Q&A with Spherion Franchise Owner Brandon Cook

Always had dreams of small business ownership? Get a firsthand perspective. Spherion franchise owner Brandon Cook shares how he turned years of corporate experience into a business of his own.

Ever dream of being your own boss, but feel overwhelmed by the idea of starting a business from scratch? You’re not alone, and for many people, that interest in entrepreneurship is what leads them to explore franchise ownership. Franchise ownership offers the freedom and fulfillment of running your own business, plus the added bonus of built-in support, training, and a proven business model. In fact, thanks to their established systems and name recognition, franchise businesses are more likely to succeed over time—with 92% of franchises still in business after two years and 85% after five years, compared to independent small businesses where only 50% survive five years.

Spherion franchise owner Brandon Cook is someone who made that leap to small business ownership. After 20 years as a corporate HR manager in the manufacturing world, he decided it was time to take control of his future. He left the corporate grind behind and opened a Spherion franchise in Wichita Falls, a decision that allowed him to keep doing what he loves (helping people grow their careers), but with the autonomy of owning his own business. Want to know how he made the switch and what it’s like to be a Spherion franchise owner? Keep reading for Brandon’s story.

What made you decide to look into purchasing a franchise? 

During my time in corporate HR, I realized that staffing, in general, was a huge choke point for organizations. The frustrations of “subpar” staffing were always the topic of discussion. When the opportunity came to purchase an existing Spherion franchise, I knew it was a chance to partner with a great company but also change the conversation about staffing and make a difference. I’ve always loved staffing, so this was a perfect fit for me.

When researching a Spherion Staffing and Recruiting franchise, what criteria mattered to you most?  

Owning a franchise had really never crossed my mind until I came across an opportunity with Spherion. Then, I started researching how franchises worked, how profitable they were, and what franchises were in my market. I did a lot of research on Spherion, making sure we aligned “mostly” on core issues, that they had a good reputation for being a great partner, and that they were known to give great support to their franchisees.

When researching franchises, I was most interested in tenure and reputation. I had certain values that were very important to me. Being able to talk through these things made it easier to make that decision.

What does a typical day in the office look like for you?

A typical day for me starts off getting to the office early. I like to address any emails, get my calendar straight and prepare for our 8:30 KPI meeting. In our morning meeting, we go over everyone’s production (including mine) from the previous day. We are all accountable to one another. 

We also go over every open order we have, what movement, if any, on each order and how we can fill them. We also discuss who are potential cold calls for the day.

After that, I try to head out and make sales calls. Once I return to the office, I get my production entered and get ready for the next day. 

What’s one thing you know now that you wish you knew when going through the potential franchisee process?

Make sure you’re doing as much homework on the territory that you’re buying as possible: What is the potential for income, what’s your competition, do you specialize in any certain sector, etc. Definitely being in a sales mindset is very important. Know that those who will be vetting you are also trying to decide if you can sell effectively or not. 

Financing can be an obstacle or intimidating factor in this process. What advice would you give to other aspiring entrepreneurs? 

Financing can be an obstacle for sure. If you’re thinking about owning a franchise, start making those preparations now. The last thing you want is a lack of financing and money to operate, which is what stands between you and an amazing opportunity. There are many options out there; do your research and get creative if you have to.

Which of your prior skills and experiences do you use when operating your Spherion franchise?

During my time in corporate HR, I was blessed to develop a unique set of skills. Having that experience of “sitting on the other side of the desk” allows me to truly sympathize with my customers and prospects and the challenges they face. It is a true conversation starter because they aren’t accustomed to having someone who understands their frustrations. Since my experience is in manufacturing, I feel extremely confident in understanding my customers’ needs as well as the type of employee they need to be successful. When I walk into a manufacturing plant, I immediately feel that I have an advantage over my competition.

When doing your research, which questions did you ask the franchisees?

Since my purchase was of an existing franchise, there were a lot of conversations. I was very curious about their customers, how long they had had them, and their current relationship with them. I spent a lot of time talking to the past franchise owner about Spherion. We discussed how it works, what to expect, and all the pros and cons. Nothing is perfect, but being able to talk through possible challenges really made the decision a lot easier. After nearly a year, I couldn’t be happier with my decision.

Which questions did you ask Spherion Franchise Leadership?

I had never been a franchise owner in the past. So, this was new for me, and I had no idea how it all worked. Being able to have someone who was very transparent and available really helped me gain a quick understanding. It is intimidating when you first look at it, but as the process progressed, it became increasingly easier. I asked the Spherion franchise leadership team many questions, from contract questions to any limitations I might encounter.

What were your biggest challenges when launching your Spherion Staffing and Recruiting Franchise? 

Starting out, especially over the first few months, you are flooded with training, information, systematic processes, and learning who to contact and how to contact them. This part was probably the hardest to get through. I wanted to hit the ground running but had to slow down to learn everything. They kept telling me you have to slow down to speed up. I get it now.

How does the Spherion franchise team support and encourage your success?

I have been really impressed with all of the support that Spherion offers. From their marketing team to support any questions that you might have. It has been really great. Probably the biggest help is my SVP, Juliet Hansen. She has been wonderful to work with, always available, and easy to talk problems through. She really is relatable which I find to be extremely helpful and a unique quality.

What are you most proud of and why?

The thing I’m probably most proud of is the fact that the team here all bought into the vision and challenge. This market was owned by the same franchise owner for the past 32 years. I have been very proud of this team’s ability to accept me and do what is necessary to be the best staffing partner in the area.

What advice would you give to potential franchise owners?

Do your research, ask lots of questions, and if you decide to move forward, be willing to do whatever it takes to succeed. You can’t be scared of rejection or hard work. If someone says no, you have to take it as not right now but maybe later and go back. Work on your leadership skills because your team will react to what you give them. Everything rises and falls on leadership.

Do you have dreams of small business ownership?

Brandon’s story is just one inspiring example of how franchising can lead to a fulfilling, flexible, and rewarding career shift. If you’ve ever imagined running your own business but weren’t sure where to begin, a franchise could be the perfect bridge, giving you the independence of business ownership along with the structure and support of an experienced partner.

Ready to start exploring? Reach out to Dan Brunell, Spherion’s Regional Vice President of Franchise Development. With more than 30 years of experience guiding new franchisees, Dan is your go-to resource for honest answers and helpful insight. Whether you want to chat by phone, text, or email, Dan is ready to help you take the first step.