Recruitment of Franchise Store Managers F/M

Presentation of our client

A subsidiary of the Carrefour group, Promocash is the leading Cash & Carry franchise network serving professionals in the catering and hospitality sector. Its customers include restaurateurs, caterers, local authorities, associations and other professionals in the out-of-home catering sector.

With more than 150 locations throughout France, this B2B food distribution brand offers three modes of supply coupled with an online ordering site: store, drive-through and delivery. In France, more than 140 stores offer a wide range of food, hygiene and cleaning products, as well as professional equipment such as cooking appliances, refrigerators, kitchen utensils, etc. The brand is also present in several countries abroad.

Professionals visit Promocash to access quality products at competitive prices. With over 55 years of experience serving its 200,000 partner customers, Promocash has developed 15 departments to offer a comprehensive selection of food and non-food products. Finally, the brand offers services tailored to the needs of professionals, such as delivery, online ordering, personalised support, etc.

SECTOR

Food Distribution

CHALLENGE

Volume sourcing of franchisee profiles
Telephone pre-qualification
Support from an internal recruiter

SOLUTION

Full-time E-RPO

RESULTS

116 candidates presented in 3 months

Challenge

A subsidiary of the Carrefour group, Promocash is the leading cash & carry franchise network serving professionals in the catering and hospitality sector. Its customers are often restaurateurs, caterers and local authorities. Promocash, a franchise distribution and sales company, has to regularly recruit franchise store managers throughout France. To meet this need, the team had a single recruitment officer who simply reviewed applications on the career website without conducting any headhunting, direct outreach, or even posting advertisements.

For Promocash, the complexity of recruitment is linked to several factors, including the requirement for mobility for the position of franchise store manager or supervisor, which arises regularly in all regions of France, even those that are less attractive in terms of employment. In addition, the status of franchisee-tenant-manager is not as attractive to candidates, especially at a time when the job market is booming and brands are offering other more attractive statuses such as permanent contracts. Finally, the project proposed by Promocash requires a significant investment that is not necessarily accessible to all candidates.

In order to find the best talent, it is therefore essential to make a large number of calls to build up a pool of mobile candidates throughout France. Consequently, in order to implement an effective recruitment strategy, the sourcing stage is essential and must be carried out on a large scale.

Solution

Morgan Philips Outsourcing proposed a two-stage project to Promocash to meet its recruitment needs for franchisees and store managers in its shops across France.

First, we visited one of the Promocash stores to meet the current franchisee and take photos and conduct an interview. Using this material, we created a video advertisement which we then posted on partner job boards, our social media accounts, and Promocash's social media accounts.

Next, Promocash's Recruitment Manager teamed up with one of our Morgan Philips Outsourcing Research Managers. The latter searched for candidates across our entire CV database and sorted through the responses to the advert, while the Promocash Recruitment Manager handled direct applications, interviewed our candidates and monitored the recruitment process for all the talent presented.

Finally, we set up a weekly review meeting to monitor the expected sourcing rate throughout the duration of the service (3 months) and analyse the performance of our actions. This collaborative recruitment method enabled us to optimise the search time and select the best candidates for the positions of franchisee-manager tenants in the Promocash network.

Results

1,639 candidates identified
1,263 CVs identified through direct approach
816 telephone pre-qualifications carried out

116 candidates presented, representing a 14% conversion rate
370 hours spent searching for profiles
204 hours spent on the telephone

The team was very professional in preparing the initial brief and writing the pre-qualification script. They also helped us create a high-quality video advertisement filmed in one of our stores. We use Morgan Philips Outsourcing on a daily basis to monitor our project, which saves us a lot of time.

Laetitia

Franchisee Recruitment Manager