Griswold
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Through partnerships with the VA, a focus on employing veteran Caregivers and tailored franchise opportunities for veteran entrepreneurs, Griswold continues to serve those who served.
Griswold, one of the country’s top home care companies providing professional, compassionate Caregivers 24/7, has long recognized the unique needs and contributions of the veteran community. From providing exceptional home care services to employing veteran Caregivers and welcoming veteran franchisees, the brand is deeply committed to honoring those who have served. According to Matt Ericksen, vice president of sales and operations at Griswold, that commitment is both a guiding philosophy and a daily practice.
Following the COVID-19 pandemic, more and more seniors are choosing to age in place. According to a 2022 AARP survey, 77% of adults 50 and older want to remain in their homes for the long term. Without the astronomical costs of assisted living facilities and nursing homes, home health provides seniors with the ability to live in the comfort and security of their homes with the assistance they need. And considering nearly one-half (49%) of all veterans in the United States are 65 years or older, this need is especially crucial among the military community.
And because many veteran care needs are advanced or long-term, Griswold ensures a careful, personalized approach.
“When there are veteran care needs, it’s usually on the more advanced or chronic side — more permanent disabilities, not a diagnosis where you return back to a certain level of care,” Ericksen said. “Our offices align from a personal care level with the training of the Caregiver. They really scrutinize the care needs to ensure that the veteran has initial success with that Caregiver so they feel comfortable moving forward.”
Griswold also collaborates with veteran organizations like the VA and the VFW to ensure veterans receive the care they need. Franchisees also have support in becoming credentialed to provide VA-funded services if applicable to their local market.
“We prioritize supporting veterans at the highest level by encouraging franchisees to seek credentialing with the VA and their community care network,” Ericksen said. “We want to ensure that as many of our locations as possible seek that credentialing and can support veterans in their local community. We want to make it accessible to as many local markets as possible. This really matters and is a part of our philosophy, so we make sure that franchisees have access to those services.”
Veterans don’t just benefit from Griswold services — many become part of the caregiving workforce.
“Caregivers matter so much to us, not only making a difference in their lives but also ensuring that we provide quality placement and employment,” Ericksen said. “Our franchisees are great at heading out and supporting veteran-led events, whether career fairs or otherwise. We make sure we are visible and prioritize hiring veteran Caregivers, just because we know the ability to place a veteran Caregiver with a veteran client is a dream come true.”
However, Ericksen is quick to point out that the impact is mutual.
“Caregivers are amazing individuals and come from all walks of life, but when you have a veteran seeking that profession, it brings with it an even higher level of purpose,” he said. “This is a mission-driven role, which is similar in the armed forces. That mission-driven mindset aligns extremely well with our philosophy, as far as providing exceptional care in the communities we serve. This can really drive a great connection. We generally see stronger retention with those individuals, because they have that service mindset.”
Griswold also offers veterans a pathway into entrepreneurship through franchise ownership. Griswold's franchise model is a perfect fit for veterans, providing a structured and supportive environment that mirrors military life. Over the years, Griswold has welcomed many veteran entrepreneurs into its system, providing a clear path to entrepreneurship for those transitioning out of the military and looking to enter the private sector as business owners.
“At this point, we have almost a dozen veteran-owned locations in our community of owners,” Ericksen said. “As soon as they are identified in the process, we connect them with other veteran owners in the system. We like to make sure they have that network within the network. Even in person when we are on site, we are tasked with making sure that they can meet each other and ensure they can find that brotherhood in a different way.”
That shared experience translates into strong performance.
“That mission-driven mindset is also what makes veterans great Griswold franchisees,” Ericksen said. “They are working at that team from the philosophical level. They understand the objective and how to get there. Working with our formula for franchise growth and development, they are great experts at implementing our structure. That orientation of structure really aligns well with the skills they learned in the military, which absolutely translates extremely well to our franchise. We see our veteran offices really perform well over the years of ownership.”
Griswold is a 5-star member of VetFran, an organization dedicated to educating and facilitating the transition of veterans into franchising. The company also offers a 20% discount on its initial franchise fee for any veteran joining Griswold.
A cornerstone of Griswold’s veteran support is its exclusive partnership with Patriot Angels, an organization that helps families navigate VA Aid and Attendance benefits.
“The Patriot Angels partnership is another big part of the equation,” Ericksen said. “They are an advisory business that helps families navigate a very complex application structure for the VA pension. I was able to work with the vice president of development to create an exclusive partnership between the two companies. So when individuals reach out to Patriot Angels seeking to access this pension and they ask for a provider of home care service, they now recommend Griswold.”
The impact has been powerful. “This helps veterans in the community who are first-time customers and have never needed care before,” Ericksen said. “They don’t really know what good care looks like, but we can bring that quality of care right to their doorstep. That exclusive partnership has really helped ensure that we are making a difference.”
At Griswold, honoring veterans isn’t just about discounts or partnerships — it’s about aligning with a shared sense of service.
“Caregivers, clients and franchisees alike, when they come from the veteran community, bring a mission-driven mindset,” Ericksen said. “That’s what makes this work meaningful. For us, it’s about ensuring veterans have access to the care, the jobs and the business opportunities they deserve.”
For more information on franchising with Griswold, visit: https://1851franchise.com/griswold.
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