Give a Good Candidate a Reason Beyond the Number
Employer branding is the work of defining what it is genuinely like to work at your company, usually written as an employee value proposition, and presenting it consistently through your careers page, job postings, candidate communication and employee stories, so the right candidates understand the offer and choose it. It rests on how the business actually treats people, not on claims a current employee would not recognise.

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Share your requirementsEmployer Branding in brief
Employer branding is the work of defining what it is genuinely like to work at your company, usually written as an employee value proposition, and presenting it consistently through your careers page, job postings, candidate communication and employee stories, so the right candidates understand the offer and choose it. It rests on how the business actually treats people, not on claims a current employee would not recognise.
- GullyHR is an HR consulting, HR services, training and software company based in Bengaluru, working with Indian startups and small and medium businesses.
- Employer branding sits in the HR management consulting pillar, alongside employee engagement and culture and role design.
- The engagement produces an employee value proposition, careers-page content, candidate communication templates and a candidate-experience review, not a slogan on its own.
- What the business genuinely offers is confirmed by you. GullyHR does not write a claim your current employees would not recognise.
- GullyHR fabricates no testimonials, ratings or employee counts in any employer-brand material. Scope, sequence and timelines are agreed after a consultation.
The starting point
Why Would a Good Candidate Choose You?
Smaller businesses often compete for the same people as much larger ones and can only name salary as a difference. The rest of the offer usually exists and has simply never been written down, so nobody in the hiring process can say it out loud.
We write what you can honestly offer, put it everywhere a candidate looks, and fix where they go cold.
You may be experiencing:
- A candidate you wanted going quiet after a later round and taking another offer, with nobody able to say what went wrong.
- A careers page describing the company as it was when the page was first written.
- A candidate mentioning an online review, and nobody here having ever looked at what former employees say.
- Job postings that read like different companies, none saying anything a competitor could not also say.
- Losing a candidate over something you could have answered, had it come up earlier in the process.
- Never having asked your best people why they stay, so nothing they might say has ever reached a candidate.
- Applications sitting unacknowledged because the inbox belongs to whoever is least busy.
- New joiners saying the job is not what they were told at interview.
- Offers declined with a polite reason that never quite explains the choice.
- Recruiters and managers each describing the company differently on calls.
- Employees reluctant to refer friends, and nobody having asked them why.
What we can help with
Our Employer Branding Services
Positioning
What you can genuinely give that the employers competing for the same people cannot, settled before anyone writes a word of copy, along with who you are actually competing against for each role.
Employee Value Proposition
A specific written statement of what an employee gets by working here, covering the work itself, growth, management and the practical terms, in language your own people would recognise.
Careers Page Content
Structure and content built around the questions a candidate has before applying, rather than around what the business most enjoys saying about itself.
Candidate Communication
Templates and guidance for acknowledging an application, scheduling interviews, giving status updates, declining and explaining an offer, each with a named owner rather than whoever is free.
Employee Stories
A structured way to collect accounts from current employees about their actual work, in their own words, with consent recorded and the right to withdraw explained.
Culture Content
Material drawn from what genuinely happens here, including the parts that are demanding, so a joiner meets the working life they were shown rather than a different one.
Job Posting Templates
Posting and outreach templates in one voice and one level of specificity, so a candidate reading three of your adverts recognises the same company in each.
Candidate Experience Review
A walk of your recruitment process from the candidate's side, finding the exact points where good candidates cool: how long an application waits, who schedules, what is explained and what is not.
The scope
What the Consulting Covers
A candidate forms a view from your page, your advert, your replies and your interviewers. These are the parts of that experience we can review or design. The scope is agreed with you and can take all twelve areas or only some.
Employer Brand Diagnostic
How candidates and employees currently see the business, and where that differs from how you would like to be seen.
Target Candidate and Competitor Mapping
The people you most need to attract for each role family and the employers you compete with for them.
Employee Conversations
Structured, confidential conversations with current employees and recent joiners about what working here is actually like.
Employee Value Proposition
A specific written statement of what an employee gets, tested line by line against what employees said.
Messaging Framework
The core messages, proof points and tone to use across channels, so claims stay consistent and supportable.
Careers Page Content
Page structure and copy built around the questions candidates ask before applying.
Job Posting and Outreach Templates
Posting, outreach and referral message templates in one voice and level of detail.
Candidate Communication Workflow
Acknowledgement, scheduling, status, decline and offer messages, each with an owner and a response expectation.
Employee Stories and Consent
A method for collecting stories in employees' own words, with consent recorded and a way to withdraw it.
Culture and Day-in-the-Life Content
Descriptions of day-to-day working life, including the demanding parts a joiner should know about.
Interviewer Briefing
Guidance for interviewers on how to describe the business accurately and answer common candidate questions.
Candidate and New-Joiner Feedback
A simple way to hear from candidates and new joiners, and a calendar for refreshing the content as the business changes.
Working together
Ways to Work With Us
Employer Brand Diagnostic
A focused read of current employee sentiment and the candidate experience, closing with findings and a recommended direction.
Brand and Content Project
The full engagement: value proposition defined, careers-page and culture content developed, and posting and communication templates built.
Candidate Experience Fix
A narrower engagement for a business losing candidates inside the process itself, focused on communication, scheduling and ownership.
Ongoing Advisory
A continuing arrangement that refreshes content, reviews candidate and new-joiner feedback periodically, and keeps the claims current.
We do not write testimonials or ratings you do not have. Every story comes from a named employee who consented to it, and every claim has to survive an interview question.
The deliverables
What You Receive
Depending on the scope of your engagement, deliverables can include:
- A strategy note stating the candidates you are competing for, who you compete against, and the position you can honestly hold.
- A written employee value proposition covering the work, growth, management and practical terms.
- Careers-page content and a page structure built around the questions candidates ask before applying.
- Candidate communication templates for acknowledgement, scheduling, status, declining and offer explanation, each with an owner.
- A set of employee stories collected in employees' own words, with consent recorded for each.
- Culture content describing day-to-day working life, including the demanding parts a joiner will meet.
- Job-posting and outreach templates in one voice, with a short guide for hiring managers.
- A candidate-experience review naming the specific points where candidates cool, and advocacy guidance for volunteers.
- A messaging framework with the core messages and the proof point behind each, for use by recruiters and hiring managers.
- An interviewer briefing note on describing the business and answering common candidate questions.
- A candidate and new-joiner feedback format, with a calendar for reviewing and refreshing the content.
Step by step
How We Work
Read the Current Perception
Structured conversations with current employees and recent joiners about what is genuinely true here, what they were told before joining, and where the two did not match.
Walk the Candidate Journey
Your process is followed from application to joining: response times, who schedules, how many rounds and why, and what a candidate is told at each point and left to guess at.
Draft and Agree the Proposition
The genuine differences of working here are drafted into a specific statement and tested line by line against what employees said. Leadership then reviews it, because the business must stand behind every claim.
Collect Stories and Build Content
Stories are collected from willing employees with consent recorded. Careers content, culture material and posting templates are drafted from the agreed proposition, with the stories placed where they answer a real question.
Fix the Process Gaps
The points losing candidates are addressed: acknowledgement and status templates, a named owner for candidate communication, and simple guidance for employees who volunteer to speak for the business. Where it is included in the engagement, we support a trial period in which the new content and communication templates are used on live openings, and refine them from candidate and hiring-manager feedback.
The difference
What a Written Offer Gives You
A defined employer brand helps you:
We do not promise outcomes. We record a baseline before work starts, covering current candidate drop-off points, response times and what employees say about working here, and report against it, so you can see what changed and what did not.
- Give candidates one consistent, specific description of your business across the advert, the page and the interview.
- Let applicants know where they stand, because status communication has a template and an owner.
- Name the points in your hiring process where candidates were being lost, and act on them.
- Publish stories and culture content your own people recognise.
- Stop salary being the only reason a candidate is given to choose your offer.
- Give employees who want to speak well of the business a credible and consented way to do it.
- Help interviewers describe the business in the same terms the careers page uses.
- Check every claim in your hiring material against what current employees say.
- Hear from candidates and new joiners about the process, and act on what they report.
- Keep careers content current through a review calendar rather than a one-off rewrite.
Find your fit
Who This Service Is For
Companies Losing Candidates
Businesses where good candidates drop out at a noticeable point in the process and nobody can say why.
Businesses Competing With Larger Names
Companies chasing the same people as better-known employers, with salary the only difference they can name.
Companies With Stale Careers Content
Businesses whose careers page and job postings have not been touched since the site was built.
Businesses That Never Asked
Companies that have never asked their own employees what they would honestly say about working here.
Companies Scaling Hiring
Businesses where the candidate experience is under more strain than the team running it realises.
Businesses With a Good Story Untold
Companies whose working culture is genuinely good and has never been described to anyone outside.
Businesses With High Early Attrition
Companies where new joiners leave soon after joining and the gap between the offer and the experience is a likely cause.
Companies Hiring Through Referrals
Businesses that depend on employees recommending the company and want a clear, honest message to share.
Companies Hiring for Hard-to-Fill Roles
Businesses recruiting skills in short supply, where every candidate has other options.
Good to know
A Clear Candidate Journey From Search to Joining
Before the application
- Discover: the candidate finds your advert, careers page or an employee's recommendation.
- Evaluate: they compare what you say with what employees and reviews say.
- Apply: they receive an acknowledgement and an indication of what happens next.
After the application
- Interview: interviewers describe the business consistently and answer practical questions.
- Decide: the candidate is told where they stand and what the offer includes.
- Join: the first days match what was described before joining.
Each stage has an owner, a message and a check for where candidates go quiet.
Good to know
Track Employer Brand and Candidate Experience
Reach and response
- Applications by source: which channels bring the people you want.
- Response time: how long applicants wait for an acknowledgement and for a decision.
- Referral activity: whether employees recommend the business to people they know.
Experience and fit
- Drop-off points: where candidates withdraw in the process.
- Offer decline reasons: what candidates say when they choose elsewhere.
- New-joiner feedback: how closely the first weeks match what was described.
- Early exits: whether leavers say the job differed from what they were told.
Measures use agreed definitions and reporting periods.
Good to know
Scope and Service Boundaries
Your engagement defines
The roles, locations, channels, content produced, number of employee conversations and review points included.
Requires a separate agreement
- Publishing and maintaining content on your website, job boards and social channels.
- Website design, development and hosting.
- Photography, video and paid advertising.
- Recruitment for specific openings, offered as GullyHR's separate talent acquisition service.
- Culture, engagement or organisation change programmes.
- Responses to individual online reviews.
Every claim must be one your business can stand behind, and leadership approves the final wording. Specialist review is advised for employment terms, policies and any content that makes statements about pay or benefits.
Good to know
Timeline and How to Prepare
Timeline
The schedule depends on how many roles and locations are in scope, how many employee conversations are included and how quickly drafts are reviewed. We confirm it after agreeing the scope.
Useful inputs
- Current careers page and a sample of job postings.
- The roles you find hardest to fill.
- Candidate communication in use today, such as emails and message templates.
- Reasons given by recent candidates who declined or withdrew.
- Names of employees willing to take part in conversations.
- Any existing public reviews or feedback about the business.
Employee participation is voluntary.
Good to know
Confidentiality and Employee Feedback
Handled by agreement
What employees say in conversations is reported as themes and not attributed to individuals. Before work begins we agree who sees the findings, how notes are stored, the confidentiality terms and retention arrangements.
Stories and consent
Employee stories are published only with the named person's consent, which is recorded, and the person can withdraw it. Candidate information used in the review is handled under the same agreement.
Good to know
Frequently asked questions
No. Every story comes from a named employee who gave consent and can withdraw it. We do not write reviews, invent quotes or claim recognition you have not received, because a candidate finds out at interview and the damage is worse than saying nothing.
That is a finding worth having. It is reported to you as a theme rather than published, and it usually explains a drop-off you had already noticed. Where the issue is genuinely in how the business works, content will not fix it and we will say so.
Partly. Describing a workplace accurately still helps, and the candidate-experience fixes pay off regardless. But promoting an experience employees do not recognise increases early attrition, so where the gap is wide we recommend the culture work first.
Yes, and it is the core of the work, because the proposition has to be built from what people genuinely say rather than from what leadership hopes. Conversations are confidential and reported as themes unless an employee consents to a named story.
Recruitment process covers how hiring runs: requisition, approval, interviews, offers. This covers what candidates are told and why they choose you. The candidate-experience review is where the two meet, and the services are often bought together.
We produce the content and the structure. Publishing to your site and job boards stays with your own team or your web provider, since it touches your systems and your approvals. We hand over everything in a form they can use directly.
No. Written stories and specific, honest content do most of the work, and over-produced material often reads as less credible. Where you want photography or video later, the proposition tells whoever produces it what the material has to say.
The diagnostic is short. The full project depends on how many roles and locations are in scope and how many employee conversations are included. The timeline is stated in the proposal after the diagnostic rather than estimated beforehand.
After the perception read and the candidate journey walk. The scope states which roles and locations are covered, what content is produced and whether process fixes are included. It is agreed in writing before drafting begins.
It is defining what working at your company is genuinely like, usually as an employee value proposition, and presenting it consistently through your careers page, job postings, candidate communication and employee stories. The aim is that the right candidates understand the offer and choose it.
Usually when good candidates drop out for reasons nobody can name, when you compete on salary alone against better-known employers, or when the careers page has not changed in years. It also helps when hiring volume has outgrown the way candidates are communicated with.
It is a specific written statement of what an employee gets from working with you, covering the work, growth, management and practical terms. It should be one your current employees recognise.
No. Smaller businesses often compete for the same people as larger ones, so being clear about what they offer matters. The work is sized to your hiring needs, and a short project can be enough.
Not always. The candidate journey walk shows where candidates cool, and some fixes are small, such as a template and an owner for replies. Larger process design is taken up under recruitment process consulting where you want it.
We can write content and guidance for your channels. Managing accounts, posting and paid promotion stay with your team or provider unless agreed separately.
Each line of the proposition is tested against what employees said and reviewed by leadership before use. Claims the business cannot stand behind are left out.
Pricing depends on the number of roles and locations, the number of employee conversations, the content produced and the support required. Share your requirements and we will send a tailored proposal.
Write Down What You Actually Offer
Define what working here is genuinely like, say the same thing on the careers page, the advert and in the interview, and close the points where good candidates go cold.
Prefer to talk first? Call +91 80958 58589 or write to hello@gullyhr.com.
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