Franchise Communications

Small Franchisor? No Problem -- Good Morning WSJ

in San Antonio this year, we noticed a trend – a trend in opinion. Every single franchisor is trying to figure out what’s next in developing qualified franchise leads. Unfortunately, though, just like the last 50 years of IFA, I doubt the next 50 is going to produce that magic bullet.

The same goes for PR.

While our methodology may not be the ultimate solution, it is working. Case-in-point, we have a 10-unit tax preparation concept that we just placed in the Wall Street Journal. Take a peek at the online story, but take a good look at the print story – a giant photo of the CEO, Nick Rizzi, full of branding and powerful words – including our favorite, franchising. Additionally, we placed our supplier client, Store in a Box, and our powerhouse brand, Qdoba, in the story.

Old technology would have been us praying for this story to appear. New technology was us taking control.

Over the last year, we have eliminated the term “PR” and replaced it with progressive communications, a fine-tuned blend of Social Media + Traditional PR that is built on relationships. This story wasn’t chance. It was built from a relationship with a reporter – a reporter who understands that when No Limit calls, we are actually calling with a story.

This is just one example of our relationships coming to fruition. Three hour segment on Fox & Friends; a return visit to Fox & Friends; Business Week, New York Times, 15 + WSJ interviews; local press that drives franchise leads; local TV that drives consumers; Social Media that interacts; Associated Press; Reuters; Fox Business; CNBC. This is what progressive communications tastes like.

One of the most challenging aspects of running a progressive communications firm focused on franchising is training the employees to understand how to effectively use our communication outlets for driving franchise leads, consumer awareness and overall branding for our clients Another challenge has been finding the RIGHT employees who will fit our strict bill of premiere staffers. We try to strengthen our process by hiring this elite/higher tier of employee – which we have had the fortune of doing so with our current stuff. However, as our growth continues, finding the right NEXT employee candidate has been challenging, in part to the lack of creativity/passion and carelessness shown in applications.

We want elite employees – and only those who are willing to go the extra mile for our clients while passionately fighting for their success.

Thankfully, our growth has been maintained. Alongside our growth has come the need to hire the more elite employee profile. However, I have been greatly disappointed by the lack of passion, creativity and carelessness made by the majority of those applying to work at No Limit.

Franchisors experience these same problems. They are over flooded with under qualified candidates. Good thing for us – we are experiencing the same thing – isn’t that called walking in the shoes of?

Much like a good franchisor, we have set our qualifications high. Much like a franchisor, by doing so, we hope that having a stronger staff will make for team members who are long lasting and can survive any challenge thrown their way.

In order to earn a spot at our discovery day (interview) a candidate must first show experience. If you are a franchisee and have a background in service concepts, chances are the elite restaurant systems won’t qualify you. Similarly, if you have a background in something other than PR, Social Media, journalism or communications – you won’t be a fit for us.

For a franchisor, they want precision. Someone who can follow a system. We are the same.

During our application stage, applicants should spell check, research our brand, understand it and develop a passion for it – as detailed in their cover letter. By following these steps, a candidate can instantly lift themselves into the next step – our discovery day.

We have used Social Media tactics – Facebook, LinkedIn, Blogger and Craig’s List to open the floodgates of resumes. More than 90 percent of them had either/or both spelling errors, no cover letter, poor facts, and no creativity/passion, which amazes me, especially since the fight MUST be top notch to stand out to an employer. No wonder high unemployment rates exist.

Similarly, this economy has forced franchisors to buckle down on candidates who fit the bill of a future franchisee. They are being stricter to limit bad franchisees. We are the same.

Thus, if you want to be a franchisee – STAND OUT. Franchisors don’t want sub-par zees, and we definitely don’t want careless, sub-par employees.

Posted by NICK POWILLS