Even One of the Largest Brands in the World Can Improve
When a global name like Shell sets out to grow its franchise network, you might assume the process runs without issue. In reality, even established brands encounter barriers. Your business can take useful lessons from this project. The aim was simple, improve franchise recruitment by prioritising quality over volume and build a reliable, scalable system that attracts the right candidates. The outcome shows how focused automation and structured qualification can transform recruitment results.
The Objective
Shell needed to expand its franchise network more effectively. Enquiries were high, but too many lacked genuine potential. The challenge was to refine the process so the team could spend less time on unsuitable leads and more time progressing serious candidates. Every part of the journey, from first contact to meeting, needed clear & measurable steps.
The goal went beyond boosting enquiries. Shell wanted a system that worked continuously, gathered usable data, and adapted over time. The focus was to turn thousands of initial leads into qualified, motivated prospects while keeping a personal touch. The solution had to balance efficiency with accuracy and provide visibility at every point.
- Location:
UK
- Service:
Franchise Recruitment
- Sector:
Retail
Process That We Implemented
Large lead numbers mean little without quality. That was the problem we tackled. Over six months, we built and refined a process that handled every step from enquiry to franchise meeting, fast, consistent, and data-driven.
An AI-led system reviewed every enquiry, analysing language, tone, and intent. Trigger words and behavioural signals determined how serious each candidate was. Based on this insight, the system automatically placed leads into qualification pots, each linked to a specific follow-up path. This meant the right people got attention at the right time.
Sales Progressors then managed the next stage. Their role was to humanise the process, to review context, ask the right questions, and ensure every meeting was worth holding. The blend of automation and personal input kept quality high without slowing momentum.
Each step integrated directly into Shell’s CRM. Every action, message, and decision was logged automatically. This gave the team full visibility, clear reporting, and an instant view of performance. Nothing was lost, and adjustments could be made in real time.
Mediums and Tools Used
- AI-Powered Ads – Adaptive campaigns targeting the most relevant profiles using live performance data.
- AI Automation Technology – Managed qualification, scoring, and messaging 24/7 without manual oversight.
- Email and SMS – Delivered timely updates and reminders, keeping candidates active through each stage.
- CRM Integration – Connected all data streams for easy tracking, follow-up, and reporting.
- Sales Progression – Combined automated precision with personal insight to move the right candidates forward.
- Bespoke Recruitment Portal – Streamlined qualification through structured digital forms that saved admin time and improved data quality.
Results
Within six months, Shell generated 6,166 leads through the new process. From these, 123 meetings were booked after qualification. 18 candidates are currently progressing, and 1 has already signed as a retailer. The campaign is on track to reach 12 franchisees within 9–12 months, with forecasts of 15–20 more by 2027.
This improvement marks a significant step forward. The automated system now ensures that only the best-qualified candidates advance, reducing time spent on unsuitable leads and increasing conversion rates. The focus on quality has proven more effective than chasing higher numbers.
The integrated CRM and automation stack now operate as a single, intelligent recruitment engine. AI manages early qualification, and the human team steps in only when needed. This creates a repeatable process that can scale with future growth targets.
Key Insights for You
You don’t need Shell’s scale to benefit from this approach. Automation and structured qualification can streamline recruitment in any business. The takeaway is straightforward: automate repetitive tasks, qualify rigorously, and involve people where their input matters.
When you focus on the right candidates, you save time, improve success rates, and maintain consistency across every stage. Automation supports your team, it doesn’t replace it. With the right balance, your recruitment can become faster, smarter, and more predictable, just as Shell’s has.