CJ Eason, “The Job Doctor,” President of Community Outreach with JobFairGiant.com.
In my time assisting local Michigan restaurants, cannabis retail stores and landscaping companies, I’ve noticed that small businesses often struggle with the high costs of recruitment marketing. According to the Society of Human Resource Management, it costs about $4,700 on average to make a new hire. But for small businesses, that figure can climb significantly if they have a small HR team as they often become more reliant on job boards, recruitment agencies and paid advertising. Additionally, larger corporations with established brand recognition can attract applicants organically, while small businesses must actively market their job openings, thus increasing costs.
While working with a restaurant chain that was struggling to recruit cooks and cashiers, I discovered a free, underutilized job marketing tool: Google Business Profile (GBP). GBP allows businesses to post job openings directly on Google Search and Google Maps—bypassing the costs associated with traditional job boards. It also offers the option to share regular updates or event announcements, making it easier to advertise. This experience showed me that integrating the Google Business Profile tool into hiring strategies can dramatically improve recruitment efforts in a more cost-effective way.
The Pros And Cons Of Using Google Business Profile For Hiring
For small businesses unfamiliar with Google Business Profile, there are a lot of advantages to consider. The first, of course, is the cost savings. There’s no need to pay for expensive job ads because it’s a free service. Then, leveraging a GBP increases a company’s visibility among local job seekers. This leads to more immediate engagement because candidates can contact businesses directly through Google Search and Maps posts.
As with any tool, there are some drawbacks to leveraging Google Business Profile as a recruitment method. Unlike traditional job boards, job posts expire after a certain point, so companies must frequently update their profile to remain visible. By appearing in general job searches, there’s the risk of receiving a higher volume of unqualified applicants. This will likely create a need for recruitment teams to conduct more-involved—and time-consuming—candidate screening.
On top of that, GBP doesn’t offer applicant tracking or data on where candidates originate, so companies looking for advanced analytics will need to look elsewhere. Finally, this recruitment method doesn’t make sense for all job types. It’s most effective when hiring for hourly and entry-level positions, rather than executive or highly specialized roles.
How To Use And Optimize Google Business Profile For Hiring
Having a Google Business Profile gives you access to three methods for showcasing job openings, promoting hiring events and attracting qualified candidates for free.
Create Engaging Job Announcements With Google Posts
Google Posts allow you to publish short announcements that appear in search results when potential candidates look up the company. The aforementioned restaurant chain I worked with had already been using Google Business Profile to attract customers, so I helped them see the tool’s recruitment potential. Together, we created optimized GBP posts that featured clear job descriptions, salary details and direct application links. Using only Google Business Profile to advertise jobs, the restaurant was able to fill six open positions in less than two weeks—at no cost.
If you want to use Google Posts, here are some ways to maximize its effectiveness. Keep posts under 100 words, and include direct, clear details like job title, pay, perks and/or scheduling flexibility. Add a strong call to action, such as “Apply today,” and use relevant hashtags to increase visibility. Here’s what a Post might look like: We’re hiring! Looking for a front desk associate to join our team in Detroit, Michigan. $18 per hour, flexible shifts and great benefits! Apply today: [Website] #NowHiring #JobOpening
Keep Job Listings Fresh And Visible With Google Updates
With the Google Updates feature, you can post ongoing announcements to keep your job postings prominent in search results. One client, a logistics company, was looking to hire some warehouse associates and chose to rely on the Google Business Profile tool. By posting weekly job updates and promoting benefits like sign-on bonuses, the company received 50 applications in one month.
To ensure your Google Updates are engaging, include new language or added incentives. For example, you can include details about hiring bonuses, referral programs or flexible scheduling options. Then be sure to rotate the job roles that you’re highlighting to maximize exposure. An example Update could be“Still hiring! We’re looking for warehouse associates. Competitive pay, overtime available. Apply today: [Website]”
Promote Hiring Events And Job Fairs With Google Events
The GBP Events feature is incredibly valuable if you regularly host hiring events, open interviews or job fairs. Beyond increasing the visibility of your event, you can create urgency around time-sensitive job opportunities. You can also encourage candidates to RSVP directly from the post or send them to your website for more details.
A staffing agency client used both the Events and Updates features as the strategy for promoting a walk-in hiring event. It shared the initial post three weeks in advance, then made weekly updates. On the day of the event, the agency was able to engage with 150 attendees.
When using Google Events, I suggest announcing your event at least two weeks in advance, then posting regular reminders. For your initial post, consider sharing something like this: “Join us for our hiring event on March 10! We’re looking for retail associates and cashiers to fill immediate openings. Walk-in interviews and on-the-spot hiring! Bring your résumé. RSVP here: [Website]”
Is Google Business Profile right for your hiring strategy?
Google Business Profile is an effective, free tool that small businesses can use to increase job visibility and attract local candidates. While it may not replace applicant tracking systems or paid job boards, its features can significantly enhance hiring efforts. So if you’re looking to fill hourly or entry-level roles, or promote hiring events, consider GBP as a strategic recruitment tool.
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CJ Eason