It’s often difficult to find an employee to fill a position, but if it doesn’t work out you can replace the person. With a business partner or franchise, a bad selection is much more difficult to unwind. That’s why many leading franchisors rely heavily on psychometric testing to give them an edge in franchisee selection.
You have a tried and tested recruitment process, and you have a good feeling about the potential franchisee you’re interviewing. Unfortunately, however well it is constructed or how many times you meet, an interview won’t reveal someone’s true personality. This is because people often don’t know their preferences or tell you what they think you want to hear. Then there’s your natural bias as franchisor, with a interest in expansion, to like the person across the table.
How can you be certain that the person who signs the franchise agreement will be able to perform as a franchisee? What if they refuse to comply with your operating procedures? As battle-scarred franchisors will attest, an enjoyable working relationship can sour quickly should the franchise perform badly.
While, nothing can fully predict franchisee success, psychometric testing provides both the franchisor and franchisee with some certainty that they’re making the right choice.
The occupational personality questionnaire revolution
Personality traits are like freckles. They develop to be either pronounced or hardly noticeable. You either have them, or you don’t. They can’t be taught and can only be enhanced through conscious development and training.
Not all psychometric tests, which give insights into personality, likes and dislikes, give a true reflection of how someone will be on the job. This is where the psychometric tool, the occupational personality questionnaire, gives a better view of a candidate’s preferred style of behaviour at work and offers significant advantages.
This type of questionnaire breaks down personality into three domains: relationships with people, thinking styles and feelings and emotions. These three domains connected by a fourth, called the dynamism domain, which shows where candidates derive their energy and what motivates them most.
The multidimensional forced-choice format, which demands some serious self-reflection, is much harder for a candidate to ‘fake good’ than other frequently used tests. This means that results are much more reliable.
Here’s an example of a typical question in this type of test:
- I like to do things my own way
- I recognise weak arguments
- I take care to follow procedures
- I like to spend time with others
Psychometric testing in franchisee selection is well-established internationally used by large franchise brands such as McDonalds and KFC.
Franchising Plus teamed up with SHL, talent measurement and assessment specialists, to develop an occupational personality questionnaire customised for the franchise industry. Called the ‘E-test’, this test focuses on the core competencies or ‘non-negotiables’ required to be a successful franchisee.
The franchisor receives a detailed report of each applicant, which identifies their suitability as a franchisee, as well as areas for development through training. Franchisees also receive feedback on their results from an independent psychologist. While they might not like the outcome, your decision to not to select them, ultimately protects them from a bad investment decision.
The E-test really assists the franchisor interview the franchisee so the strengths and weaknesses can be probed.
The basic ingredients
Making the transition from working for a boss to working for oneself demands certain personality traits. However, these are not necessarily the same as those needed by budding entrepreneurs. While the franchisee owns the business, he or she is part of much larger brand which has to be promoted and protected. A franchisee needs to have the energy of an entrepreneur and the desire to work within a framework.
You can be sure that every successful franchisee will always exhibit the following traits:
- Sales and marketing ability
- Excellence orientation
- Practical leadership
- Franchise compliance
- Ambassadorship and customer orientation
- Resilence (buckets of it in these economic times!)
Your franchise profile
Franchising Plus works with closely with franchisors in the screening and selection of franchisees. Franchisors who use the E-Test often tell us how it’s helped them choose between two good candidates or avoid an unsuitable candidate. When the stakes are this high, psychometric testing is invaluable. Contact us to find out more about the E-Test and how we can help you determine your franchise profile based on your unique mix of the above franchisee traits.