A Business Guide to Hiring GIS Professionals

Regardless of whether you drink Starbucks coffee, there’s no denying they’ve transformed the coffee industry and become a household name worldwide. But how did they scale from a single store in Seattle to thousands of locations across the globe? One key driver of their success: Geographic Information Systems (GIS).

At the 2014 Esri User Conference, Starbucks revealed how their GIS platform, “Atlas,” transformed their expansion strategy. By layering customer analytics, demographic data, and location insights, they could pinpoint the most profitable areas for new stores, monitor performance, and streamline workflows. This use of GIS wasn’t just about making maps; it was about making smarter business decisions that fueled rapid growth.

The takeaway? GIS isn’t just for global giants. When applied strategically, it delivers measurable returns on investment, no matter your business size. The challenge for many companies, though, is knowing where to start. Hiring the right GIS talent can feel intimidating if you’re new to the field, but this guide will help you understand the basics so you can confidently bring GIS into your business and start unlocking its potential.

What is GIS and Why It’s Transforming Businesses

GIS, or Geographic Information Systems, are computer-based systems that collect, manage, analyze, and visualize data with a locational component. Often called “location intelligence”, GIS helps businesses work with the “where” of their data; like linking customer addresses to sales performance to reveal insights that drive smarter decisions.

The field of GIS is growing rapidly because of its proven impact across industries. Companies are applying GIS to asset management, marketing, logistics, and sales analysis, just to name a few. These capabilities deliver real, measurable ROI—from reduced costs to increased revenue—making GIS a strategic asset for organizations of all sizes. See our article LINK to dive deeper into how GIS is transforming businesses.

Take Starbucks again: they use GIS for large-scale site selection. But the same methods can empower a small, local coffee shop planning its first expansion. With a basic suitability analysis, even modest businesses can identify the best new location without wasting resources.

The good news? Getting started doesn’t need to break the bank. Many GIS professionals offer freelance or contract services, giving small and mid-sized businesses a way to experiment before committing to a full team. For companies managing more complex datasets and tasks, building an in-house GIS team might be the smarter long-term play.

The bottom line: technology alone doesn’t drive results—people do. To harness GIS effectively, you need the right professionals who can design, implement, and interpret location-based solutions. In the next sections, we’ll break down the key GIS roles you should know, what to look for in candidates, and how to capture and retain top talent.

Key Roles to Know Before You Hire

One of the challenges in hiring GIS talent is that job titles often vary by organization or industry. To help solidify some definitions, here are the most common GIS roles and what they typically bring to the table:

GIS Technician

Entry-level, foundational role

Focuses on data collection, digitization (e.g., converting property lines into digital format), and basic mapping. Often described as the “boots on the ground” of GIS, technicians provide the base data and maps that higher-level roles rely on. Sometimes called “Cartographers” when the role is primarily visualization-focused.

GIS Analyst

The most common role across industries

Analysts take GIS beyond mapping using statistical, modeling, and analytical methods to uncover insights. They may perform technician-level tasks but add value by interpreting data, identifying patterns, and supporting decision-making. Analysts range from entry-level to senior, depending on responsibilities.

GIS Developer

Blends GIS with computer science

Developers build tools and systems; automating workflows, creating custom applications, or developing dashboards for decision-makers. They typically need strong programming skills (i.e. Python, JavaScript, SQL) alongside GIS knowledge.

GIS Manager

Team leader and project manager

Oversees a GIS team, delegates work, ensures projects meet deadlines, and aligns GIS work with organizational goals. Managers usually need both technical GIS knowledge and leadership/management experience.

GIS Administrator

Hybrid technical + operational role

Typically a senior analyst or developer who also manages an organization’s GIS program, data infrastructure, or enterprise systems. Administrators balance technical execution with maintaining organizational standards and workflows.

Specialists

Niche expertise roles

Some GIS positions focus on specific methods (e.g., Remote Sensing Specialist working with imagery) or industries (e.g., Emergency Management Coordinator applying GIS to disaster preparedness). These roles are often tailored to unique organizational needs.

What to Look for in the Ideal Candidate

When writing a GIS job description or evaluating candidates, it’s easy to get overwhelmed by technical jargon. Instead, focus on these four areas:

Technical Skills

• Core Software: Proficiency in ArcGIS Pro or QGIS is a must-have for most roles.

• Programming (as needed): Developers and advanced analysts should bring Python, R, JavaScript, or SQL expertise for automation, analysis, and development.

• Data Skills: Look for expertise with databases, spatial data structures, and handling large or complex datasets.

Soft Skills

• Problem-Solving: GIS often involves untangling messy data or solving spatial challenges—candidates must enjoy troubleshooting.

• Communication: The best GIS professionals translate complex data into actionable insights for non-technical teams.

• Attention to Detail: Clean workflows, accurate documentation, and reliable data management are critical for project success.

Industry Knowledge

• A candidate with prior experience in your industry (e.g., real estate, utilities, retail) can often add value faster, since they already understand common workflows and priorities.

• That said, GIS professionals are highly adaptable, so weigh whether industry knowledge is a “must-have” or a “nice-to-have.”

Adaptability

• GIS is a rapidly evolving field. Your ideal candidate should be curious, flexible, and committed to learning new tools and methods as your organization grows.

How to Capture and Retain the Right Talent

Now that you understand the core GIS roles, the next step is finding the right professional for your organization, and keeping them engaged. Attracting GIS talent isn’t just about posting a job ad; it’s about building the right pipeline, creating a compelling brand, and fostering an environment where skilled professionals want to stay.

Finding GIS Talent

General Job Boards: Platforms like Indeed, Glassdoor, and Google Jobs offer quick access to a broad candidate pool. They’re efficient for reaching a high number of applicants, though they may require more time to filter for quality.

LinkedIn: More than just a job board, LinkedIn allows businesses to connect with professionals directly, showcase their company brand, and engage with industry groups. It’s especially useful for networking and attracting candidates who may not be actively job-hunting.

GIS-Specific Platforms: Specialized services (like our GeoFinder) give you direct access to GIS professionals looking for work. Instead of sifting through generic resumes, you can view curated profiles with verified skills and qualifications—saving time and building confidence in your hiring decision.

Building a Brand That Attracts

Top GIS professionals look for more than a paycheck. They want meaningful work, growth opportunities, and a supportive environment. Here’s how to position your organization as the top employer:

Show Purpose: Emphasize how your projects make an impact. GIS professionals value seeing how their expertise contributes to real-world outcomes.

Offer Growth: Highlight training opportunities, mentorship, and exposure to new tools or methods. Continuous learning is a major motivator for GIS talent.

Culture Matters: Showcase a collaborative, team-oriented workplace. Even though GIS professionals often work independently, they thrive in environments where communication and support are prioritized.

Keep Job Listings Realistic: Avoid overwhelming job ads with an exhaustive list of software requirements. Instead, focus on core “must-have” skills and a candidate’s ability to problem-solve and adapt. Most GIS professionals can quickly learn new software and skills.

Smart Interviewing

Interviews should reveal more than technical expertise. They should help you gauge adaptability, problem-solving, and cultural fit. Consider including:

Career Story: Ask how they entered GIS, what motivates them, and where they want to grow. This gives insight into their long-term potential.

Core Skills: Confirm experience with “must-have” tools or programming languages for the role.

Problem-Solving: Ask about a past challenge, how they approached it, and the outcome.

Communication: Pose a scenario where they must explain a complex GIS concept to a non-technical audience.

Collaboration: Explore examples of teamwork or cross-departmental projects to ensure they work well in multi-disciplinary settings.

Retaining Top Talent

Once you’ve found the right GIS professional, focus on keeping them engaged:

Upskilling Opportunities: Support certifications, training, and conferences. Continuous development keeps employees sharp and motivated.

Clear Career Paths: Be transparent about advancement opportunities. Employees are more likely to stay if they see a future within the organization.

Work-Life Balance: Flexible schedules, remote work options, and competitive compensation go a long way in boosting satisfaction.

Collaboration & Recognition: Foster a culture of teamwork and celebrate successes. Recognizing the value of GIS contributions, whether through incentives or simple acknowledgment keeps employees motivated.

Final Thoughts: Building Long-Term Value with GIS

Harnessing the power of GIS isn’t just about the technology, it’s a way of thinking about business through the lens of location. But the power of GIS can only deliver results when paired with the right professionals. It’s the professionals who design workflows, manage data, and translate insights into measurable ROI.

Whether you’re a small business just discovering GIS for the first time or a growing company looking to expand operations, the key to success is hiring the right talent and creating an environment where they can thrive. By understanding the core GIS roles, focusing on both technical and soft skills, and investing in employee’s retention through growth opportunities, flexibility, and recognition, you can unlock the full power of location intelligence.

Organizations that embrace GIS talent aren’t just solving problems, they are setting themselves up for success through innovation, resilience, and long-term growth. As GIS tech evolves, those with the right people in place will stay ahead of the curve, turning data into smarter decisions and a competitive advantage.