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. GullySales writes the careers page, the beat posts and the referral message that runs through your market.
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.
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.
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.
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.
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.
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.
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, then reported every month against it.
How it works
From your first message to the first monthly report.
No open-ended retainer. Each step has a point in time and something you receive.
01 · Day 1
Free audit call
45 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
02 · Within a few working days
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope and fee come with it, in writing.
03 · Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later month has an honest comparison.
04 · Month 1
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
05 · Every month
Report against the baseline
What moved, what did not, and what changes next, in plain words.
06 · Month 3 to 6
Renew on the numbers
The term ends and you decide whether to continue from the results. No twelve-month lock.
How the work runs for FMCG distributors
- 1
Talk to current employees
We interview a cross-section of staff honestly, including some who might raise uncomfortable points.
- 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
Build the careers content
The careers page, job post templates and employee stories are written from what staff actually said.
- 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
Hand over and refresh periodically
Content is handed over for ongoing use and revisited periodically as the team and roles change.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every monthly report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No lock-in, no guarantees we cannot keep
Three to six months at a time. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 45-minute call with the person who will do the work
- A written, scored report on the six places orders leak, within a few working days
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Is this not too big a thing for a firm our size?
Our principal handles marketing. Will they object?
When is this not worth doing?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Retail and consumer
Employer branding for the rest of the retail and consumer.
Or start from employer branding.