There has been talk of a Public Sector recruiting crisis for years but what can be done to tackle the talent shortage in the sector? WaveTrackR‘s Emily Buckley looks at the data and possets some solutions to help attract talent to the wide range of roles in the sector.
The Public Sector has long struggled to recruit for its many and wide ranging jobs. WaveTrackR has published a monthly report analysing its jobs and applications data for 18 months and quarterly and annual reports for years. In the past 18 months, Public Sector recruiters have posted amongst the highest jobs every single month (and several months have posted by far the highest number of jobs) and yet very rarely made it into the top 5 industries for applications. Similarly, Public Sector receives amongst the lowest average applications per job of any industry, with an average of just 2 applications per job from August to September. Many will tell you that this isn’t a new phenomenon, that the Public Sector suffers from a historic talent shortage. However, the stresses many frontline Public Sector workers faced during the pandemic, coupled with a range of other factors, has increased the strain on the industry and accelerated the need for quality candidates.
Doctors, nurses, teachers, social care workers, prison officers, environmental workers, support roles, and many more varied and essential workers are all desperately needed and in the thousands. How has this happened? An ageing population has meant the need for health and social care workers is steadily increasing; the UK has historically relied on EU workers for many of its Public Sector jobs so Brexit has played its part; frontline Public Sector workers were stretched to their limits during the pandemic (not helped by the fact they were already in a weakened position following decades of cuts to essential services), leading some to leave the industry altogether; and cuts to Public Sector wages has meant that the bonus of a higher wage has disappeared.
Decreasing funds is a thorn in the side of Public Sector recruitment. A lack of resources makes it increasingly hard to compete with the private sector but there are certain areas in which Public Sector has an advantage over private and there are ways in which the talent attraction and acquisition process can be improved.
Employer branding
What makes the Public Sector an attractive option for candidates? What can employers offer that will encourage talent to look towards them rather than private sector employers? This is where employer branding becomes so important. Utilising video can be especially useful, especially for roles or organisations that might seem daunting. Upbeat interviews with current employees and management can dispel myths and reinforce positive connotations, emphasising the support staff is given, career development, value, and so on. It is something Wave has done with great success for G4S to improve talent attraction for a number of Secure Care Officer roles they were recruiting for. In such cases, the culture and values of an organisation will play a huge part in candidate engagement and video and social media marketing can help to convey that.
Play to the industry’s strengths
One huge trend to emerge from the pandemic is the desire for a more meaningful career, to work in a role that has purpose and value. This is something that many Public Sector jobs can offer a great deal of, in a variety of ways depending on the role. A job that helps people and gives back is high on many candidate’s lists and can come in different forms – Public Sector roles from a waste collector, to a prison custody officer, to a housing support officer and many more between all offer a sense of purpose, a giving back to the community. Gen Z are especially driven by purpose and worth. Graduate recruitment research group High Fliers conducted a survey in November 2020 which found that 57% of students in the UK wanted a job where they could “give something back”, nearly a 40% increase from 2018. Heightened job security and stability is also something that many government-backed Public Sector roles can offer over private sector jobs – again, a benefit that many seek following the tumultuous period of the pandemic.
Improve candidate experience
The recruitment process for Public Sector roles has in the past been onerous and somewhat lacklustre – uninspiring job adverts, lengthy forms, excess box-ticking – so improving the candidate experience throughout the process would help to encourage more applications. Keep to job advert copy best practices – limit the word count to between 200-300 words, include keywords without over-stuffing the content, stick to gender neutral wording, include salary indicators, and write compellingly. Make the application process simple, keep in touch with candidates throughout, and provide feedback where possible.
Flexibility
Increased job flexibility is on every job seeker’s mind. It is undeniably harder to achieve with some Public Sector jobs but in order to compete with the private sector, solutions should be attempted to be found. Flexi-time based around a core set of working hours or shift work can be common within Public Sector roles and offer a degree of flexibility. Part-time jobs or job sharing is also possible.
Training
To avoid workers leaving the Public Sector and to encourage others to enter it, offering training programmes and upskilling current staff is vital. This demonstrates to staff that they are valued and will be supported throughout their careers and ensures that employers retain and develop talent.
Automation where feasible
There are many Public Sector jobs that would be hard to be replaced by AI – not many want a robot to teach their children or examine them at their local surgery – but there is a huge and growing administrative burden placed on Public Sector workers that could be eased by automation. Administrative tasks take essential workers away from where they’re most needed. Utilising automation to take care of such jobs will free up Public Service workers to do the core jobs that need human care, creativity and ingenuity. Not only will this ease the talent shortage, it will help to ensure that workers feel more fulfilled and less stressed in their jobs.
Ultimately, the much maligned Public Sector needs a PR drive – something that recruiters are experts at. Recruiters are also highly experienced in workforce planning and are well placed to see first-hand where the gaps are, both in terms of roles and locations. Anticipating need, planning for it, and encouraging candidates to apply for Public Sector roles are the challenges recruiters face today. What people want from a job has changed post-pandemic – stability, support, greater meaning and job satisfaction are all valued more highly than they once were, with the younger generations leading the way in these views. The upside for Public Sector recruiters is that jobs in the sector can offer all this and more.
WaveTrackR is an intelligent multi-posting tool, data analytics platform and candidate management system. It will advise you when, where and what to post, boost your recruitment power online and increase your ROI.
