How Central Government Agencies Can Attract More Candidates by Improving Their Employer Brand

central government agencies staff

The competition for tech talent in the public sector is fierce. Central government agencies need to find ways to stand out when it comes to attracting skilled candidates – especially when it comes to competing against roles in the private sector. This is where your employer brand comes in.

Organisations with strong employer brands experience 50% more qualified applicants and fill positions twice as fast compared to those with weaker brands. It can’t be ignored!

Think about it: what impression do you give candidates online and offline, before they apply and during their interviews? Or throughout their onboarding experiences, and after they’ve left your organisation? Employer brand isn’t just about the shiny culture stuff on social media.

Here’s how you can strengthen your employer brand to make a real impact on the bottom line.

 

central government agencies staff

1. Showcase Your Impact: Purpose-Driven Work

Government work offers a powerful motivator that many private-sector jobs simply cannot match: purpose. You’re all about making a tangible difference in society, whether it’s by improving public safety, advancing national infrastructure, or safeguarding national security.

Purpose-driven work plays a crucial role in employee retention. A huge 82% of employees believe it’s important for their employer to see them as more than their job role; they claim a strong sense of purpose is key to their commitment.

To attract great candidates, you need to highlight this sense of connection to the role, beyond just a paycheck. Make it clear that candidates won’t just have a job, they’ll have a mission. Include real stories and examples of how employees have made an impact on communities and the nation.

Tip: Showcase the results of your projects and their societal impact through employee testimonials and case studies on your website and social channels. This narrative makes the job more than a 9-5. It becomes a cause worth fighting for and provides employees with a sense of belonging.

 

2. Highlight Career Growth Opportunities 

Contrary to popular belief, government roles offer ample career development opportunities. A strong employer brand should clearly communicate the paths for growth, leadership development, and skill enhancement available to public sector employees.

While private sector roles may offer more immediate financial rewards, the public sector can provide long-term stability, progression and fulfilment. The opportunity to continuously develop and take on new challenges is a major draw for ambitious candidates.

Tip: Create a dedicated section on your recruitment page that outlines career trajectories within your organisation. Use examples of employees who started in entry-level positions and advanced into leadership roles, demonstrating that the public sector is a place for long-term career growth.

 

3.Promote Work-Life Balance and Stability

While the allure of the private sector may be strong, it often comes with unpredictable hours, high-pressure environments, and a lack of job security. Central government agencies, on the other hand, offer work-life balance and job security—two highly worthwhile benefits in today’s job market.

Promoting this stability can position your agency as an attractive choice, particularly for tech professionals who may be burnt out by the constant churn of private sector roles. Highlight flexible working arrangements, paid leave policies, and the security that comes with public sector employment.

Tip: On your social media channels and recruitment marketing, emphasise the stability and balance that comes with your roles. Use actual examples to bring it all to life; reference Steve, who is able to do the school drop off every day, or Laura, who job shares so that she can work part-time at her dog walking business. Get the candidate to truly visualise themselves in the role.

 

4.Leverage Your Employee Value Proposition (EVP)

Sure, you can’t offer the highest salaries. But you have a range of unique benefits that many candidates appreciate: pensions, generous healthcare plans, and access to government-funded training programs and so on.

The key is to package these benefits as part of your overall value proposition. While the private sector may offer higher starting salaries, your agency can provide the comprehensive, long-term advantages that contribute to an employee’s quality of life.

Tip:
Create clear and easy-to-understand breakdowns of your benefits packages. Use comparison charts to show how government roles offer long-term advantages, such as pension security and unparalleled training opportunities.

 

central government agencies at table

 

5. Don’t Be Afraid to Stand Out

In today’s recruitment landscape, candidates are looking for authenticity. People don’t just want to hear about how great your workplace is—they want to see it and feel it. Showcase your team and be yourselves.

You could feature stories of employees from different departments, highlighting their journey, the work they’re doing, and what they love about their job. This not only gives a personal touch to your branding but also helps prospective candidates see themselves in those roles.

Tip: Invest in video content or learn how to do it. You don’t need to be Steven Speilburg. Just create short, candid interviews with current employees sharing what they enjoy about working in central government. These can be distributed on LinkedIn, your website, and job postings, making your agency feel more accessible and relatable.

 

6. Freshen Up Your Online Presence

Your online presence plays a crucial role in attracting candidates. A confusing website or dated social media can turn off potential applicants who are learning more about you.

Ensure your digital footprint reflects your strengths: your mission, opportunities for growth, inclusivity, and work-life balance. Make the application process straightforward and accessible—nothing is more off-putting to candidates than a complicated, outdated job portal.

Tip: Use modern recruitment platforms that enhance user experience and optimise your job ads. Ensure your agency is active on LinkedIn and other relevant platforms, sharing stories of employee achievements, current projects, and positive workplace culture.

 

Employee central government agencies

 

7. Be Inclusive in Job Ads to Attract a Diverse Talent Pool

Inclusion starts with your job advertisements. The language and tone you use can either attract a wide range of candidates or unintentionally exclude some. Gender-coded language, jargon, and overly specific requirements can limit the diversity of applicants.

To create job ads that are truly inclusive, focus on neutral language and clear, essential requirements. Avoid gendered terms like “ambitious” or “assertive,” which can be interpreted as masculine, and instead use terms like “collaborative” or “innovative,” which appeal to all genders​. By removing gender-coded language, you can increase applications from women by 20%.

Additionally, make sure to include a clear statement about your commitment to diversity and inclusion. This sends a strong message that your agency is a place where all employees can thrive.

Tip: Use tools like Textio or Gender Decoder to analyse job descriptions for biased language. These tools help ensure your ads are accessible to everyone, regardless of gender, background, or experience​.

 

Strengthen your employer brand with DataCareers

Building a strong employer brand is essential for central government agencies to compete with the private sector in attracting top talent. By focusing on purpose, career growth, work-life balance, and unique benefits, you can position your agency as an attractive option for skilled candidates. Remember, a compelling employer brand is about more than just talking the talk. It’s about showcasing the genuine value your organisation offers to both its employees and the community.

At DataCareers, we specialise in helping government agencies and tech suppliers build strong, diverse teams that are ready to make an impact. Whether you need support with inclusive recruitment strategies, optimising your job ads, or showcasing the unique benefits of public sector work, our team is here to help you find the right candidates.

Contact us today to learn how DataCareers can help transform your recruitment process and bring the best talent into your organisation.

 

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