Developing an employment brand is both an art and a science. It reflects the true experience of working within your business: how people are treated, what is expected of them, how they are developed, and how that experience is demonstrated to the outside world.
For franchisees, the strength of this employment brand is often the single greatest differentiator in attracting and retaining top talent.
Hiring the right team members requires a deliberate, non-transactional strategy that is fully integrated into every aspect of your employment brand. When done well, it becomes a powerful competitive advantage.
When neglected, it quickly becomes one of the greatest pain points in the business.
There are four key areas every franchise owner should assess to ensure they have built a strong employment brand.
Do you have a clearly defined employment brand strategy?
If your employment brand strategy is not written, it is not real.
Hiring the right people begins with clarity. A strong employment brand strategy defines who you are as an employer and why someone should choose to work with you — and why they would continue working with you. This includes a clear articulation of your brand essence, the “why” behind your team selection (and their selection of you), the pillars that support your culture, and the processes and programs that bring the brand to life.
A written strategy creates alignment and accountability. It allows you and your leadership team to be intentional, consistent, and purposeful in the decisions you make and the behaviours you model every day.
Do you actively measure employee turnover and employee satisfaction?
What gets measured gets managed.
There is no professional sports team, airline, or high-performing organization that does not measure the drivers of its success. As a business owner, measuring revenue and profitability is essential, but these are outcomes, not inputs. They are the result of the systems, culture, and leadership that exist within your organization.
If you track customer satisfaction, return rates, or operational KPIs but do not measure employee satisfaction and turnover, you are implicitly stating that your people are not a priority. Establishing clear targets and measuring consistently allows you to identify trends, understand your team more deeply, and grow as a leader.
Is hiring treated as a task — or as part of your employment brand?
Hiring is often treated as a standalone task: a reaction to a vacancy that needs to be filled.
Hiring is simply one expression of your broader employment brand.
To hire the right people, you must first attract the right people. Ask yourself: why would someone choose to work at your business instead of another employer down the street? The answers to that question form the foundation of your employment brand.
Equally important is how that story is shared. Are you a strong leader and a great employer? Who knows that outside your organization? Do you foster a progressive, inclusive culture? How is that communicated? Do your employees and their families genuinely enjoy being part of your business? Is that pride visible in the community?
An effective employment brand is not something you say; it is something others say about you.
Are you a sought-after employer?
If online job boards are your only or primary source of applicants, you are missing a significant portion of potential talent.
A sought-after employment brand attracts interest even when positions are not available. It generates inbound inquiries, unsolicited résumés, and ongoing conversations with individuals who want to be part of your organization in the future. These relationships allow you to build a pipeline of talent rather than constantly reacting to vacancies.
Being a sought-after employer means having more qualified applicants than open roles, nurturing relationships over time, and creating opportunities when the right people emerge — not just when a position becomes vacant.
Whether you operate a quick-service restaurant, a service-based business, a seasonal operation, or a company requiring extensive training, a strong employment brand strategy ensures you are never starting from scratch when hiring.
A sought-after brand is not just a place people want to work — it is a place they choose to stay.
