Winning the Local Talent War: Three Strategies for Multi-Unit Franchisees to Find Qualified Talent

Franchise owners have a unique opportunity to rethink how they attract and retain talent as employee priorities continue to shift. Today’s workforce values more than just pay: Randstad’s 2025 Workmonitor report found that work-life balance has surpassed income as the leading motivator for the first time in 22 years. Authentic connection, community involvement, and career growth opportunities are also driving satisfaction.

In this environment, success in recruiting and retention depends on creativity and a people-first mindset, and franchisees have an advantage over large corporations: building local relationships. As president of Spherion Staffing and Recruiting, I’ve seen how franchise owners across 180+ US offices navigate hiring challenges and help local businesses thrive by combining human connection with smart, localized recruiting practices.

Here are three strategies to strengthen local talent pipelines and retain great employees.

1. Build a community-centric employer brand

Employees crave connection at work. When that’s missing, performance suffers. According to meQuilibrium’s State of the Workforce Report, more than half of employees show at least one symptom of disconnect, and those impacted can experience up to 66 percent greater productivity impairment. It’s essential to foster genuine connection among team members and create a strong employer identity to attract and retain high-performing candidates.

The most authentic brand advocacy comes from your own employees rather than solely a corporate-backed campaign. Franchise owners can encourage current and former employees to share their experiences on platforms such as Google, Facebook, Yelp, Indeed, and Glassdoor. Another tactic is to create employee alumni groups to maintain strong relationships, as alumni can become some of your best ambassadors.

Simple actions like encouraging team members to post about their work, celebrating community events that resonate, or highlighting local volunteer efforts bring your company’s values to life in a visible, meaningful way.

2. Leverage social media for local talent outreach

Social media is one of the most powerful recruiting tools. The Society for Human Resource Management (SHRM) reports 95 percent of Gen Z evaluate a company’s social media presence before applying, often seeking career-related content on Instagram and TikTok. But this trend extends well beyond Gen Z. Studies show most job seekers now use social media to explore new opportunities, making it a crucial recruiting channel across all age groups. Even previously retired professionals are using platforms like LinkedIn to reenter the workforce. Business Insider reports that 13 percent of retired baby boomers on LinkedIn announced and then retracted their retirement in 2023.

For franchise owners, this is a huge opportunity. Job seekers across generations are already scrolling, so meet them there, whether it’s LinkedIn, Facebook, TikTok, or Instagram. Post short videos that showcase your company culture and use keyworded captions to expand reach. Target local hashtags, geotags, and Facebook or LinkedIn groups to reach nearby candidates.

Remember, not every opportunity requires a full-time employee. Social media also helps you reach semi-retired professionals, freelancers, and gig workers who might be open to part-time or flexible positions.

3. Upskill and reskill to retain and recruit

Upskilling is top of mind for today’s workforce. According to the latest McKinsey American Opportunity Survey, 42 percent of respondents overall say they are interested in or currently pursuing upskilling opportunities. Among workers aged 18 to 24, that number climbs to 63 percent, and 53 percent for those aged 25 to 34, revealing a strong motivation to grow and develop their careers.&

At Spherion, we help clients understand that upskilling isn’t a risk; it’s an investment. While some worry that trained employees will leave, the greater risk is having underskilled teams that can’t meet growing business needs. Growth happens when employees apply what they’ve learned in real situations and receive consistent coaching to strengthen those skills.&

When franchise owners provide opportunities for learning and career growth, employees see a clear path forward and are more engaged, perform better, and are more likely to refer others.

By building a strong local employer brand, using social media to connect authentically, and investing in employee growth, leaders can create workplaces where employees want to stay and where top employees want to apply.

Winning the talent war doesn’t require a massive recruiting budget. Start with building a culture where people feel seen, supported, and proud to be part of your team.

Kathy George is the president of Spherion Staffing and Recruiting.