TMP Government: Digital Marketing and Media Solutions

Brand Now: Make the Call to Serve Work for Your Agency

"Who would have predicted at the turn of the millennium that in 2010 the public sector and the federal government in particular, would emerge as the nation's employer of choice and opportunity?" So begins Paul Rowson in the October 2009 edition of PA Times, the monthly journal of the American Society for Public Administration.

Rowson, who is presently the Managing Director of the non-profit, global WorldAtWork Washington (WAW), D.C. Office and Conference Center, continues, "The fact is, that as private sector labor markets are shrinking with the current economic downturn, the federal sector is planning to hire unprecedented numbers in the coming years."

Yet the federal government's new position as an "employer of choice" poses its own set of challenges: Is your agency ready to take advantage of the upsurge in applications?

Later in the article, Rowson refers to the role of employer branding. Stating that hiring processes in the federal government nearly double the time required in the private sector, he notes that typical job descriptions on USAJOBS work against the drawing power of the position:

"It's not unusual for a candidate to spend hours submitting his or her application in the required format. But equally important is the way the required format of the job announcement causes it to lose its luster and candidate appeal. What announcements provide in depth of detail on duties and qualifications, they often lack in conveying intrinsic contribution and reward elements of the position to prospective job candidates."

An employer brand conveys "intrinsic contributions and rewards." It aligns your agency's unique mission with your distinctive attributes. Out of the many things you can say to attract a job seeker, what should you say? What "intrinsic" offerings can set you apart in the prospect's mind?

"Table stakes" vs. positioning

Branding professionals sometimes use the words "table stakes" to describe product features shared by all players in a market. They then probe further to find either competitive advantages or benefits that will appeal to a special group or segment of customers. They may "position" or differentiate themselves based on their strongest suit: cutting edge technologies, faster service or the lowest cost. They, of course, must also avoid positioning unique attributes that mean little to the customer.

Correspondingly, all federal agencies have both table stakes and differentiators. All can promise a relatively secure job with attractive employee benefits. Thus, if a job candidate wanted only security along with a comprehensive benefit package, they could work anywhere.

We know, however, that even in tough economic times, excellent candidates, who have invested heavily in their education, have higher priorities. They prefer work consistent with the knowledge, interests and abilities. They seek careers that not only use their talents but also reward accomplishments, promise advancements and meet goals for meaningful work.

Unless an employer identifies what psychologist Abraham Maslow identified as higher needs and motivations, new hires might not actually be engaged in the required tasks. Keeping their eyes open to more fulfilling opportunities.

TMP Government and our parent organization TMP Worldwide have verified applicant motivation in research with thousands of job seekers and employees. Almost invariably sought-after employees look at functional (e.g., basic job description) and economic (e.g., compensation, health insurance) benefits as table stakes.

They aim at finding a job with psychological value, one that provides emotional satisfaction through self esteem, learning and service. A qualified job seeker with higher aspirations will seek self-expressive benefits, an organization that furthers an alignment of personal identity and objectives with your mission. Such employees can become very high performers, thoroughly dedicated to growing with your agency’s structure.

In short, to get your share of the hiring binge, you need to tell your story, emphasizing those elements that are both relevant and unique.

For more information on Employer Branding, please contact John.Bersentes@TMPgovernment.com.