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GullySales
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Employer branding · Professional services

Your articles will qualify and leave, and your careers page should say so.

A chartered accountancy or audit firm hires article assistants who will finish three years, qualify and go, and the honest case for joining is what those three years teach.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Professional services colleagues discussing associate workload and progression around a meeting table

In one paragraph

A chartered accountancy or audit firm hires article assistants who will finish three years, qualify and go, and the honest case for joining is what those three years teach. GullySales writes the careers page, the articleship post and the alumni content, within the limits the institute sets on what a member may publish.

Also written for

Chartered accountant firms, Accounting firms, Audit firms.

What we do not do

We do not recruit, supply candidates or run payroll. We help candidates see the employer you already are.

Where this sits

For chartered accountant and accounting firms

Where it usually goes wrong, and what we would do.

  • “Pretending they will stay is the mistake”

    Articles join to qualify. A firm that says so, and describes what they will have done by the time they sit for finals, attracts better articles than one talking about long-term careers.

  • “Exposure is the currency and it is specific”

    Statutory audit of a listed client, a bank branch audit in the season, transfer pricing, a first-appeal matter. An article chooses on which of those they touch and who checks their work.

  • “Study leave and the stipend are the first two questions”

    Both are asked in the first message and answered vaguely by most firms. State your leave policy before the attempt and state what you pay. Neither number comes from us.

  • “Your alumni are your best recruiters and you lost their numbers”

    The articles who qualified with you are now in industry and are asked for advice by juniors every year. A firm that stays in touch has a hiring channel costing nothing.

What we do

What we deliver for chartered accountant and accounting firms.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A careers page that describes the three years

    What an article does in the first year, the second and the third, which assignments, which sectors, who reviews the working papers. Factual, because the institute limits how a firm may present itself.

    Result: A student comparing three firms has one honest description to compare against two vague ones.

  2. The articleship post, written once and properly

    Intake months, the work, study leave before attempts, the stipend as your firm pays it, the transfer position, the partner an article reports to.

    Result: The same post every year, instead of a fresh improvisation each March.

  3. Alumni content

    Where your former articles are now, published with their permission, and a short note they can pass on when a junior asks them about the firm. No claims about placement.

    Result: The people who left become the reason the next batch arrives.

  4. Posts for semi-qualified and qualified staff

    Audit executive, tax executive, manager. What each one owns, what they sign, and what stops the role being the same year repeated.

    Result: Applications from people who want the next step rather than the same desk elsewhere.

  5. The first month, examined

    What an article is given in week one, who explains the client, what happens when the season starts. Firms lose good articles to a transfer request in month two.

    Result: The month that decides whether they stay is planned instead of survived.

How the result is measured

  • Applications received per open role
  • Careers page engagement and time on page
  • Candidate drop-off during the interview process
  • Referral hires as a share of total hires

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full employer branding page

How it works

How the work runs for chartered accountant and accounting firms

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Talk to current employees

    We interview a cross-section of staff honestly, including some who might raise uncomfortable points.

  2. 2

    Find the genuine reasons to join

    We identify what is actually true and attractive about working there, rather than generic claims that could apply anywhere.

  3. 3

    Build the careers content

    The careers page, job post templates and employee stories are written from what staff actually said.

  4. 4

    Review the candidate experience

    We check what happens between application and offer, since branding cannot fix a process that loses candidates through delay.

  5. 5

    Hand over and refresh periodically

    Content is handed over for ongoing use and revisited periodically as the team and roles change.

Before you hire anyone

The first thing to do yourself.

Read your company the way a good candidate would, before you change anything.

  1. Search for your company name with the word jobs, and read the first page of results as a candidate would.
  2. Read your last ten reviews and list the points that appear more than once.
  3. Ask your three newest joiners why they said yes, and what almost stopped them.

Judge any provider

What to ask any agency or ghost-writer.

Useful whoever you choose, including us.

  • Will you work from what our people actually say, or from a template?
  • Do you do recruiting or supply candidates, or only the employer-brand work?
  • Who approves anything that speaks for our staff?
  • Which of our existing job pages and profiles will you change, and which will you leave alone?
  • What do you count as a result, and what will you not promise?

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is a careers page allowed? We are restricted in what we can advertise.
Advertising and solicitation by members are restricted by the institute, and the guidance on what a firm may put on its own website is specific and has changed over the years. It is your membership at stake, so have the institute's current guidance or your regional council confirm the wording. We write factual, non-promotional content about roles and the work and send it to you to check.
Why spend on this when articles come through the institute anyway?
Because the good ones choose between three firms and they choose on exposure. If you fill your seats every year with articles who stay the full period, you do not need this. If your best articles apply for a transfer in month three, the description of the work was wrong, and that is what gets fixed.
Do you recruit articles or staff?
No. GullySales is not a recruitment firm, supplies no candidates and has nothing to do with stipends or payroll. The writing, and a review of your own hiring process, is the entire scope.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on what is being changed and how many of the people who matter see it. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever the work touches, such as your profiles, your website or your accounts, and time with the people who can answer our questions.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Professional services

Employer branding for the rest of the professional services.

Or start from employer branding.

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.

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