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MULTI-UNIT FRANCHISE INNOVATORS Franchisees Harness Technology to Help Improve Operations, Effi ciency Franchising’s highachieving, multi-unit franchisees share views on key topics. Question: How have you moved more toward using technology to enhance the customer experience? In July 2006, Chris and Angela Ashcraft opened their Mobile, Ala. Express office to assist local job seekers in finding employment and helping area businesses find qualified employees. The Ashcrafts fulfilled their dream of helping others through a successful business and decided to open a second Express office in Summerdale, Ala. in March 2013. In 2014, the Mobile and Summerdale Express offices put 2,000 people to work. CHRIS AND ANGELA ASHCRAFT: Our vision at Express Employment Professionals is to help as many people as possible find good jobs by assisting clients in finding good people. Our franchise system currently has its sights set on putting one million people to work annually through a franchise network of 750 locations in the United States, Canada and South Africa. We depend on technology to help us enhance the customer experience. We have moved toward technology, especially social media, to connect our two customer types: “Associates” and “Clients.” Social media has allowed us to communicate quickly with our customers. On a daily basis, Express Employment Professionals advertises on Facebook with hot jobs that need to be filled quickly. We post content that resonates with and engages our audience, including the latest on the employment situation, the economy or local business trends in Mobile or Summerdale, Ala. On Twitter, Express shares content based on what’s happening in employment, as well as motivational and leadership articles. We use Twitter and LinkedIn to post jobs on a regular basis for our professional staffing line of business. While connecting quickly with customers, we are very careful to protect the names of our clients and associates. At two office locations, we also use email marketing and a localized website specific to our markets to enhance the customer experience. We send hot job alerts to recruit associates, as well as email clients about top candidates who are in the recruiting pipeline. Being proactive with this technology helps us generate numerous new job orders. The move toward technology, both locally and from our international headquarters in Oklahoma City, has helped us reach prospective candidates faster, satisfying their need for a job and our client’s desire to fill job openings quickly. 70 FRANCHISING WORLD NOVEMBER 2015
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