global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

Franchise recruitment: who to target, and how to support them

Franchise recruitment: who to target, and how to support them

Five different kinds of franchise prospect; each of which could make an excellent addition to your growing network

After more than 40 years in franchising, Neighborly’s seen it all. And what we’ve learned throughout the evolution of our franchise system is that every franchise prospect – regardless of their background – brings something unique and beneficial to the table…if you know how to work with them.

Here are five of the most qualified categories of prospects, what they can offer your business, the unique challenges and opportunities they present, and how you can support them to become successful franchise owners.

A new start

First, there are those looking to launch their second careers. Perhaps they have grown tired of climbing the corporate ladder, or they’ve reached retirement age but aren’t ready to sit on the sidelines.

In either case, they very likely possess a variety of skill sets they may not even realize give them the tools they need to be a successful franchise owner. Corporate professionals understand how to follow a model and manage teams of people – talents which are perfectly suited for franchise ownership.

However, one of the roadblocks this audience faces is coming into the realm of franchising well versed in some areas like managing finances but lacking in experience with other spaces such as marketing efforts or running payroll. It is important to note that with the right training system in place, passion and the willingness to learn can carry these individuals a long way.

“Entrepreneurs have grit but need even more assurance to buy into trusting and adhering to your franchise system”

Strong investment

Next, we have what I like to refer to as the investors crowd. These people are your entrepreneurial stakeholders looking to broaden their portfolios after previously proving their business acumen through the ownership of other businesses.

Their extensive business profile sets them up to be natural-born leaders, with years of management experience to help them navigate the launch of a new business endeavor with increased ease.

This is the candidate who comes to your franchise looking for the opportunity to build an empire, which means they’ll be eager to support your brand’s overall growth goals as they pursue expansion and diversification.

Of course, the risk here is that the individual’s drive for personal portfolio growth may outweigh their passion for your brand. They may not be as involved in the day-today operations, and depending on your business model, that could be detrimental to the success of the individual franchise locations.

As you learn more about the candidate throughout the process of vetting them, you should look out for indicators not only of how their experience will benefit them as a franchise owner with your business, but also what their dedication level to your particular brand might be. If your system is not yet scalable for a less hands-on owner, you might want to address that.

Converting experience into success

Individuals who come to franchise development through conversions have the unique ability to build upon the foundation they’ve already established within their community.

Targeting this group can be an especially effective strategy for brands looking to enter new markets as it gives you access to an already established client base, and it gives the independent operator a chance to become part of a larger, more established brand rather than suddenly having to compete against a larger, more well-known and better funded brand.

Issues you may run into with conversion franchise owners is that they simply struggle with making the transition from the way they run their hand-built business to abiding by your franchise system. Once again, having a proven, effective system in place can reduce any uneasiness the owner has about adopting your practices.

Disciplined partners

Military veterans are often some of the most qualified prospects you will find because military training gives them the perfect mix of discipline, self-sacrifice, determination and grit needed to run a successful business.

They are used to following procedures and systems and understand the importance of both. They are not afraid of hard work and often excel at setting goals and creating plans and strategies to carry those goals through to completion. Investing in these individuals can pay off in numerous ways.

On the other hand, military veterans are used to daily instruction. A challenge they often have to overcome in franchising is learning how to become comfortable in their ability to lead without commanded protocols on a daily basis. Fortunately, the leadership abilities they’ve developed typically help them overcome this challenge, and they embrace “being their own boss” once they have the right training to execute on that vision.

Startup superstars

Any person who has the drive to build a business from the ground up such as a startup, will understand the work it takes to create and support a franchise branch. These people are entrepreneurs who are comfortable taking calculated risks with the goal being to grow and maintain a successful business.

Startups have the benefit of their passion and determination behind their ability to put everything into their business. Their hard work comes from experience starting at the bottom, oftentimes on a shoestring budget, so their financial literacy is also in check.

Something to look out for when targeting startups is making sure you can provide them with detailed instructions that must be followed to support your company’s operation. Entrepreneurs have grit but need even more assurance to buy into trusting and adhering to your franchise system.

While the challenges these audiences face differ, each type of prospect offers unique abilities that can add exponential value to your company’s franchising efforts. In order to support them amidst their difficulty, in true franchising fashion, you need a system that will be able to serve them all despite their differing needs.

Trying to address each audience individually is not a very practical way to build a scalable business strong enough to support change over time. The key to being able to support each prospective target is by implementing a conventional system that can be easily followed no matter what background the franchisee comes from, while also withstanding change over time. The success of a franchise owner is only as good as the system behind it.

The author

Brad Stevenson is chief development officer for Neighborly. In this role as a key member of the organization’s growth team, Brad is a driving force behind developing and implementing Neighborly’s aggressive strategic initiatives for North American franchise development

Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: