Stand out in a competitive job market with strategies that help you hire faster, smarter.

Sponsored content by Gusto.

Finding and keeping the right people has always been essential to franchise success, but the competition for top talent is fiercer than ever. Job seekers have more choices, higher expectations, and instant access to reviews, salary data, and employer ratings. In minutes, they can compare your franchise to competitors and decide whether to even apply.

The upside? Franchises have built-in advantages, such as national brand recognition, strong community ties, and proven growth paths, that can set them apart in a crowded job market. The key is alignment: franchisors providing the tools, resources, and employer brand strategy, and franchisees delivering a great local experience that makes people want to stay.

That’s where Gusto comes in. Our all-in-one platform helps franchises hire smarter by streamlining applications, onboarding, payroll, and benefits. With Gusto, franchisors can equip their networks for success, and franchisees can focus on creating workplaces where top talent thrives.

Here are four strategies to attract, hire, and retain the people who power your brand.

1. Lead With Your Employer Brand

Candidates are researching employers before they apply. They want to know what it’s like to work for you—and why they should choose your franchise over other opportunities. Your employer brand is more than a logo; it’s the story you tell about your culture, values, and opportunities.

Gusto tip: Showcase real employee stories on your careers page and social channels. Highlight career growth paths, community involvement, and what makes people proud to work there. Make sure every job posting reflects your brand values.

2. Simplify (and Speed Up) Your Hiring Process

A clunky application process can cost you great candidates. People expect to apply quickly and hear back fast. If your process is slow or unclear, top candidates may accept another offer before you even get them to the interview stage.

Gusto tip: Use mobile-friendly application forms and set clear timelines for communication. Automate interview scheduling where possible, and train hiring managers to move quickly when they find the right person. Even a simple update keeps strong candidates engaged.

3. Offer Benefits That Matter

Competitive pay matters, but it’s not the only factor. Flexibility, predictable schedules, and access to health benefits can be just as powerful in attracting talent especially in high-turnover industries.

Gusto tip: Work with your franchisor (or benefits provider) to offer healthcare options, retirement plans, or unique perks like early wage access or paid volunteer time. These small advantages can set you apart and leave a lasting impression.

4. Make Retention Part of the Hiring Plan

Winning talent doesn’t stop when the offer letter is signed. A thoughtful onboarding process, regular check-ins, and clear career pathways can turn new hires into long-term team members.

Gusto tip: Provide franchisees with an onboarding checklist, training resources, and tools for ongoing recognition. Celebrate wins, recognize milestones, and keep communication open. When employees feel supported and valued, they’re more likely to stay.

The Bottom Line

In 2026, hiring smarter means thinking beyond the job posting. It’s about building a brand people want to join, creating a process that respects their time, and offering an experience that keeps them engaged long after day one.

Franchises that invest in their people are investing in the long-term success of every location in their network.

Gusto provides the all-in-one platform to make it happen. Learn how you can hire, pay, and support your team with Gusto, trusted by more than 400,000 businesses.

Sponsored content by Gusto

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