Why The Formula?


Our success is only as strong as our people.

Our people have done the hard work so that we can bring you the best solutions.

Our purpose is to support organisations attract and retain the best talent while saving them time and money. We’ve tested the waters. We’ve done the research. We know what it takes. And we believe that every company regardless of size should be able to access that perfect employer marketing formula. Ask us today about how we can reduce your cost per hire by up to 50% and reduce staff turnover by up to 28% with our range of specialist employer marketing solutions.

Our brilliant team look at both your weak links and strengths. They design targeted, bespoke responses that suit each situation. Whatever your concern. High attrition? Weak pipelines? Skills shortages? Too many applicants? Talk to us. Your problems dictate our solutions.

Speak to us about your recruitment challenges. You’ll find no more thoughtful and effective partner. We design the formula you need to activate your employer brand and reach your workforce potential. Insights and research are our foundation. We underpin it all with creativity and innovation to deliver fully rounded, truly effective campaigns.

Together we can design employer marketing strategies to future proof your brand.


The wisdom and innovation of experience.

Committed market leaders in employer marketing.

Image Image Squiggle (Pink)

Borne out of leading local advertising and PR agency, ASG & Partners’ specialist employer marketing division, The Formula was launched in a response to the rapidly changing way in which employers need to attract and engage with existing and future talent. With over 30 years’ experience working with clients in the public and private sectors across the UK and Ireland, our success is evident in our position on public sector advertising frameworks.

Over time and most rapidly in the last few years, we’ve seen clients’ requirements change; becoming more layered and intricate as the labour market has become challenged and candidate-led. Not to mention the fragmentation in the media landscape with so many ways in which to reach your audiences. Our traditional design and advertising service has evolved as a result.

We’re proud that our mission then remains our mission today: to be a seamless extension of our clients’ teams, bringing them thoughtful, data driven solutions that really affect change – attracting quality talent and reducing staff turnover.


Together, our years of experience combined with our professional memberships and accreditations (Institute of Practitioners in Advertising (IPA), Chartered Institute of Personnel and Development (CIPD), Chartered Institute of Public Relations (CIPR), Institute of Directors (IoD) means you can be sure that we’ll be delivering the highest industry standards for your business.

Our team are committed to upgrading their own learning through continued professional development which means we’re always delivering on the most up-to-date employer marketing strategies. We should mention that we’re also ISO quality accredited, Google, Meta and TikTok agency partners.

It’s safe to say that our team are brilliant at what they do. Whether it’s employer branding to internal comms. Specialist media planning and buying to research and insights. Event support to content creation for all candidate touch points. Each aspect of our solution offering is thought out, is researched, is of the moment. We dedicate ourselves to our clients. We’re motivated by flexibility in our mindset and partnership in every project we undertake.

What we do works. We’ve tested our formula and we’re proud to stand by it. It’s important to us to take pride in being market leaders and we won’t stop there.

Read More

Our People

Our People Image
Emma Murray

Managing Director

Our People Image
Susannah Hylands

Head of Employer Marketing