With nearly 20 years at Home Helpers® Home Care and 30 years in the franchise industry, president and CEO Emma Dickison has helped transform the company into an award-winning in-home care provider while overseeing record-breaking growth. In a recent interview, Dickison shared the leadership philosophy that has shaped Home Helpers’ growth, the personal experiences that fuel her passion for caregiving and the evolving role of women in franchising. By Nancy E. Williams
Transforming a Brand, Inspiring an Industry
With nearly 20 years at Home Helpers® Home Care and 30 years in the franchise industry, president and CEO Emma Dickison has helped transform the company into an award-winning in-home care provider while overseeing record-breaking growth. In a recent interview, Dickison shared the leadership philosophy that has shaped Home Helpers’ growth, the personal experiences that fuel her passion for caregiving and the evolving role of women in franchising.
What do you feel your biggest contributions have been to the Home Helpers franchise under your leadership?
I am most proud of the people – the team. We’ll cross over 400 franchises this year in 40 states, serving 1,500 communities. Our average tenure here is double what it is in the private sector. Everyone is working behind the same mission, vision and values to continue to evolve the brand, keeping the heart of what we do at its core: taking care of families and their loved ones at times when they’re the most vulnerable.
Something we introduced to the business that has helped transform Home Helpers is the “Cared-4” program. Cared-4 is a program that cares for the whole person. We took the traditional concept of providing a caregiver in the home with that loved one for a specific time each day, week or month and began offering premium levels of services. They are not labor-driven but make a key impact in enabling an individual to live at home longer than they might otherwise be able to. Those include wellness calls when a care professional isn’t in the home, based on the family’s request; monitoring technology that gives loved ones peace of mind; and nutrition services on days when a care professional isn’t present. I think that’s had a material impact on how someone is able to live independently longer.
What keeps you motivated and engaged in such a competitive sector?
My grandmother had been in a wheelchair for some years. Our family cared for her at home for 18 years before she passed. The same was true for my mom, father, aunts and uncles, so I really understand the important work we do. I know personally how hard it is for families who don’t know where to turn. That’s still true today, and even though there’s more access to care, we’ve played a big part in expanding access for individuals who were not well served in the past. I’ve led the board of directors for the Home Care Association of America, and I’m now serving on the board of directors for the International Franchise Association. It is deeply personal for me.
What impact have women had on the franchise industry?
I attended my first franchise event almost 30 years ago. There was a session sponsored by the IFA’s Women’s Franchise Committee with only about 20 women in attendance. Over the years, women have helped redefine what leadership looks like in franchising. They’ve built very successful businesses, lead major brands, create jobs and mentor future women entrepreneurs while bringing important perspectives to the industry. By leaning in and finding community, women have helped create more leadership opportunities than ever before. I’m excited for this next generation of women who are going to be awesome.
Nancy E. Williams