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TRANSCRIPT
How to Recruit Veterans to Grow Your Brand with New Successful Leaders and Franchisees
Chris Adkins, CFE
Art Coley, CFE Reed Nyffeler Moderator: Jeff Bevis, CFE
The UPS Store Vice President,
Franchise Development
InXpress Chief Development
Officer
Signal 88 Franchise Group
Founder & CEO
FirstLight Home Care Franchising
Co-Founder & CEO
OBJECTIVES FOR TODAY’S SESSION:
● How do you know veterans are right for your brand?
● How do you recruit veterans to grow your brand as employees? What makes for a good employee?
● How do you recruit veterans to grow your brand as franchise owners?
How Do You Know Veterans are Right for Your Brand?
● Strong data to support it
● Systems and processes align closely with military
Keys from Art
How Do You Know Veterans are Right for Your Brand?
● They protected their country, now they can protect their community
● Their discipline aligns with your plan
● Our clients want to “support veterans”
Keys from Reed
How Do You Know Veterans are Right for Your Brand?
● Culture
● Structure
● Competitive Edge
Keys from Chris
How do you Recruit Veterans to Grow your Brand as Employees?
● “Purpose – Path – Plan”
● Help them understand the purpose. Our purpose: “We’re here to provide Peace of Mind to pursue passion in life”.
● Help them understand their Path, career path
● Help them understand the Plan – Clear Job Objectives and Activities
Keys from Reed
How do you Recruit Veterans to Grow your Brand as Employees?
● Training
● Leadership
● Discipline
Keys from Chris
How do you Recruit Veterans to Grow your Brand as Successful Franchise Owners?
● Advertising
● Awards & Rankings
● Conferences
Keys from Chris
How do you Recruit Veterans to Grow your Brand as Successful Franchise Owners?
● Tell A Story
● Military Shows
● VetFran
Keys from Art
How do you Recruit Veterans to Grow your Brand as Successful Franchise Owners?
● GO where they do not want to be and advertise so they see it while on deployment
● GO where their peers are – They trust their teams
● GO where their family is – Spouses want them back and to support their investment
Keys from Reed
Programs or Tools to Utilize to Recruit Veterans as Employees
● Special Operations Forces Exchange (SoFex)
● Establish goals to hire specific number of veterans
● Encourage volunteer activities with veteran connected organizations
● Military Financing
● VetFran
Keys from Our Panel
Programs or Tools to Utilize to Recruit Veterans as Franchise Owners
● Special Operations Forces Exchange (SoFex)
● VetFran discount
● Promoting benefits of award-winning Training for new owners
● Structuring FranDev dept so team members ARE veterans to be matched with veteran candidates
● USA Today Advertising example, blogs for awareness, waived initial franchise fee for 20 new franchises acquired by new veteran owners
● The UPS Store examples
Keys from Our Panel
The UPS Store
● Ads
Recruiting Veteran Franchisees
The UPS Store
● Thought leadership
Recruiting Veteran Franchisees
The UPS Store
● Veteran-specific content on franchise site
Recruiting Veteran Franchisees
The UPS Store
● Video testimonials
Recruiting Veteran Franchisees
The UPS Store
● Veteran-focused blogs
Recruiting Veteran Franchisees
The UPS Store
● Operation Enduring Opportunity
Recruiting Veteran Franchisees
Programs or Tools to Utilize to Recruit Veterans as Franchise Owners
● Signal 88 examples of targeted events attending in 2018
– SACC (Service Academy Career Conference)
●Wash DC May 10-11
●San Diego Aug 23-24
●San Antonio Nov 1-2
●Go to https://sacc-jobfair.com/
Keys from Our Panel
Programs or Tools to Utilize to Recruit Veterans as Franchise Owners
● Signal 88 examples of targeted events attending in 2018
– Recruit Military at https://recruitmilitary.com/
●Raleigh NC Jan 25
●Jacksonville FL Feb 15
●New Orleans Mar 1
●Boston MA Apr 5
● Signal 88 Franchise Development advertising sample
Keys from Our Panel
Signal 88 Sample Advertisement
Programs or Tools to Utilize to Recruit Veterans as Franchise Owners
● InXpress sample advertisement
Keys from Our Panel
Programs or Tools to Utilize to Recruit Veterans as Franchise Owners
CONCLUSIONS: How do you know veterans are right for your brand?
● Data; military systems & process aligns; successful results (InXpress)
● Military experience aligns with Purpose, Path, Plan of your brand (Signal 88 Security)
● Culture, structure, competitive edge approach of your brand aligns well (The UPS Store)
CONCLUSIONS: How do you recruit veterans to grow your brand as employees?
● Help the veteran to understand what Purpose, Path and Planthey desire and how it matches to your brand (Signal 88 Security)
● Create Training offerings, enable Leadership development and show success of Disciplined pursuit (The UPS Store)
CONCLUSIONS: How do you recruit veterans to grow your brand as franchise owners?
● Targeted Advertising + promotion of Awards & Rankings + attendance at Conferences, events for veterans (The UPS Store)
● Tell your Brand Story + attend Military Shows, events + join, leverage VetFran membership, resources (InXpress)
● GO where they do not want to be (advertise during deployment) + GO where their peers are (trust in their team) + GO where their family is, spouse wants them back (Signal 88 Security)
OPEN Q & A - WRAP-UP
● What additional questions do you have for our panelists or moderator?
● We appreciate your session participation!
● All panelists and the moderator will remain post-session today and welcome your individual discussions if we can assist, provide more guidance regarding today’s VetFran session
topics to help you grow your brand!