The Staffing Nightmare Every Brisbane Owner Knows
You’ve seen it. You’ve probably felt it. You put a job ad up on Seek, spend a few hundred bucks, and wait.
Nothing. Or worse—a flood of resumes from people who haven't even read the job description and won't show up for the interview anyway.
If you’re running a plumbing business in Chermside or a boutique law firm in the CBD, you know that finding good people is harder than finding a park at Milton on game day. Most owners think the answer is just "pay more money." But unless you have bottomless pockets, that’s a losing game. There is always a bigger company willing to outbid you by five grand a year.
The secret isn't just about the paycheck. It’s about your reputation as a boss. In the marketing world, people call this "employer branding." In the real world, it’s just people talking about whether your business is a great place to work or a total nightmare.
Why Your Reputation is Your Best Recruitment Tool
Think about the last time you hired someone great. Did they come from a cold ad? Probably not. They likely heard about you from a mate, or they saw your trucks around and thought, "Those guys look like they know what they’re doing."
Your business brand isn't just for customers. It’s for your future team. When you build a solid reputation, you aren't just winning more jobs; you're making it easier to hire. People want to work for winners. They want to work for the business that has the best reviews, the cleanest gear, and the happiest staff.
If your online presence looks like it was built in 2005 and your only Google reviews are from three angry ex-customers, why would a high-quality worker want to join you? They’ll go to the competitor who looks professional and organised.
Two Ways to Find Staff: The "Burn Cash" Method vs. The "Magnet" Method
There are generally two ways small businesses handle hiring. One costs a lot of time and money but feels "easy" in the short term. The other takes some effort upfront but pays off for years.
1. The "Burn Cash" Method (Reactive Hiring)
This is what 90% of small businesses do. You get busy, someone quits, or you suddenly realise you’re drowning in work. You panic. You throw an ad on Seek or Indeed. You pay for the "premium" listing because you’re desperate.The Cost: $300–$800 per ad, plus hours of your time sifting through junk. The Result: You usually settle for the "best of a bad bunch" because you need a body on-site on Monday. Six months later, they quit or you have to fire them, and you’re back at square one. The Verdict: It’s a waste of money. It’s a band-aid fix for a broken leg.
2. The "Magnet" Method (Building a Brand)
This is about making your business look like the place to be before you need to hire. It’s about showing off your culture, your wins, and your team on social media and your website. It’s about hiring better people by selling them on a vision, not just a wage. The Cost: Mostly your time and a bit of effort on your marketing. The Result: When you do need someone, you already have a list of people who follow you and want in. Or, even better, good people reach out to you out of the blue. The Verdict: This is how you grow a stable, profitable business.What Actually Makes Someone Want to Work for You?
Let’s be honest. If you’re a small business, you probably can't offer a corporate gym membership or a fancy office with a barista. And that’s fine. Most tradies and local workers don't want that anyway.
They want three things: 1. To be treated with respect. 2. To work for a business that isn't a shambles. 3. To feel like their work actually matters.
If your marketing shows that you have your act together, you’ve already won half the battle. When a potential employee looks at your Facebook page and sees photos of the team at a Friday BBQ, or a video of a finished project you’re proud of, they see a business that values its people and its work.
It’s not about having a fancy logo. In fact, people buy from you, not your logo. The same goes for employees. They want to work for you, the owner, and the team you’ve built.
Practical Steps to Build an "Employer Brand" (Without the Fluff)
You don't need a marketing degree to do this. You just need to show the world what it’s actually like to work at your shop or on your job sites.
Show the Work
Stop posting boring stock photos. If you’re a landscaper in Samford, show the messy "before" and the stunning "after." Tag the guys who did the work. Saying "Great job by Gaz and Smithy on this one" tells potential hires that you give credit where it’s due.Fix Your Online Face
When someone hears about a job opening at your place, the first thing they do is Google you. If they find a website that doesn't work on phones or a Google listing with no photos, they’ll assume you’re struggling. You don't need to spend a fortune, but you do need to look professional. If you aren't sure where to start, you need to look at what you should spend to actually get results. It's often less than you think if you focus on the right things.Share Your "Why"
Why did you start this business? Most owners started because they wanted to do things better than their old boss. Share that. Whether it’s "we never cut corners" or "we make sure everyone is home for dinner by 5 PM," these business values are what attract the right people. If you value family time, you’ll attract workers who also value family time—and they are usually the most reliable employees.The Trade-off Nobody Mentions
Building a brand that attracts staff takes time. It’s not a tap you can turn on tomorrow. It takes months of consistent posting, getting good reviews, and being a decent boss.
But here is the trade-off: Would you rather spend 10 hours a month on your marketing now, or 40 hours next month interviewing 20 people who are all wrong for the job while your current staff are burnt out and quitting?
I’ve seen this work firsthand. We worked with a mechanic in Coorparoo who couldn't find a senior tech for love or money. We stopped the boring "Mechanic Wanted" ads and started filming short videos of him explaining how they solve tricky engine problems that other shops couldn't fix. Within two months, a tech from a dealership down the road called him up. He didn't ask about the pay first; he asked about the tools and the types of cars they were working on. He wanted to work with experts.
What to Do if Things Go South
Sometimes, despite your best efforts, things go wrong. A bad hire leaves and writes a nasty review on Glassdoor or Google. Don't panic and don't get into a shouting match online. How you handle the heat says more about your business than the bad review itself. You need to know how to protect your reputation when things get messy. A calm, professional response shows potential staff that you are a level-headed leader.
Stop Waiting for the Perfect Candidate
If you’re sitting around waiting for the "perfect" worker to fall into your lap while your business looks like a mess from the outside, you’re going to be waiting a long time.
Good workers are like good customers. They have options. They are looking for a business that is going places, treats people right, and has a clear vision.
Start showing that side of your business today. - Take a photo of the team. - Post a win from a happy customer. - Update your Google profile. - Talk about what you stand for.
It’s not just "marketing." It’s building a business that people actually want to be a part of. And in the long run, that’s the only way to grow without losing your mind.
Ready to stop chasing and start attracting? At Local Marketing Group, we help Brisbane small businesses build reputations that win both customers and staff. If you're tired of wasting money on ads that don't work, let's have a chat about a strategy that actually moves the needle.