What worked in franchise recruitment last year isn’t necessarily delivering results in 2025. That was the key message from attendees at a breakfast event to explore the challenges and solutions in franchise recruitment.
Franchise recruitment remains a key concern for Australia’s franchising sector, with 43.1 per cent of surveyed franchisors listing it as a top concern in a recent Australian Franchise Pulse Check survey.
At the event hosted by FRANdata, many franchisors reported that the recruitment process is taking longer and proving more challenging than in previous years.
Some franchisors said Meta is proving less effective in bringing in appropriate leads, its low-cost option seen as a false economy. Instead, franchisors are looking to concentrate on channels delivering better returns.
Other key points raised at the event included:
- the importance of a specific franchise recruitment marketing budget
- the need for a strategy that delivers relevant content and a structured content marketing plan
- more targeted marketing
Some franchisors find addressing finance early on in the recruitment discussion a valuable approach; others have embraced vendor financing to help get good candidates signed up.
Another area franchisors are considering is how their sales commission structures impact recruitment results and the best way to ensure signing up franchisees also delivers long-term success for the network.
