3.5 Total time on site 20 minutes BUYERS Website visits 16 Total time on site 172 minutes
- 5. www.franchiseperformancegroup.com Buyer phases Top of the research funnel Anyone researching franchising as a career option Mid-research funnel Anyone who is researching your brand as a career option Early recruitment process Lead who leaves contact information and is pre-qualified Backend recruitment process Any qualified buyer who fills out a franchise application
- 6. Content should aid each step — especially the self-directed steps Should I start a business? Research starting a business Should I consider a franchise? Which franchise? Which industries or business models? Which brands? What about your brand? Am I willing to share contact info? Am I willing to talk? Am I interested enough to turn in an applicatio n? Validation Deal TOP OF FUNNEL SELF-DIRECTED RECRUITMENT PROCESS RECRUITMENT PROCESS MID-FUNNEL
- 7. Otherwise, you have little ability to influence them until here: Should I start a business? Research starting a business Should I consider a franchise? Which franchise? Which industries or business models? Which brands? What about your brand? Am I willing to share contact info? Am I willing to talk? Am I interested enough to turn in an applicatio n? Validation Deal DIGITAL MARKETING, CONTENT STREAMS AND WEBSITE SELF-DIRECTED (RESEARCH FUNNEL) RECRUITMENT PROCESS RECRUITMENT PROCESS
- 8. Your franchise information site is mid-funnel and is at the heart of your content strategy Should I start a business? Research starting a business Should I consider a franchise? Which franchise? Which industries or business models? Which brands? What about your brand? Am I willing to share contact info? Am I willing to talk? Am I interested enough to turn in an applicatio n? Validation Deal
- 9. www.franchiseperformancegroup.com Content should: Educate – Equip – Empower – Engage - Eliminate obstacles At each stage of the journey
- 10. Top of the funnel content At the top of the funnel, it’s critical that you have a strong buyer persona. Messages should be targeted to specific personas/buyer stages. eBlast targeting remodeler email list Facebook Newsfeed Ad, targeting people similar to buyers LinkedIn Sponsored InMail, targeting career profiles
- 11. Half of the buyer journey happens before the candidate even reaches your website. Your goal should be twofold: Provide helpful info and drive traffic to your site. Tools to aid in self-directed research Onsite SEO • PPC • Social • Retargeting Consumer site • Referral Links • PR Portals • Video • Email • Influencers Sponsored Content • Other
- 12. Your site should have a clear call to action. We like to offer Business Model eBooks as a value-add. It can (and should) also be leveraged in other marketing channels.
- 13. Example
- 14. Engagement Email • Texts • Social Media Video • PR • Webinars • Other Your first conversation is NOT the end of your content strategy Use your existing content library to help educate and engage them. Is there a gap you can’t fill? Create a new piece of content to address it.
- 15. Lead nurture examples eBlast targeting existing leads Text automation and easy scheduling.
- 16. Immediate needs; long-term goals Essential must-have’s • A strong website with rich content • Solid Analytics to understand what is working and what is not • Data to buyers back to specific lead generation efforts. (Generating leads is easy. Generating buyers is hard.) Long term benefits • More brand awareness • Stronger search engine visibility • More engaged prospects • More educated leads • Faster lead-to-close times • More efficient marketing spends
- 17. Skills and potential gaps Digital-Age Recruitment Strategist knows Old-School Recruiter knows: Consumer brand strategy and how to integrate franchise development into overall brand strategy Unlikely How to identify, improve, and articulate the value proposition of the franchise opportunity Maybe Targeting franchise buying groups who have what it takes to win and deliver on the brand promise Maybe Financing strategy allowing new and existing franchisees to be expansion-ready Maybe Market penetration strategy (what markets to go into and when) Maybe Lead generation strategy and budgeting (SEO, PPC, retargeting, social media, email blasts, portals, PR, etc.) Unlikely Content strategy and execution: Website content (graphics, video, infographics, narrative text) and distribution at all research phases Unlikely Franchisee recruitment process design: What is every step of the buyer’s critical path, and what needs to be delivered and tracked to improve pipeline efficiency. Unlikely Facilitating a franchise-franchisee mutual investigation process Maybe
- 18. Functions your team will need Content Producer Content Promoter Pre-Qualifier Deal Closer
- 19. FPG’s Mission Help franchise recruiters develop the skills needed to pull off this strategy Upcoming courses FPG University will cover: How to design a strong franchise opportunity website Defining Buyer Personas and understanding their story Brand Storytelling. Setting your brand apart through stories. Digital marketing tools for Lead Generation Planning and using Lead Nurturing content Measuring and optimizing your efforts
- 20. The FPG Difference We design full-funnel recruitment processes from the bottom of the funnel up, based on a deep understanding of franchise buyer behavior. Over 100 years franchise development experience Helped over 120 brands 4,000+ deals done
- 21. Stay in touch. Stay informed. LinkedIn FPG moderates a Franchising Thought Leaders, a Group where franchising pros discuss challenges and solutions. Subscribe to our email list http://eepurl.com/dgoLdj Future of Franchising Get a PDF copy of Joe Mathews latest book, predicting an industry shakeout and what will determine who wins.