6 Steps to Attract Veteran Franchise Owners: Sharpening your recruitment program can help your franchise hit the mark.

Author:Coley, Art

Veterans make great candidates for franchisees, regardless of the brand. Objective and subjective data support this conclusion, but how do you know if veterans are right for your brand? Regardless of the size and age of your brand, these six steps can help recruit successful franchisees from the pool of veterans leaving the armed forces.

Pursuing military veterans as candidates makes sense for numerous reasons, including:

* Available financing options

* A defined pool of accessible candidates

* Ability to implement a process, system, and standard operating procedures

* A strong degree of discipline, loyalty, and commitment

Review these six steps to learn whether military veterans are right for your brand and develop your own approach.


Data mine your current group of franchisees and their performance, separating out those with military experience. If you're a start-up or emerging brand with a limited number of new franchisees you can benchmark against other franchise brands in your industry segment or one that is similar.


Does the data show that veterans perform better? Are unit sales and profits better among veteran franchisees? Do veterans get through training and onboarding more quickly with faster days to dollars? Is there participation and engagement with the support team at a higher level? Assuming you can quantifiably validate that veterans do better with your business model than non-veterans... develop a strategy and game plan to recruit from this quality pool of candidates.


Connect with this group and share your findings with them. Make certain they understand your point of view. Tell the story of your veteran franchisees. Create a one-page PDF like the sample shown here as a tool to share this information. Tell those stories online, in print ads, on banners in your booth at shows and in all your lead generation efforts. Keep it simple. It's the story with a picture; that's it. Compared with fishing... such stories serve as the bait.


Plan the next 12 months for your veteran recruitment program. Set your recruitment signing and...

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