Let’s talk about a hot topic that’s been on the minds of many Australian businesses recently – retention. With post-COVID career burnout becoming a real and pressing issue for many people, retention has become the number one priority for many businesses looking to keep their employees happy and motivated.
But did you know that this restlessness and deep reflection that’s been going on among the population at large can actually be an opportunity for franchisors looking to grow their business? That’s right, by offering a solution to those seeking a change, franchisors can take advantage of this unique moment in time.
According to a recent survey by the Australian HR Institute, a staggering 40% of employees have experienced burnout since the start of the COVID-19 pandemic. That’s a significant number, and it highlights just how important it is for businesses to address this issue and provide a solution. So, let’s explore how franchisors can tap into this opportunity and help those who are feeling burned out find a new sense of purpose and fulfilment.
Address pain Points:
As a franchisor, it’s important to recognize that many people are experiencing burnout in their careers due to the pandemic. But did you know that your franchise opportunity can provide a solution to those seeking a change?
Lots of people who are feeling burned out by their 9-5 jobs in Australia are struggling with a lack of fulfilment, boredom, stress, and feeling undervalued. So, it’s crucial to develop a message that addresses these pain points and offers a solution. By creating social media campaigns that showcase the benefits of your franchise and how it can improve one’s quality of life, you can reach potential franchisees and show them how your business can help.
Let me give you an example. Anytime Fitness is a franchise that does an excellent job of addressing the pain points of burnout. They market themselves as a solution to the stress and lack of fulfilment associated with traditional office jobs by offering the opportunity to own and operate your own fitness centre with the support of a franchise system. By highlighting how your franchise can provide a sense of purpose and a more balanced lifestyle, you can attract potential franchisees who are seeking a change from their current work situation.
Emphasise work-life balance in your content:
It’s no secret that the pandemic has had a significant impact on our work-life balance, and many people are now seeking work that offers more flexibility and a better balance between their professional and personal lives. As a franchisor, you have a unique opportunity to appeal to those who are looking for a change by emphasising how owning your franchise can help individuals achieve better work-life balance.
By highlighting the benefits of your franchise, such as flexible hours and the ability to work from home, you can attract potential franchisees who are seeking a better work-life balance. After all, a franchise can offer a unique opportunity to take control of one’s schedule and work on their terms. Staying honest and truthful of how business operation works and efforts required is equally as important.
Let’s take a look at another great example – My Home, a residential, up-market cleaning company. My Home targets people who are feeling burned out from the 9-5 grind with the promise that they will be working on the business, not in it. By emphasising the flexibility and control that comes with owning a franchise, My Home is able to attract potential franchisees who are seeking a better work-life balance.
So, if you’re a franchisor looking to grow your business, remember to highlight how your franchise can help individuals achieve better work-life balance. It’s a pain point that many people are seeking to address, and by providing a solution, you can help potential franchisees find a new sense of fulfilment and purpose.
Emphasise flexibility:
If you’re a franchisor looking to attract potential franchisees who are feeling burnt out from their 9-5 jobs, one of the key pain points to address is the need for more flexibility in their work schedule.
That’s where your franchise comes in – by highlighting the flexibility offered by your franchise, whether it’s the ability to work remotely or set their own hours, you can appeal to those who are seeking a better work-life balance. Many people are looking for work that offers more flexibility, and as a franchisor, you have the opportunity to provide just that.
So, whether you offer the ability to work from home or set one’s own schedule, make sure to highlight the unique flexibility that comes with owning a franchise. It’s a key selling point that can help potential franchisees find a new sense of balance and fulfilment in their work.
Provide value:
As a franchisor looking to grow your business, one of the best ways to establish yourself as an authority in your industry is by offering value to your potential customers.
One way to do this is by providing free resources, such as webinars or events, that can help potential franchisees learn more about your brand and the industry as a whole. By offering these resources, you can showcase your expertise and provide valuable information that can help your target audience make informed decisions.
Not only does offering free resources help to establish your brand as an authority in your industry, but it can also build trust with your target audience. By providing value upfront without asking for anything in return, you can show potential franchisees that you are invested in their success and are committed to helping them achieve their goals.
Leverage franchisee testimonials:
Testimonials from your franchisees on how the business has improved their quality of life is powerful. Demonstrate real people, expressing real experiences, who were once jaded by their 9-5 job and found your franchise as a solution to their problems.
Providing support should be clear in your messaging:
We all know that making the decision to leave a job and start a new business can be daunting, which is why it’s crucial that your messaging makes it clear that you’re here to provide support and guidance.
One way to do this is by offering resources such as coaching or training programs that can help individuals navigate the challenges of running a new business. By doing so, you can reassure potential franchisees that you’re invested in their success and are committed to helping them achieve their goals.
A great example of a franchisor who does this well is Aussie Pooch, a mobile dog wash and grooming service. They offer a comprehensive training program to new franchisees, but what really sets them apart is their Lifelong Skill Development & Support Program. This program provides ongoing support and training to franchisees for the lifetime of their business.
With resources such as a 24/7 online forum, bi-monthly newsletters, seminars/conferences, and even a Certificate III in Entrepreneurship & New Business, franchisees can be assured that they will receive the support they need to succeed. And if that wasn’t enough, they also offer Government Accredited Courses such as Cert III in Pet Grooming & Cert IV in Pet Styling to further develop their skills.
With these resources, franchisees can feel confident that they won’t be alone when managing their business, and can focus on providing top-notch service to their customers.
With the use of content and social media, strong messaging around work-life balance, remote work options, and providing support, will allow you to have pertinent conversations with prospects that can grow your business
That’s a wrap! We hope you found these tips helpful in navigating the world of franchising post-COVID. Remember, it’s important to keep in mind the pain points and desires of potential franchisees, and tailor your messaging accordingly. And don’t forget to provide support and resources to help your franchisees succeed. Happy franchising!
