Franchising has always been built on systems.
But systems don’t run themselves.
People do.
In this episode of The Franchise Woman Podcast, Rebecca Monet and Tracy Kawa sit down with Dominique Main, President of HireNetix, to discuss one of the most urgent challenges facing franchising today:
Hiring.
Dominique’s journey into this mission wasn’t theoretical. It was personal .
The Moment That Changed Everything
Early in her franchisor career, Dominique oversaw 30 franchise locations at just 28 years old. One franchisee invested heavily in growth — remodeling, staffing, new programs.
Then her husband lost his job.
Within a year, under immense financial stress, he tragically took his own life.
That experience left a permanent mark.
Dominique realized that franchising isn’t just about growth metrics.
It’s about lives.
“Responsible franchising means remembering that people’s lives are in our hands.”
The Two Biggest Objections in Franchise Development
After selling hundreds of franchises, Dominique identified two universal objections from candidates:
- Where will my revenue come from?
- Where will my people come from?
Sales and marketing can address the first.
But hiring?
That’s often left to franchisees to figure out on their own.
And in today’s labor market, that’s not sustainable.
The Hiring Bottleneck
Dominique recently mystery-shopped 40 franchise brands’ hiring processes.
The best practice she found?
Applicant Tracking Systems (ATS).
The problem?
They’re built for HR departments — not job seekers.
Candidates face:
- Long web forms
- Delayed responses
- Keyword filtering
- Friction-heavy processes
Meanwhile, Gen Z is rewriting the rules.
As Dominique put it:
Corporate America used to say, “You need us.”
Gen Z says, “No, I’m good.”
The power dynamic is shifting — and brands must adapt.
The AI Advantage
HireNetix uses conversational AI to screen and schedule candidates in minutes.
Instead of filling out forms and waiting days:
- Candidates engage in a real-time AI conversation.
- They’re screened for fit.
- Interviews are scheduled instantly.
- Operators connect faster with qualified talent.
The result?
Chipotle reduced hiring time from 12 days to 4 using similar technology.
Franchise operators can save 5–15 hours per week on hiring tasks.
Multiply that across multi-unit operators — and the time savings become transformational.
Why This Matters for Franchisors
Franchisors often hesitate to step into hiring support due to joint employer concerns.
Dominique reframes this:
Smart franchisors leverage trusted vendors.
The “three-legged stool” of franchising — franchisor, franchisee, supplier — exists for a reason.
By introducing vetted hiring technology, franchisors:
- Support franchisee profitability
- Increase system-wide satisfaction
- Strengthen franchise development
- Improve AUV performance
- Deliver on the promise of buying power
And at scale, costs drop significantly. While similar AI tools cost independent businesses $1,000+ per month, franchise systems can access solutions starting around $79 per unit.
That’s responsible franchising in action.
Mindset, Grit, and Leadership
Beyond hiring, Dominique’s personal story is one of resilience.
From selling goats as a child entrepreneur to becoming VP of Operations at 28, she has always leaned into growth — even investing in a business coach when money was tight because she refused to fail.
She credits her mental toughness to:
- Man’s Search for Meaning by Viktor Frankl
- Can’t Hurt Me by David Goggins
Her philosophy?
You cannot control everything that happens.
But you can control your mindset.
That mindset helped her overcome criticism, build leadership confidence, and even become the lead singer of a band for six years after being told she “couldn’t sing.”
Her lesson:
Humility + hard work + persistence = momentum.
The Future of Hiring
Dominique believes the next wave of hiring will be:
- Faster
- More conversational
- More candidate-friendly
- AI-assisted but human-centered
- Built around mutual value, not power imbalance
Gen Z isn’t willing to jump through hoops.
Brands that adapt will win.
Final Takeaway: Have You Done Everything You Can?
Dominique leaves franchisors with a powerful question:
“Have I done everything I can to support this franchisee?”
Responsible franchising isn’t just about compliance or brand standards.
It’s about generosity.
Reciprocity.
Real support.
Because when franchisees thrive, systems scale.
And when systems scale responsibly, lives change for the better.