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Employer branding · Retail and consumer

Your salesman tells people he works for the brand he carries, not for your firm.

Employer branding for a distribution house is the unglamorous job of making a family firm findable and worth joining, when the only name anybody recognises is the principal's.

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

A field sales team and HR coordinator discussing territory coverage at a consumer goods depot

In one paragraph

Employer branding for a distribution house is the unglamorous job of making a family firm findable and worth joining, when the only name anybody recognises is the principal's. GullySales writes the careers page, the beat posts and the referral message that runs through your market.

Also written for

FMCG distributors, Super stockists, Distribution companies.

What we do not do

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

For FMCG distributors

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

  • “The brand on the carton gets the credit for your job”

    Your salesman introduces himself by the company whose stock he carries. Nobody in the market, and nobody at his home, knows the name of the firm that pays him.

  • “What a retailer says about you is your careers page”

    Hiring runs through the market. A shopkeeper who has been shorted on a damage claim tells the next salesman looking for work, and that travels further than anything you publish.

  • “A salesman is judged on lines per call and wants the number before he joins”

    Outlets a day, lines per call, the incentive slab and whether the target moves every quarter. Print it, and the ones who join are the ones who can do it.

  • “The godown and the delivery van are where you actually lose people”

    Loaders and drivers turn over fastest and are hired with a phone call and no conversation at all. Nothing is ever written down about that work, so nothing about it improves.

What we do

What we deliver for FMCG distributors.

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

  1. A findable page and a Google Business Profile in your own name

    The firm's name, the brands carried, the territory, the roles it hires for and a number that is answered, so a search for your firm finds you rather than the principal.

    Result: Your firm exists in a search, for the first time.

  2. Beat posts for salesmen

    Each post naming the brands, the market, the outlet count, the vehicle arrangement and how the incentive is worked out.

    Result: A salesman knows the beat before he sits down in front of you.

  3. Driver, loader and godown posts in the local language

    Short notices for the warehouse lane and the transport stands nearby, naming the hours, the load, the route and the pay basis.

    Result: The hardest roles stop being filled by whoever happens to turn up.

  4. A referral message for your retailer network

    One forwardable message your salesmen carry down the beat, because every kirana owner knows somebody looking for work.

    Result: Every shop on the beat becomes somewhere the vacancy is heard about.

  5. The owner as the employer

    A short profile of the person who runs the firm, how long it has traded and what happens to people who stay, because in a family firm the owner is the reason somebody joins.

    Result: A candidate's family has something to read before anybody agrees to the job.

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 FMCG distributors

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 this not too big a thing for a firm our size?
It is a page, a set of posts and one message, and most of the work is a conversation with you and two of your salesmen. We do not recruit, we do not supply staff and we do not run your payroll, so there is nothing ongoing beyond the writing and the report.
Our principal handles marketing. Will they object?
This is not brand marketing and it should not carry the principal's identity. We write about your firm as an employer, name the brands as what you distribute, and keep clear of their advertising guidelines. If your agreement restricts how their name may be used, their terms come first and we write around them.
When is this not worth doing?
If you run a single beat with four salesmen who have been with you ten years, leave it alone. This starts to pay when you are adding beats, taking on a new principal, or replacing the same driver twice a year.
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.

Retail and consumer

Employer branding for the rest of the retail and consumer.

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