Harnessing the power of purpose in public sector recruitment

To cut through to the best candidates, public sector recruitment needs to embrace storytelling and promote ‘purpose’. Our specialist recruitment expert, Matt, follows-through with tips on getting your story right.

Public Sector Recruitment: Key Insights

• Since the pandemic, public sector recruitment has outpaced the private sector. Professionals’ priorities have also shifted. Our Wellbeing Matters Report surveyed over 16,000 professionals across the UK. The results showed that nearly a quarter (21%) of professionals now want to work for an organisation with greater purpose and social responsibility.
• The public sector has traditionally struggled to compete with private sector employers on salary and material benefits. However certain aspects of public sector work have now taken on a new appeal. Recruiters can exploit this change in attitude by promoting the purpose and meaningfulness of public sector roles.
• Employers can attract top talent away from the private sector by building storytelling into the recruitment strategy. In particular, the employee value proposition should make clear what your organisation stands for, what it can deliver and how the candidate can expect to feel a part of this.
• Remember to practise what you preach. Many private-sector professionals are seeking a better work-life balance. The public sector can offer this, and it shows that you apply the same duty of care to your staff as you do service users.

If you have any questions or require support with promoting your public sector vacancies in the new era of work, please contact your local Hays consultant.

The power of purpose: Background

In the wake of the Covid-19, the public sector is under more pressure than ever before. There is high demand in all areas and that is reflected in recent recruitment trends. According to our Market Insights: Covid-19 Snapshot, during the pandemic 46% of public sector organisations were looking to recruit staff, in comparison to only a quarter of those in the private sector.

It’s clear that recruiting the talent to help deliver services has never been more urgent. However, it is difficult to compete with private sector business in terms of salary and perks. The power of purpose will prove essential in recruiting for the public sector.

A career with meaning is the holy grail for many job hunters. As our What Workers Want research shows, talented professionals will often compromise on other benefits to secure a job with meaningful output for society or the environment. This represents a unique opportunity for public sector employers as profit-driven private businesses will generally struggle to compete with this kind of impetus. Therefore, public sector employers should prioritise storytelling and communicating purpose in their efforts to attract new talent.

How can public sector employers promote ‘purpose’?

Grasp the chance to articulate your impact?

The recent shift in candidate priorities should clarify the way ahead for public sector organisations. Finding meaningful ways to showcase their value will be key if they are to attract the most skilled and experienced professionals.

Front-line professionals in health and social care see the difference they make to others every day. However, the contribution of those with alternative roles and skillsets can be subtler. You may need to make this more obvious in order to drive recruitment. Effective storytelling on websites and  job adverts can help clarify the ultimate goals of the organisation and highlight its impact on the lives of real people. Anyone applying for a role in your organisation is thereby able to consider their own role as contributing to the greater good.

For example, tech professionals managing a digital transformation project for a healthcare provider might be better attracted to the role if they understand how the work will help staff deliver care. Alternatively, senior finance professionals may be more likely to apply for a leadership role at a local council if they understand how their budget-management skills will help in delivering essential services to people who need them.

Tell your story through your employee value proposition

The meaning of the work your organisation does should be the golden thread that links every stage of your application process. In particular, it should be enshrined in your ‘Employee Value Proposition’ (EVP). Your EVP communicates your organisational values and culture. It is a way of showing staff how much you value them, including expectations of rewards, opportunities, and the experience of working for your organisation. Tying this into your story and organisational purpose is key.

At each touchpoint throughout the application process you should reiterate why applicants are going to be doing their job. From job adverts to recruitment microsites to the first-day induction: each stage is a chance to stress how the right candidate will contribute to the cause. It is so important that you tell this story in a real, authentic way. Consider case studies, video testimonials, or even an introductory tour of your facility.

Practice your purpose internally

You should also highlight the employee benefits that you can offer in a public sector workplace. Many candidates are burned-out or disillusioned by the unforgiving demands of private business, and the public sector can appear a kinder place. Live up to this promise in how you treat your staff, and make sure applicants know about it.

Reflect your external purpose inward, by investing the same level of care in your own teams. The public sector often enjoys more annual leave and flexible working practices. There is more space for training, and a different, purpose-led culture. Convey this message successfully and you’ll appeal to the 43% of private sector professionals who are unsatisfied with their current work-life balance.

Purpose and meaning in the public sector: What’s next?

The purposeful nature of your work should be central to the story you tell to your candidates. Told right, it is a forceful selling point, helping them to visualise just how rewarding a career in the public sector could be.     

For more advice on attracting top talent to your public sector organisation, read Matt’s other blogs

• Solving the Public Sector Skills Shortage
• Five Ways to Attract Top Talent to Public Sector Roles

Get in touch with our public sector recruitment specialists for expert help on filling your vacancies.