Employer branding
Present the business as a place worth working, to the candidates who have not applied yet.
What a candidate finds when they look up a company they are thinking of joining. For example, a Peenya fabricator whose job post never mentions the second-shift bus route loses the candidate who needs it, before anyone speaks to them.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Employer branding is the work of presenting a business as a place worth working. It works through the careers page, job posts and how current employees describe the business, aimed at candidates rather than customers. GullySales does not recruit, supply candidates or run payroll; it works on what a candidate finds when they look the company up.
The service
Present the business as a place worth working, to the candidates who have not applied yet.
Technology
Employer branding for technology.
- AI, ML and data analytics companiesEvery company says AI now, so the word tells a candidate nothing at all.
- Cloud and DevOps companiesNobody joins a platform team without first asking who carries the pager.
- Cybersecurity companiesYour best analysts leave because of the shift, not because of the work.
- Data centresThe technician you need is not on LinkedIn and the bus route decides it.
- Electronics manufacturing companiesOn-roll or through an agency is the first thing anybody asks you.
- ERP and CRM companiesConsultants join for the product and leave because of the go-live weeks.
- Global capability centresYour parent is a household name at home and unknown to candidates here.
- IT services and consulting companiesThe first thing a candidate wants to know about you is the bench.
- SaaS companiesYour product is obvious to you and invisible to the person applying.
- Semiconductor and embedded systems companiesYour post says VLSI engineer and the candidate cannot tell design from verification.
- Software development companiesDevelopers read your job post to work out if this is product work or a client queue.
Startups
Employer branding for startups.
Healthcare
Employer branding for healthcare.
- Clinics and polyclinicsYour next receptionist lives two streets away and hears about it locally.
- Dental clinicsAn associate leaves when every implant case goes upstairs to the principal.
- Diagnostic centres and labsLab technicians choose by the analysers you run, not by the logo on the door.
- Eye hospitals and clinicsA fellow wants to know how many cataract cases they will handle themselves.
- Fertility clinicsAn embryologist is choosing your laboratory, not your brand.
- Health-tech and telemedicine companiesCandidates want to know whether this is healthcare or a call centre with an app.
- Home healthcare and ambulance servicesThe attendant you send out is alone in a stranger's house at two in the morning.
- Hospitals and hospital chainsNurses ask about the duty roster and your careers page talks about beds.
- Medical staffing companiesNurses look you up as an employer before they let you place them anywhere.
- Physiotherapy and rehabilitation centresGraduates pick the centre where somebody senior still watches them work.
- Skin and hair clinicsYour laser therapist is being offered more money by the clinic two streets away.
Pharma and life sciences
Employer branding for pharma and life sciences.
- Biotechnology and life science companiesYour scientist's other offer is a doctorate abroad, and only the project beats it.
- Clinical research organisationsEvery candidate you interview knows the study ends. Say what happens then.
- Medical device and equipment manufacturersYour hardest hire is the engineer who fixes an operating theatre at midnight.
- Pharmaceutical manufacturersThe chemist who signs your batch records is judging you before she applies.
Manufacturing
Employer branding for manufacturing.
- Building material manufacturersYour plant is forty kilometres past the last bus stop, and the job post never says so.
- Chemical manufacturersHis mother decides. She is asking what happened the last time something went wrong.
- Electrical equipment manufacturersA testing engineer joins the company whose panels go to the type-test lab.
- Engineering and heavy engineering companiesYour apprentice already knows whether last year's batch was made permanent.
- Fabrication and sheet metal companiesA certified welder can work anywhere, so he is asking who pays for the test.
- Furniture manufacturersThe carpenter you need heard about you from a cousin, not from your careers page.
- Industrial automation and robotics companiesAn automation engineer's CV is a list of platforms, so put yours on the page.
- Injection moulding and plastics companiesThe second shift ends at ten, and the bus decides whether she takes the job.
- Packaging manufacturersA rotogravure printer can pick his employer, and the whole trade knows it.
- Precision manufacturing and CNC companiesAn operator loading the same part for two years wants to know when he gets the control.
- Textile and garment manufacturersYour next twenty tailors come from the home village of the twenty on the line.
Automotive
Employer branding for automotive.
- Auto component manufacturersYour part is in a car everyone knows, and nobody has heard of you.
- Automobile service centresTechnicians pick the workshop where they will learn something, not the one nearest home.
- EV charging and mobility companiesYour field technician works alone all day, and the job post never mentions it.
- EV manufacturers and battery companiesThe battery engineer you want has a safer offer and a family asking about it.
- Vehicle dealershipsSales staff leave you for a hundred rupees more, and come back when the scheme changes.
- Vehicle manufacturersEverybody knows your vehicles and nobody knows what your line is like at 6am.
Banking and financial services
Employer branding for banking and financial services.
- BanksIn a district town a bank job still means a government job, and yours is not one.
- Fintech and payment companiesAn engineer checks your outage history before they check your careers page.
- Insurance brokers and agenciesYou train a servicing executive and the insurer you place business with hires them.
- Insurance companiesAgency manager is a recruiting job, and your post says sales.
- NBFCs and lending companiesThe hardest question about your field job is asked at home, not in the interview.
- Wealth and asset management companiesA relationship manager joins you with one question: will my clients still trust me?
Professional services
Employer branding for professional services.
- Architecture firmsA graduate reads your portfolio looking for people and finds only buildings.
- Chartered accountant and accounting firmsYour articles will qualify and leave, and your careers page should say so.
- Company secretary and compliance firmsNobody trains for three years to type into a portal all day.
- Design studiosTwo years of your best work, and a designer cannot show a line of it.
- Engineering consulting firmsAn engineer is asking whether this desk sits in your office or on somebody's site.
- HR consulting firmsYour candidate is judging your hiring process, because that is what you sell.
- Law firmsA junior joins a senior, not a firm, and your website never mentions the senior.
- Management and business consulting firmsAn analyst joins for the work, and leaves when the work turns out to be slides.
Marketing and media services
Employer branding for marketing and media services.
- Advertising agenciesA copywriter wants to know whose accounts, and whether the decks stop at eleven.
- Branding and creative agenciesEverything in your studio is signed by the founder, and your seniors have noticed.
- Digital marketing agenciesAccounts per person is the number a performance marketer actually wants.
- Event management companiesThe wedding season ends in February and your crew needs to know what happens next.
- Market research companiesYour careers page speaks to the analyst and ignores the field team you cannot hire.
- Media agenciesA buyer's career is made of the media they have actually bought.
- Public relations agenciesThis industry is small enough that a candidate rings your last leaver first.
- Social media agenciesAn editor picks the agency by the machine they will be cutting on.
BPO and customer operations
Employer branding for bpo and customer operations.
- BPO companiesYour candidate has to convince a parent that this is a real career.
- Call centres and customer service companiesMost of your hiring starts with a forwarded message, not with your website.
- KPO and knowledge services companiesYour analysts are tired of being introduced as a call centre at family functions.
Education
Employer branding for education.
- Coaching institutesA teacher is asking whether your hoardings will still carry their face next year.
- Colleges and universitiesFaculty will forgive the teaching load. They will not forgive the accreditation files.
- Corporate training and skill development companiesA trainer's first question is whether this is a salary or a day rate.
- EdTech companiesCandidates read what your former employees posted before they open your careers page.
- SchoolsEvery page of a school website is written for parents, and teachers notice.
Hospitality and food service
Employer branding for hospitality and food service.
- Catering companiesYour client's admin team reads the hiring page before it decides you can staff a site.
- Cloud kitchens and food delivery companiesThere is no dining room to walk into, so the page has to stand in for the building.
- Facility management companiesYour staff wear somebody else's badge, so nobody knows who employs them.
- Hotels and resortsYour roster is the first thing a steward asks about, so publish it.
- Restaurant chains and QSR brandsA crew job is one season of somebody's life, and your page should treat it that way.
Retail and consumer
Employer branding for retail and consumer.
- E-commerce and D2C companiesYour funding news is read before your careers page, and it answers a different question.
- Electronics retail chainsHalf your floor works for the brands, so say which job you are actually offering.
- Fashion retail chainsYour best candidates already shop with you and the careers page ignores them.
- FMCG companiesA sales officer wants to know the town, the beat and when the transfer comes.
- FMCG distributorsYour salesman tells people he works for the brand he carries, not for your firm.
- Furniture retail chainsYour showroom is out on the ring road, and the commute is the first sum a candidate does.
- Jewellery retail chainsBag checks and a daily stock count belong on the page, not in the induction.
- Pharmacy and optical chainsOne pharmacist's resignation closes a counter, so hiring cannot start when he leaves.
- Supermarkets and hypermarketsA store opening means forty hires in three weeks in a town that has never heard of you.
Real estate and construction
Employer branding for real estate and construction.
- Building and civil contractorsWhat the mestri says about your last site travels faster than anything you publish.
- Commercial and luxury developersA leasing hire asks about the asset and the anchor tenants before asking about you.
- Infrastructure and EPC companiesSite engineers judge you by what happened to the last project's team.
- Interior design and turnkey interior companiesDesigners leave when the work is published without their name on it.
- MEP and building services contractorsYour supervisors are hired by other supervisors, not by your website.
- Property management companiesYour estate manager answers to a committee of residents, and the job post never says so.
- Real estate brokerages and PropTech companiesA consultant joins for the leads, and his family needs convincing this is a job.
- Residential developersAn engineer joining you moves near your site for two years, and the family asks first.
Logistics and transport
Employer branding for logistics and transport.
- Courier and last-mile delivery companiesRiders compare your per-delivery rate every week and leave on a Tuesday.
- Freight forwarders and shipping companiesIn a port city everyone already knows who pays on time and who does not.
- Logistics and supply chain companiesEvery branch manager hires alone, with no careers page to send a candidate to.
- Transport and trucking companiesA driver's wife decides whether he takes your route, so write for her.
- Warehousing companiesThe warehouse across the road pays a little more, and the whole estate knows it.
Travel and aviation
Employer branding for travel and aviation.
Telecom and energy
Employer branding for telecom and energy.
- Internet service providers and networking companiesYour installer is the only person from your company a customer ever meets.
- Oil and gas companiesYour best technician is comparing your roster with a Gulf contract.
- Power generation and distribution companiesNobody outbids a board posting on pension, so your argument has to be the plant.
- Solar and renewable energy companiesSomebody has to be on that roof in May, and they know it.
- Telecom operators and infrastructure companiesA field engineer cannot tell whether you or a partner would be the employer.
Food and agriculture
Employer branding for food and agriculture.
- Agri-input companiesThe posting is a town the graduate has never seen, and that decides the offer.
- Agri-tech companiesAn agronomist and a backend engineer cannot be hired off the same careers page.
- Bakery chainsProduction starts at two in the morning so the shelf is full by seven.
- Dairy companiesMilk arrives on Diwali morning too, and your hiring has to say so.
- Food processing and packaged food companiesNobody warned the new operator about the hairnet and the wet floor.
Consumer services
Employer branding for consumer services.
- Gyms and fitness chainsTrainers leave for the split shift long before they leave for the money.
- Home service companiesYour technician is offered a side job at every second door he knocks on.
- Salon and spa chainsA stylist's clients follow the stylist. Say what she builds by staying.
- Security agenciesWhat last month's salary date says about you travels faster than any advert.
Staffing and recruitment
Employer branding for staffing and recruitment.
- Contract and temporary staffing companiesMost of your employees have never seen your office or met anyone from it.
- Executive search firmsThe chief executive you approached looked your firm up before deciding to reply.
- Overseas recruitment agenciesA counsellor's parents ask if your company is genuine before she accepts.
- Recruitment and staffing agenciesYou sell hiring for a living and your own recruiters leave inside a year.
Media and entertainment
Employer branding for media and entertainment.
- Animation and VFX studiosArtists know the delivery date too, and start looking two months before wrap.
- Entertainment and gaming companiesAn artist judges your studio by what you post, not by what you claim.
- News and digital media companiesA reporter picks the beat and the editor, not the company on the letterhead.
- TV, radio and OTT companiesMost of the people who put your channel on air are not on your payroll.
Public and social sector
Employer branding for public and social sector.
Workspace
Employer branding for workspace.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.