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Employer branding · Media and entertainment

A reporter picks the beat and the editor, not the company on the letterhead.

Employer branding for a news or digital media company is what a reporter, sub-editor or video producer learns about your desks and your editors before applying, in a trade where salaries are known and reputations travel.

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

A mentor helps a new colleague get started at a shared worktable

In one paragraph

Employer branding for a news or digital media company is what a reporter, sub-editor or video producer learns about your desks and your editors before applying, in a trade where salaries are known and reputations travel. GullySales writes the careers page, the desk descriptions and the interviews behind them.

Also written for

News companies, Digital media companies, Publishing houses.

What we do not do

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

For news and digital media companies

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

  • “The desk and the editor are the offer”

    Somebody giving up a byline at a known masthead wants to know which beat is open, who runs that desk and what they will be allowed to report. A careers page that names neither is asking for a leap of faith nobody in this trade takes.

  • “Your candidates read the people who cover you”

    Journalists follow the media business closely, so a quiet round of exits or a late salary is known inside the newsroom network long before it is public. Writing a page that pretends otherwise is read as confirmation.

  • “The question nobody asks in the interview”

    What happens when an advertiser rings about a story. Every reporter wants the answer and almost none will ask for it, so the organisations that say something about editorial independence, in their own words, have an advantage over those that say nothing.

  • “Print and digital are two different hires on one page”

    A sub-editor on a night desk and a social video producer want different hours, different tools and different proof that you take their craft seriously. One general careers page persuades neither.

What we do

What we deliver for news and digital media companies.

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

  1. A careers page organised by desk

    City, business, sport, features, digital and video, each with the editor who runs it and the kind of work that desk has been doing lately.

    Result: A reporter can tell which job she is applying for before the interview.

  2. Job posts that state the bureau and the reporting line

    The city, the beat, who the role reports to, whether it is a shift desk, and what the first three months would cover, confirmed by that editor.

    Result: Fewer applications from people who wanted an entirely different newsroom.

  3. Reporters on stories they were backed on

    Interviews about a piece that was difficult and got published anyway, told by the person who wrote it, cleared by the editor before use.

    Result: The strongest argument you have, made by somebody other than management.

  4. A written position on the editorial line

    What the organisation commits to, where the boundary sits and who decides, agreed at the top. Where you would rather say less, the page says less and says nothing false.

    Result: A candidate can weigh the real thing instead of guessing.

  5. The trainee and intern route

    How the stipend, the desk rotation and the path to a staff contract work, written for journalism students and their department heads.

    Result: A pipeline at the level where most of your hiring actually happens.

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 news and digital media companies

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
We cannot match what a technology company pays a video editor.
You cannot, and the page will not close that gap. Some people leave for the money and always will. What you do have is a byline, a desk, an editor worth learning from and work that goes out the same day, and saying that plainly beats competing on a number you will lose.
Do you hire journalists or run our newsroom recruitment?
No. GullySales does not recruit, does not supply candidates and does not sit in your interviews. We write the careers content and the job posts, and your editors decide who joins exactly as they do now.
Our management does not want the editorial line discussed in public.
Then we write nothing about it. The rule is that a page may be quiet on a subject but must not claim the opposite of what a newsroom knows to be true. A careers page that promises independence the staff does not experience will be quoted back at you by the next person who resigns.
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.

Media and entertainment

Employer branding for the rest of the media and entertainment.

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