Employee Value Proposition as a Basis of an HR Brand in Public Sector Organisations

Student: Zubkov Ivan

Educational Programme: HR Management in Public Sector (Master)

Year of Graduation: 2021

The main objective of the paper is to show that today, in the conditions of hard budget constraints and competition with private sector for the most talented candidates, Russian public sector organizations, nevertheless, almost do not apply knowledge on Employer Branding and Employee Value Proposition. For example, it was found that public sector organizations’ Employer Brand did not include psychological benefits, such as unique challenges and mission, supportive and stable work environment, opportunity to serve the public and to take part in policy-making. At the same time, the survey revealed that such non-obvious benefits provided by employment in the public sector were recognized as significant by both current and future public sector personnel.

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