Employer branding · Public and social sector
The person you want is taking a pay cut on purpose. Write for that person.
Employer branding for an NGO is the work of describing a job precisely enough that somebody who could earn more elsewhere chooses it anyway, and honest enough that the grant tenure is known before the offer. GullySales writes the careers content and the field staff stories that carry it.
In one paragraph
Employer branding for an NGO is the work of describing a job precisely enough that somebody who could earn more elsewhere chooses it anyway, and honest enough that the grant tenure is known before the offer. GullySales writes the careers content and the field staff stories that carry it.
Also written for
NGOs, Non-profit organisations, Corporate foundations, CSR organisations.
Where this sits
For NGOs and non-profits
Where it usually goes wrong, and what we would do.
“Vagueness is fatal when the salary is not the argument”
Working towards social change persuades nobody. The district, the community, the number of villages, what the role decides without asking anyone, and who it answers to: that is what a programme officer is weighing against a corporate offer.
“Half your roles end when the grant does”
Everyone in the sector knows it and most organisations still leave it out of the post. Saying the tenure and the renewal position up front costs you a few applications and saves you the resignation in month ten, when the project is at its most fragile.
“The district team is hired in the district”
A community mobiliser is found through the panchayat, a partner organisation or the person already doing the job. Your English careers page reaches the Bengaluru office hires and hardly anybody else, so the field material has to exist separately and in the state language.
“The questions a woman joining a field role will not ask”
Night travel, where she stays in the block, who accompanies her, and how a complaint is handled. Answering all of that in writing, before the interview, tells her more about the organisation than any statement of values.
What we do
What we deliver for NGOs and non-profits.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
Careers content that leads with the programme
Each role set inside the work it belongs to, with the geography, the partner organisations and what the last year of that programme actually covered.
Result: A candidate applies to a programme rather than to an organisation chart.
Tenure and funding position on every project role
How long the post is funded for, what happens at renewal, and what has happened before in comparable roles, written only from what your finance lead confirms.
Result: Offers accepted with open eyes, and fewer exits mid-project.
Field staff in the language of the state
Interviews with mobilisers and field coordinators, recorded in Kannada, Hindi or whichever language the block works in, used as they were spoken.
Result: Material your district team can circulate where the hiring really happens.
The practical conditions of a field posting
Travel, accommodation, safety arrangements, and the process for raising a concern, set out plainly using your existing policy documents.
Result: A serious candidate stops having to guess, and a careless organisation stops looking like one.
The founder and programme heads on record
Short interviews on how decisions are taken and where they are delegated, drawn from an hour a month rather than from a written brief.
Result: An answer to the quiet question about whether anyone but the founder decides anything.
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 NGOs and non-profits
- 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.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
LL Trust
- Situation
- The trust had no identity of its own, so nothing in how it presented itself distinguished it from comparable organisations competing for the same donors.
- What we did
- Comparable organisations reviewed
- Logo and branding
- A palette that carries the values
- Reviewed with the trust
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Also worked with
Chord Road Hospital · Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
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.
We cannot compete with corporate salaries. Does any of this help?
Do you recruit for us or help place people?
Our donors will ask why we spent programme money on this.
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?
Public and social sector
Employer branding for the rest of the public and social sector.
Or start from employer branding.