media managed as one performance system.
Fix What’s Broken.
Build What Works.
media managed as one performance system.
Fix What’s Broken. Build What Works.
Media doesn’t fail because budgets are too small.
It fails because strategy, brand, and behavior aren’t aligned.
Most media underperforms for a simple reason: it’s managed in silos.
Recruitment media runs separately from brand.
B2B and B2C campaigns operate on different assumptions.
Social channels publish content without a clear performance role.
GBS approaches media and social management as a single, integrated system—designed around how people actually pay attention, build trust, and decide to act—across recruitment, B2B, and B2C.
Why media and social efforts so often underperform
We’re often brought in after organizations have invested heavily—and still can’t clearly explain what’s working, what isn’t, or why.
That usually isn’t a budget problem. It’s a systems problem.
Common breakdowns include:
- Recruitment, B2B, and B2C media planned independently rather than as part of a single, coordinated system
- Social media treated as content output instead of a performance channel tied to real outcomes
- Channel selection driven by habit or precedent rather than audience behavior
- Creative disconnected from the actual questions and decisions audiences are trying to resolve
- Optimization focused on clicks or engagement, not business impact
The result is predictable: spend without clarity, noise without traction, and teams left guessing what to change next.
At GBS, media and social only work when they’re aligned to strategy and informed by how people actually make decisions. That means planning is shaped around specific audiences, objectives, and constraints—not approaches reused across organizations with different realities.
How GBS approaches media management
Media as a performance layer—not a buying function
GBS designs and manages media and social strategies that sit downstream of employer brand clarity, research insight, and business objectives.
Our approach is grounded in behavioral science and decision design—focusing on how motivation, friction, and prompts influence whether people notice, trust, and take action.
Rather than asking where to place media, we ask:
01
What does the audience need to understand first?
02
What reduces hesitation or mismatch?
03
What prompt moves the right person to act at the right moment?
This is especially critical in recruitment marketing, where candidate decisions are shaped by perceived fit, effort required, and trust in the signal being sent.
What we
manage
Recruitment Media Strategy & Execution
Recruitment media is where behavioral design matters most.
We design and manage recruitment media strategies that:
➤
Strengthen motivation through clear, credible employer brand signals
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Reduce friction across the candidate journey
➤
Use prompts intentionally to support self-selection and conversion
This includes:
➤
Channel and platform strategy
➤
Funnel and journey design
➤
Budget allocation tied to hiring outcomes—not impressions
This is where behavioral science shows up most clearly in practice.
B2B & B2C Media Management
GBS also manages B2B and B2C media for organizations that need consistency, control, and performance across their full brand ecosystem.
We apply the same decision-design lens to:
Demand and pipeline support
Brand awareness and consideration
Audience-specific campaign execution
Ensuring recruitment, B2B, and B2C efforts reinforce one another—rather than compete for attention.
Social Media Management (Organic & Paid)
Social media plays a critical role in how brands are discovered, evaluated, and trusted.
GBS manages social channels as intentional performance assets, not content dumping grounds.
Our social media work focuses on:
Channel-specific strategy and cadence
Message discipline and signal consistency
Integration with paid media and broader campaigns
Every post, campaign, and interaction is designed to support a clear behavioral purpose—whether that’s attraction, engagement, or conversion.
Our media and social work has earned Shorty Award recognition and wins from the Davey Awards and Communicator Awards, recognizing innovative social and advertising campaigns that connect strategy, creativity, and performance.
Our media and social work has earned Shorty Award recognition and wins from the Davey Awards and Communicator Awards, recognizing innovative social and advertising campaigns that connect strategy, creativity, and performance.
Brand-Safe, AI-Aware Media Design
As AI increasingly shapes how people discover and interpret information, media and social strategies have to account for more than placement.
GBS brings in-house AI expertise to ensure media and social efforts:
- Reinforce accurate brand signals
- Align with AEO, GEO, and AI-driven discovery patterns
- Reduce mismatch between message, expectation, and experience
Because misalignment doesn’t just hurt performance—it erodes trust.
How media connects to the Employer Brand Engine™
Media and social management at GBS supports the Employer Brand Engine™—ensuring brand, experience, and execution work together as a system.
That means:
Recruitment, B2B, and B2C efforts share a common strategic spine
Media and social reinforce—not dilute—brand clarity
Performance is measured by outcomes, not activity
When media reflects the system, it stops being noisy—and starts working.
What clients gain from this work
Organizations that engage GBS for media and social management gain:
Clear alignment across recruitment, B2B, and B2C efforts
Reduced waste and stronger performance
More consistent brand signals across channels
Confidence in where—and why—budgets and effort are deployed
Because when media is aligned to strategy, performance follows.
Let’s make media work harder
If your media and social efforts feel fragmented, inefficient, or difficult to optimize, we should talk.
