Q&A with Spherion Franchise Owner Kathleen Geneva

"I’m a local business owner who knows my neighbors by name, but when I sit at a boardroom table, I bring the financial strength and brand equity of a national powerhouse."

For Kathleen Geneva, every milestone has been about building connections and staying resilient—values instilled in her from a upbringing in a military family. Following a successful 15-year career leading regional staffing operations in D.C., Kathleen paused her corporate journey to raise her family. But her drive to build never slowed down.

In 2014, she founded two local chapters of the National League of Junior Cotillions, laying strong roots in her community. By 2020, Kathleen was ready to merge her operational background with her passion for local impact. She opened her first Spherion loctaion in 2021 and a second in 2025. Today, alongside her five-person team, she owns two Spherion franchises in Virginia, empowering local businesses and job seekers across the region.

Tell us a little about yourself.

As the daughter of a military family, I learned early that resilience is the bedrock of achievement. After 15 years mastering regional operations in the DC staffing market, I took a purposeful break to raise my children. Later, I channeled that entrepreneurial spirit into founding the West Prince William and Fauquier Chapters of the National League of Junior Cotillions in 2014. That experience taught me the power of community-building and prepared me for my next chapter. In 2021, I returned to my professional roots by launching my Spherion franchise where I proudly scale our impact as a strategic workforce partner across northern Virginia.

What made you decide to look into purchasing a franchise?

I knew I wanted a return to the industry that first shaped my professional life. I also wanted to return to the company where I worked as a client service manager, branch manager, and onsite manager.

My decision came from a desire to create a legacy and take full ownership of my professional future. I wanted to move away from the limitations of a traditional career path and into a role where my efforts directly determined the success of the business. Franchising, specifically with Spherion, offered the ideal balance of autonomy and structure. It wasn’t just a career change; it was a commitment to building an asset for my team, my family, and the clients we serve.

When researching franchises to buy, what criteria mattered to you most?

My most important criteria were industry credibility and brand familiarity. I knew I wanted to return to the staffing and recruiting industry, and to Spherion. I needed a partner with a proven track record that would allow me to combine my established professional background with the autonomy of business ownership. Spherion met this by offering the exact industry-leading reputation and support infrastructure I had personally experienced as an employee. They gave me the confidence that I could hit the ground running.

What advice would you give to potential franchisees considering your brand?

If you are looking for a business where you can close your door and work in isolation, this isn't the brand for you. But if you want to be part of a powerhouse collective, here is my advice: Don't just buy a territory, join the culture. When you join Spherion, you aren't just buying the right to use a logo; you are joining a siblinghood of franchise owners and corporate support. Lean into the transparency of this network.

We celebrate each other’s wins because a win in one market strengthens the brand's reputation for the next market. We support each other’s losses because your "lesson learned" might save a fellow owner from the same pitfall tomorrow. The most successful franchisees here are the ones who ask for help. The 'secret sauce' isn't held by corporate alone, it’s distributed among the owners. 

Reach out to the veteran franchise owners. We won’t see you as a competitor; we see you as a teammate. If your location is strong, the brand is strong, and we all benefit from that increased market share and brand recognition.

What specific things set YOUR franchise apart?

There is a big difference between owning a business and knowing a business. What sets our offices apart is that I never ask our team, or our clients to do something I haven’t done—or wouldn't do—myself. I’ve sat in every seat. With more than 30 years in this industry and over 20 years as a Spherion franchise owner, I’ve been the recruiter, the salesperson, the payroll clerk, and the branch manager. 

Just as important, success comes from the talent and tenure of my team. We aren't just filling orders, we’re changing lives. That starts with how I treat my internal team. Business owners are often asked, “What keeps you up at night?” For me, the answer has always been that my success or failure is not mine alone. I am responsible for the livelihoods of my employees, their families, and their success as well. 

Approaching business decisions through this lens has helped develop a culture where my team knows they are valued and treated like family. I am very proud of the tenure, talent and passion of my internal team. 

One last thing, I have always hired better than myself. Leadership means carrying the culture and vision of the organization across many skill-sets, and hiring people stronger than myself has proven to be a strategy that wins time and time again.

Financing can be an obstacle and/or intimidating factor for aspiring entrepreneurs. How did you find financing to purchase your franchise?

The most important financing step is an honest assessment of your own risk tolerance and capital reserves. Rather than opting for specific external vehicles like an SBA loan, I prioritized a strategy of self-investment. 

My advice to aspiring franchise owners is to speak with a financial advisor early and ensure you are comfortable with your monetary runway before starting. Securing your financial independence early is the best way to remove that hurdle entirely.

Which of your prior skills and experiences do you use in operating your business today? 

My operation today is built on a solid foundation of more than 15 years in the staffing industry coupled with 14 years of experience running an etiquette franchise. My unique blend of industry-specific knowledge and franchise ownership expertise has made building teams and driving revenue feel like second nature. I use these experiences to focus on what matters most for growth: Consistently building successful, high-performing teams and driving the results necessary to scale.

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

When speaking with other franchisees, my questions were grounded in the reality of the market climate. Because I was researching during the uncertainty of the COVID-19 pandemic, I asked them frankly, “How long did it take you to turn a profit? If I stick to the proven Spherion process, will it work?” I needed to know that the model was resilient enough to withstand major economic disruption. Getting honest answers from them about their timelines and their confidence in the system gave me the reassurance I needed to move forward.

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

My questions to the franchisor focused on market education. Starting a brand-new Spherion territory in a post-COVID, small-town environment seemed daunting. Furthermore, the local community held an outdated perception of staffing. I needed to offer specific messaging and tools to clear up those misconceptions and educate the market about our true value as a strategic workforce partner.

What were your first 90 days like as a franchisee?

The first 90 days were a mix of exhilarating challenge and non-stop operational building. I wasn't just launching a business. I was physically building out the office space and setting up the infrastructure while the world was in flux. Because my market had little understanding of modern staffing, we focused on community education and relationship building during our first three months. It was a 24/7 effort to clear up old-school misconceptions, prove the strategic value we brought to the table, and gain the trust of local businesses. It was a period of high-stakes, hands-on work. But, that initial grit established the credibility we needed to grow.

At what point did you feel like you "got the hang of it" and settled in as a business owner? 

My turning point happened when I saw our internal team start to embody the culture I had worked so hard to establish. There’s a moment when you realize you aren't managing tasks anymore—you are leading people who understand the mission and the 'Local is our Superpower' mantra as well as you do. Once I saw the team making independent, high-quality decisions that aligned with our values, I felt fully settled in as a franchise owner.

How does Spherion support and encourage your success?

The Spherion network is one of our greatest assets. The culture of collaboration among franchisees is real. I get back-office support from corporate and real-world advice from other franchise owners who have solved the same problems I’m currently facing. Spherion empowers me to be an expert in my market while providing the robust operational guardrails I need to grow. Plus, through our peer groups and national meetings, the shared collective intelligence of our network propels my success.

What are you most proud of and why? 

I'm most proud of transforming our community's perception of staffing from 'temp help' to 'strategic workforce partner.’ Marching through those early challenges truly paid off as we scaled from our 2021 launch to a second market by 2024. While the tangible impact of connecting talent with life-changing workforce opportunities is incredibly rewarding, none of this would have been possible without my dynamic team who remain the backbone of our success.

What advice would you give to potential franchise owners?

Franchising is far more than buying a brand—it's choosing your professional destiny. Be ruthless in your due diligence. Talk to current franchise owners and ensure your values are in lockstep with the franchisor so your foundation can withstand any storm. Once you launch, abandon the solopreneur mindset immediately. You cannot scale alone. Surround yourself with a trusted team. Educate your market with unwavering patience. Lead with empathy. When you align with the right partner and prioritize your people, the business momentum won't just follow—it will accelerate.

Kathleen’s journey proves that when you combine personal passion, deep industry experience, and a proven business model, the potential for growth is limitless. By trusting the Spherion process, leveraging the power of a supportive franchisee network, and focusing on community-first leadership, she successfully turned local market challenges into a multi-unit success story. Today, Kathleen isn't just running a business—she’s building a lasting legacy for her family and driving meaningful workforce impact across Virginia.

If you’re ready to take ownership of your professional future, step out of the corporate grind, and build a high-impact business backed by a trusted national brand, Spherion offers the ideal roadmap. Join a network of passionate entrepreneurs who prove every day that Local is our Superpower. Contact us today to discover how you can launch your own Spherion journey and start building your legacy!

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