More than half of public sector hiring managers believe that poor public perception of the sector is a key barrier to attract talent, according to interim findings by the Centre for Economics and Business Research (CEBR) and totaljobs.com.

The interim report, entitled ‘Bridging the Gap: Developing a framework to attract new talent into the public sector’, predicts that over 1.5m vacancies will need to be filled from the period 2012/13 to 2016/17, with over half a million experienced, managerial hires required.

However, with private sector pay expected to exceed that of the public sector by 2016, and other benefits such as pensions continuing to be brought in line with the private sector, organisations will need to address how their employer brand is perceived by potential recruits, the report argues. 

According to the report, 54% of public sector hiring managers state that poor perception of the sector is a key barrier in attracting talent and 70% believe that a lack of new talent applying for public sector roles is hindering efficiency in their organisation, suggesting that there is more public organisations could learn from the private sector and how they market themselves to potential recruits.

The report notes that graduates see job prospects and training opportunities as the most attractive aspects of a career in the public sector, suggesting that to attract public sector leaders of the future, organisations need to shift focus away from pay if they are to compete for top graduate talent of the future. 

Mike Booker, public sector director, totaljobs.com, says: “We’re calling for public sector organisations to think more like a brand and become a destination employer of choice. This means working more effectively and efficiently with other parts of their business. This is not just with marketing teams but it is important that recruitment becomes a key priority for HR functions to ensure it isn’t just a short-term transaction; you’re selling someone their future and career.”

The full report alongside recommendations to public sector organisations will be published in November 2012.