Interim findings revealed by the Centre for Economics and Business Research (CEBR) and outline the necessity for the Public Sector to focus more on their employer brand to attract future talent.

The interim report, entitled ‘Bridging the Gap: Developing a framework to attract new talent into the Public Sector’, details that over 1.5 million vacancies will need to be filled from the period 2012/13 to 2016/17, with over half a million experienced, managerial hires required. However, with private sector pay expected to exceed that of the Public Sector by 2016, and other benefits such as pensions continuing to be brought in line with the private sector, organisations will need to address how their ‘employer brand’ is perceived by potential recruits.

54% of Public Sector hiring managers state that poor perception of the sector is a key barrier in attracting talent and 70% believe that a lack of new talent applying for public sector roles is hindering efficiency in their organisation, suggesting that there is more public organisations could learn from the private sector and how they market themselves to potential recruits.

Indeed, the report outlines that graduates, an important future talent pipeline for the Public Sector, see job prospects and training opportunities as the most attractive aspects of a career in the Public Sector. It’s clear that to attract Public Sector leaders of the future, organisations need to shift focus away from pay if they are to compete for top graduate talent of the future.

Mike Booker, Public Sector Director, “The research shows that there is an appetite from UK employees to work in the Public Sector. However, with cuts and the private sector yet again competing on key elements such as pay and pensions, Public Sector employers need to think differently when it comes to securing future talent.

We’re calling for Public Sector organisations to think more like a brand and become a destination employer of choice. To do this, they need to define a point of differentiation against other sectors. This means working more effectively and efficiently with other parts of their business. This is not just with marketing teams but it is important that recruitment becomes a key priority for HR functions to ensure it isn’t just a short-term transaction; you’re selling someone their future and career.”

Mike Booker will be presenting the interim findings of the research at ‘Engaging Public Sector Talent’ on 16th October 2012. The full report alongside recommendations to Public Sector organisations will be published in November 2012.