How Government Agencies Can Transform Their Employer Brand to Attract Top Talent

In the world of marketing, having a “brand” is most commonly associated with “customer brand,” that is, what garners public trust, establishes your organization’s reputation, and elevates the value of your programs and services. This is less applicable for government agencies, since they almost always are providing services that customers (i.e., residents) only get through them.

Having an “employer brand,” on the other hand, is about the internal value of your agency and what it communicates to current and prospective employees. In competing with the private sector  for new employees, an agency’s employer brand can influence a candidate’s decision to enter public service. A recent study by LinkedIn found that 75% of job seekers considered an organization’s reputation – brand – even before applying for a position there.

Learning Objectives:

• Understand your current agency employer brand, including talking with your current employees
• Communicate your agency’s unique value proposition that communicates your agency’s purpose and work impacting citizens and communities
• Identify current employees who exemplify the traits you want job seekers to aspire to, such as innovation and collaboration