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Franchisors love to advertise the training and support offered to franchisees in their system, which is designed to provide education about the ownership and operation of their brands. It is important to provide instruction in the corporate training process, as most franchise concepts make a valid claim that prior industry experience is not necessary to run business models. But when occupational safety and accident prevention are often key elements, the value and importance of training new franchisees simply cannot be underestimated.
This is why some franchisors go all out during the onboarding phase. Many have developed elaborate programs, referred to as “[insert brand here] University” that provide countless hours of classroom and on-the-job training. But are these classroom-style dry sessions really the most effective – and cost-effective – way to reach new franchisees?
In search of a better and more cost-effective solution for training new franchisees, should brands consider moving their valuable resources and money elsewhere? Below we present the arguments in favor of using video as the primary medium.
Related: 4 big benefits of improved employee training
What is at stake
Training new franchisees to run a business model in which they often have no prior experience requires a serious and sober approach, especially if new owners plan to handle day-to-day operations. For example, a former CPA cannot be expected to run a pest control franchise without first being informed of the associated hazards and risks of handling hazardous and harmful pesticides and chemicals. In the same way, a successful medical device sales director doesn’t have to operate a high-altitude chainsaw soon after purchasing a tree pruning franchise. In both of these cases, communicating workplace risks is just as important as teaching new franchisees how to acquire new customers and manage online advertising campaigns.
Video value propositions
What franchisors should value more than any other aspect of the training process is commitment. And ensuring the right level of engagement requires a training program that is interesting, informative and even attractive. If franchisees find the instructions fun and enjoyable, they’re much more likely to retain the knowledge you’re trying to convey. Forrester Research has conducted research showing that employees are 75% more likely to watch videos than read documents, web articles or emails. And with the repetition and sharing that videos allow, retention rates increase, increasing attendees’ ability to remember details and concepts.
One of the studies conducted by the SAVO Group showed that in the absence of video education, employees were unable to remember as much as 65% of the presented material. The instructional video also allows for a consistent message, which means that the information that franchisors need to convey is equally absorbed by viewers. Finally, the use of video – an effective, portable and engaging medium – also comes with data that allows franchisors to track views, shares, comments and even downloads. Why the discrepancy in effectiveness? Most experts attribute this to a theory known as the Cone of Experience that individuals can recall up to 50% of what is presented to them. If that sounds daunting, the recall rate is 30% of what they see, 20% of what they hear, and only 10% of what they read.
Related: How to scale your training with video and learning management systems
Is e-learning something?
The sudden onset of the global pandemic brought about radical changes in many industries and business channels that had to quickly adapt to the public health emergency. Education, with its switch to the Internet or eLearning, is one of the strongest examples. But is e-learning a thing? Video instruction and visual learning went mainstream almost overnight, and the results were intriguing.
Companies and organizations almost completely agree that video helps them train employees better and faster, and they plan to continue using the medium as part of their overall digital learning strategy. The flexibility associated with the video instructions has been invaluable. With video learning, users have the ability to pause, rewind, and even re-watch content – giving the viewer full control over learning and understanding what is being proposed.
How video saves time, money and resources
Current training programs and onboarding platforms offered by many franchisors require recurring expenditures in time, money and resources. It’s a time-consuming process, but switching to video can eliminate most recurring fixed costs. There are no scheduling conflicts or airline tickets to secure for franchise instructors or trainees. There are no places to book, rooms to book or meals to cater for. In fact, thanks to the simplicity of video training, participants can learn the required instructions anywhere, anytime – including from the comfort of their own home.
As industries across the spectrum continue to rapidly transform into an all-digital world, the portability, engagement, and effectiveness of video will play a critical role in understanding valuable information. The world of franchising is particularly suited to the benefits of video production, and these extend far beyond training programs. Many leading brands, as well as several emerging and emerging concepts, are already reaping the benefits of video integration on their platforms. Video has become an effective tool for franchise development, recruitment, training, sales, customer acquisition, and even ongoing support. Those who have invested in high-quality, brand-specific content across numerous programs and franchise initiatives will continue to succeed with the powerful and consistent medium of video production.
Related: How to create a video-based employee onboarding program to maximize new employee productivity