It wasn't that long ago that the idea that a governmental jurisdiction or agency should be seen as a "brand," like Coca-Cola or Southwest Airlines, was an unnerving concept to many people in the public sector. In the past few years, however, most have come to embrace the idea, or at least to give it grudging acceptance. But while there are still some holdouts, you won't find many of them among government human-resources managers who face the formidable task of rebuilding public workforces in a post-recession era when vast numbers of baby boomers are heading for the retirement exits.
What's particularly daunting about today's public-workforce challenge is that it's not just a matter of filling empty seats. It's about enticing and retaining the talented, dedicated workers governments need now more than ever. That's where branding serves a crucial role. Every organization, public or private or nonprofit, has what's known as an "employer value proposition." The EVP is a unique set of values and attributes that communicates the organization's image -- for better or worse -- to its target audiences.