Franchising Today - Winter 2017 - 19

THE VIDEO GAME

Owners and operators who are engaged
through video can get onto the radar of
prospective employees.

should be developed where franchisees have freedom to create and
share video content.
The point here is that there are
tens of thousands of franchise owners and millions of people working at
franchises. These people have smartphones with video creation and posting capabilities. Their abilities, interest and power should be leveraged to
achieve both franchisee and franchisor goals.
It is known that one of the key ingredients in attracting talent and
quality employees is leadership. Owners and operators who are outward
focused and engaged through video
get onto the radar of prospective employees. Using Facebook Live to promote events or simply having owners
talking about employment opportunities creates a whole new level of
awareness for brands locally.
Owners that do this stand out and
create reputations that give them a
competitive advantage when recruiting, and more choice in terms of a
hiring pool. Adding employment and

other opportunities into the video
content mix will yield results.
This leadership-focused approach
is even more evident when it comes to
franchise organizations that seek to
recruit sales talent. Real estate franchises are a prime example: Broker/
owners who are known and seen as local leaders online are recruiting more
effectively and more often. Videos on
YouTube, LinkedIn, Facebook and
Twitter each offer the ability to reach
different audiences.
When
discussing
recruiting,
LinkedIn is always part of the conversation. In summer 2017, LinkedIn
added the ability to post videos directly from smartphones through its
mobile app. Why is this a big deal? The
ability to post easily to this platform
that comprises more than 300 million
people (customers, recruits, future
franchise owners) offers tremendous
opportunities for branding, recruiting and franchise lead development.
It is clear that video, especially mobile video, is important for marketing,
sales and lead development, talent

acquisition and organization growth.
Many franchisees remain unfamiliar
with how to create videos, what to
create and where to share them, all of
which continues to be a barrier to their
complete success. These owners are
similar to most small business owners
- they lack experience and marketing
knowledge to advance this effort.
Training and practice are critical
when going on camera and developing a program that includes video as
a marketing tool. Franchisees should
look for media training and video
training programs to acquire these
skills. Franchisors must add video
and media training as well as video
creation tips and support for franchisees. By offering these resources,
they support the development of better and more effective content and
give franchisees and staff the skills
and confidence to get into the video
game and win.
Bill Corbett Jr. is president of Corbett

Public Relations and the creator of Grow Your
Personal Brand.

WINTER 2017

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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017winter
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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