A great article from John Paul Friel at LinkedIn on how the corporate world has the edge on attracting the best talent. Not because of the larger salaries and endless perks, it is because they’ve realised the value of articulating their purpose and set about doing it.
Employees value the purpose of their work above all else. Therefore those organisations with a real purpose, in particular the public sector should have the advantage if they manage to articulate theirs and amplify it to the market.
This connects with TMP research and experience, that public service employers can differentiate themselves by investing a little into understanding their audiences and market context plus creating a distinctive and authentic value proposition.
The big revolution in private-sector talent acquisition wasn’t the realisation that purpose matters. It was the realisation that there is a correlation between customer acquisition and employee attraction, and that the former can be replicated to achieve the latter. To acquire talent effectively, employers must build a brand that prospective candidates are aware of and can identify with, whether they are actively looking for a job or not – in the same way as consumer brands have always done to acquire customers. Businesses know that they need to evolve their talent attraction strategies leveraging internal partnerships, especially with the marketing teams, to reach their target candidate audience at massive scale. CEOs now undertand the risk of future skills gaps and have invested in making that collaboration happen.