If you run a franchise business, attracting good people probably feels harder than ever - and it is.
According to the ManpowerGroup Talent Shortage report, 75% of employers globally struggle to fill roles, which is the highest level recorded in 17 years.
And in franchised industries like hospitality, retail, health, and fitness, the challenge is even sharper with high turnover. The U.S. Bureau of Labor Statistics reports annual turnover rates of a shocking seventy percent in accommodation and food services.
That’s why employer branding for franchise businesses has shifted from a “nice to have” into a commercial necessity.
In this article walks through how can build your employer brand in clear, logical steps, so franchise leaders, HR teams, and recruiters can attract top talent to your franchise business.
Why Does Your Employer Brand Matter?
Employer branding is simply how people perceive you as a place to work, and it’s shaped primarily by what employees say.
In a franchise business, employer branding is even more complex as it must work across:
- Head office and support teams
- Dozens or thousands of franchise locations
- Different local cultures and labour markets
That’s why a one-size-fits-all careers page doesn’t work, as candidates want to see real people, real managers, and real locations.
LinkedIn’s Global Talent Trends report shows that 75% of job seekers consider an employer’s brand before even applying, so if your brand isn’t visible or believable, candidates simply move on.
Your employer brand (why people want to work for you) needs to be authentic and real.
Step 1 - Use Vouch To Showcase Real Employees
If there’s one tool that has changed employer branding for franchise businesses in recent years, it’s video, and Vouch leads this space.
Vouch is a video collection platform used by household-name employers to capture authentic employee stories at scale. Vouch allows recruiters and franchise teams to collect short, real videos from store managers, frontline staff, and leaders, without filming crews or heavy production.
Why using tools like Vouch matter for franchises:
- Candidates trust people more than logos, as it feels human
- Video works across locations while keeping a consistent brand
- Local teams can participate without extra workload
According to Video Marketing Statistics, 91% of people say video helps them understand a product or service better, and that applies directly to jobs. That’s why Vouch sits at the top of this list, as it arms recruiters and franchisees with employer branding content that actually reflects real work life.
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 2 - Promote Honest Employee Value Proposition (EVPs)
An employee value proposition, often called an EVP, is simply the answer to one question: “Why should someone work here instead of somewhere else?”
For franchise businesses, your EVP must balance brand consistency with local flexibility, so it should cover:
- Growth opportunities across locations
- Training and support from head office
- Flexibility and lifestyle benefits
- Culture at store or site level
The key is honesty, as overpromising leads to fast exits and higher turnover, which costs far more in the long run.
Step 3 - Make Your Career Paths Clear
One of the biggest advantages franchise businesses have is internal mobility, yet many fail to show it.
So instead of generic job ads, highlight:
- Crew member to store manager journeys
- Store manager to multi-site operator paths
- Franchisee success stories
The International Franchise Association highlights career progression as a key driver of franchise employee retention.
Video stories collected through tools like Vouch make these pathways feel real, as candidates can see people who started exactly where they are.
Step 4 - Support Recrutiers With Employer Branding Assets
Franchisees are business owners, not recruiters, so employer branding must be simple to deploy.
Effective franchise systems provide:
- Everything recruiters need for recruitment enablement
- Branded job ad templates and Video content for local social channels
- Careers page content that can be localised
- Interview guides aligned to brand values
Your employer branding assets reduce inconsistency as candidates get a similar experience whether they apply in Sydney, London, or Dallas.
Step 5 - Show Real Leadership Not Just HQ Messages
Candidates want to hear from leaders who influence their day-to-day experience, not corporate messages that don't resonate in our soical media age.
Capture the following from your franchisees:
- Store managers
- Area managers
- Franchise owners
According to Edelman Trust Barometer, people trust “someone like me” far more than corporate spokespeople. That's why short, unscripted Vouch videos and quotes outperform polished statements, as they feel real and relatable.
Step 6 - Use Social Proof To Build Trust Faster
Employer branding for franchise businesses works best when candidates see proof, not promises.
Your social proof should include:
- Employee testimonials
- Reviews and responses on platforms like Indeed and Glassdoor
- Community involvement stories
- Your recognition and awards
BrightLocal research shows that 87% of people read online reviews for local businesses, and employment decisions follow the same behaviour: Source.
Step 7 - Measure What Matters
Strong employer branding is not a campaign, as it’s an ongoing system and data helps head office support franchisees better, so improvements are practical rather than theoretical.
Key employer branding metrics to track include:
- Application volume and quality
- Time to hire
- Early attrition rates
- Franchisee engagement with hiring tools
Who Are The Top 10 Franchises Globally?
Below are ten global franchise employers that consistently invest in people, culture, and scalable hiring.
McDonald’s
Employees: ~2 million (including franchise staff)
Revenue: USD 25.5 billion (2023)
Source: https://corporate.mcdonalds.com
Subway
Employees: ~410,000
Revenue: Privately held
Source: https://www.subway.com/en-US/AboutUs
Starbucks
Employees: ~381,000
Revenue: USD 35.9 billion (2023)
Source: https://investor.starbucks.com
KFC (Yum! Brands)
Employees: ~1 million across brands
Revenue: USD 6.9 billion (Yum! Brands 2023)
Source: https://www.yum.com
Domino’s Pizza
Employees: ~400,000
Revenue: USD 4.5 billion (2023)
Source: https://ir.dominos.com
7-Eleven
Employees: ~135,000
Revenue: Privately held
Source: https://corp.7-eleven.com
Marriott International
Employees: ~411,000
Revenue: USD 23.7 billion (2023)
Source: https://marriott.gcs-web.com
Anytime Fitness
Employees: ~5,000 (corporate and franchise support)
Revenue: Privately held
Source: https://www.anytimefitness.com/about-us
H&R Block
Employees: ~60,000 (seasonal peak)
Revenue: USD 3.5 billion (2023)
Source: https://investors.hrblock.com
RE/MAX
Employees: ~140,000 agents globally
Revenue: USD 3.6 billion (2023)
Source: https://investors.remaxholdings.com
FAQs
What makes employer branding different for franchise businesses?
Franchise employer branding must balance consistency with local authenticity, as candidates care about their manager and location, not just the brand logo.
How does employer branding reduce turnover?
When expectations match reality, employees stay longer, as early exits usually come from misaligned promises.
Is video really necessary for franchise recruitment?
Yes, as video builds trust quickly and scales across locations, which is why tools like Vouch are widely adopted.
How can head office support franchisees with hiring?
By providing ready-made assets, clear messaging, and simple tools that franchisees can use without extra workload.
What channels work best for franchise employer branding?
Careers pages, social media, job boards, and in-store messaging all matter, as candidates research across multiple touch points.
How long does it take to see results from employer branding?
Most franchise businesses see improved application quality within three to six months when efforts are consistent. More info here.
What is the biggest mistake franchises make with employer branding?
Over-polishing the message, as candidates value honesty and real stories over perfect branding.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, HubSpot, Amazon, and more, tools like Vouch make employer branding in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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