Building Your Employer Brand to Attract Talent

Every year the Partnership for Public Service identifies the best places to work in the federal government, based on a survey of employees. This is why agencies should consider building their employer brand, as a necessary component of recruiting talented new people. Many corporations utilize such a strategy to give themselves a competitive advantage, by emphasizing their values and culture, providing opportunities for career advancement, and recognizing and rewarding great work.

As part of the brand strategy, agencies can look to use data to uncover opportunities to burnish their attractiveness to young workers. Stability of employment is a positive, as are benefits such as retirement plans and student loan repayment programs. Identifying the biggest graduation classes, popular majors, and geographic preferences, then tailoring communications, outreach, and social media to convey their advantages.

Learning Objectives:

• Identify sources of data and information available to agencies to shape their employer branding strategies
• Review trends in young people’s interest in public service
• Outline ways to beneficially contrast employment in the public sector vs. the private sector
• Delineate programs that can address security clearance requirements