'Should I invite this prospective franchisee for an interview or not?'
Recruitment
Pre-selection
The 'preselection' phase is undoubtedly the most important phase when it comes to cost-efficient working. It is also referred to as 'separating the wheat from the chaff.' In the two preceding parts of this series, the preparation and recruitment process have been explained. Once the first applications for your franchise formula start coming in, your preselection begins. You can conduct the preselection using four methods, often a combination of the following:
- Self-selection
- CV and application form
- References and recommendations
- Telephone screening
Self-selection
As the word 'self-selection' suggests, the prospective franchisee initially selects themselves. This is done through a clear presentation of the franchise opportunities. The first introduction of the person to your formula is usually online, through print media, or via contact with one of your franchisees.
The person reflects your franchise formula from their own perspective. They will ask themselves, 'Does the formula suit me?' With the right promotional texts, key figures, and other expressions, enthusiasm will increase. If the person does not see themselves fitting into the franchisee profile, they will not apply.
Note: Be meticulous in your choices for texts, key figures, and other expressions. Poor choices can lead to fewer applications or even damage your image.
CV and application form
As a franchisor, you want to know who you are dealing with. Therefore, you request the CV and have the prospective franchisee fill out an application form. You assess the CV and the application form. You mainly focus on work experience, education, skills, hobbies, and general interests. The application form asks about specific and personal circumstances of the prospective franchisee. If a motivation letter is included, you also pay attention to the writing style, any spelling mistakes, and whether the prospective franchisee describes aspects like personal ambitions and their added value to your franchise formula.
References and recommendations
If a prospective franchisee provides references, you may choose to verify them. However, research shows that references are generally not very reliable. To increase their validity, you should check multiple references. Do this using a fixed questionnaire and compare the results to assess whether they match. This also applies to recommendations from potential franchise entrepreneurs. Recommendations often come from your staff or existing franchisees. Because your staff and franchisees are often not the best recruiters, you need to consider how to handle such applications.
Tip: Koelewijn & Partners advises always referring to the standard recruitment procedure (in other words: apply through the standard procedure).
Telephone screening
Does the prospective franchisee fit the profile you are looking for? If so, it is advisable to conduct a telephone screening. During this phone call, you can interview the person and assess them based on the hard requirements of the profile. Does the prospective franchisee meet certain criteria such as specific knowledge, experience, do they live in the service area where the franchise is starting, and is there sufficient capital available to start? If there are insufficient points of connection with the profile you are looking for, it is wise not to invite the prospective franchisee for an introductory meeting. This will save you time and likely yield nothing. You separate the wheat from the chaff.
Note: During the telephone screening, you will be speaking to the prospective franchisee for the first time. It is understandable that you will immediately get a 'gut feeling' about whether the person fits your formula or not. Although this is often a good indicator, you should not let it guide you. Assess the prospective franchisee in this phase mainly on measurable criteria.
Tip: Koelewijn & Partners finds it important that the prospective franchisee visits at least one location (if applicable within your franchise formula) before a meeting takes place. Ask the candidate to do this. It is remarkable how many people show interest without ever having practically acquainted themselves with the franchise formula.
Invite or reject?
The candidate of today is the franchisee of tomorrow. Therefore, it is important that everyone who applies deserves proper handling. If you find that a prospective franchisee does not fit sufficiently within your franchise formula, send them a polite email or call them and explain your judgment. The prospective franchisee may not fit the profile right now but can further develop and later join as a franchisee. Additionally, a poor experience for a prospective franchisee will also damage your image as a franchisor. The reverse is also true. If you treat your candidates properly, it will have a positive effect.
If you invite the prospective franchisee, confirm it by email and start building the dossier immediately.
