Revitalizing HR Marketing in the public sector: A literature review

Abstract

Previous research on human resources marketing and employer branding has focused on the links between employees and the attractiveness of companies and neglected those between employees and public institutions. To attract talent and retain employees, companies are increasingly focusing on their "employer brand". This concept, at the crossroads of marketing and human resources, originated in the private sector in the mid-90s (Aurand, Gorchels and Bishop, 2005; Punjaisri and Wilson, 2011; Sirianni, Bitner, Brown and Mandel, 2013; La Pinta and Berthelot, 2015; Liger, 2016; Brillet and Gavoille, 2017). The objective of this article is to present an in-depth literature review on human resources (HR) marketing in the public sector, addressing various aspects such as employer brand management, talent attraction, skills development, career management and employee retention. The article will also highlight the specificities and particular challenges faced by public sector organizations in terms of human resources management and provide an overview of existing research on HR marketing in the public sector, highlighting key themes, emerging trends, and perspectives, as well as areas requiring further exploration.