Specific Features of the HR-brand of Public Sector Organizations

This proposed study is dedicated to the analysis of the employer brand of public organizations. The main goal is to identify how public organizations construct their HR-brand and which factors do they prioritize in order to attract and retain the target group of employees. This work consists of an introduction, three interrelated chapters, a conclusion, and a bibliographic list. First chapter discusses the basic concepts associated with the employer brand, such as the internal and external HR-brand. Second chapter focuses on the specifics of the employer brand of public organizations, in particular, the key factors of attractiveness and EVP, strategies for attracting young employees and working with talent. Third chapter analyzes HR-brands of Sberbank and the Moscow Government. In order to collect a representative set of data and dig deep into details, I will use questioners, in-depth interviews and correlation analysis. The expected results will allow to expand our knowledge about the methods of attracting and retaining talents in the public sectors and highlight some areas for improvement.