The study involved 388 representatives of Generation Z, mostly aged 18–26. Respondents evaluated not specific institutions, but the overall image of the public sector as an employer.
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“Public sector employers are very diverse: from ministries, municipalities, and inspectorates to schools, hospitals, special services, or state and municipally owned enterprises. Therefore, the research results are not an evaluation of specific companies. They show the overall image of the public sector, which may determine whether a young person would even consider a career in the public sector,” explains R. Lapinskienė.
The public sector – worth considering, but not the first choice
The overall attractiveness of the public sector as an employer was rated 3.22 out of 5. The intention to apply for a job in this sector was rated slightly higher – 3.36, and the prestige of such a job – 3.1.
According to the researchers, this shows that young people are not opposed to a career in the public sector, but the sector itself is not yet perceived as a particularly attractive employer.
“Generation Z does not reject the public sector and is ready to consider it. However, simply offering a job is not enough – it is necessary to show why a career in this sector can be attractive, modern, and promising,” says Dr. D. Venciūtė.
The biggest advantage – meaningful work
Generation Z sees the strength of the public sector in the opportunity to do meaningful work, apply their knowledge, and contribute to the creation of societal well-being.
Generation Z rates the salary and development opportunities in the public sector as average. Although the compensation package does not seem particularly attractive to young people, they highly appreciate the job security provided by the public sector. Respondents also believe that working in this sector can provide valuable experience for a career, but they doubt whether it would boost their self-confidence and satisfaction with their achievements.
Aspects related to the daily employee experience are rated lower. Young people less often associate the public sector with interesting work, innovative solutions, modern working methods, a positive atmosphere, and flexibility. They also doubt the possibilities of remote work or having a more flexible work schedule.
When evaluating leadership, young people rate the “hard” competencies of managers more favorably – strategic management and the pursuit of high work quality. The “soft” competencies are rated worse: responding to employees’ needs, support, and motivation. The public sector’s image is most strengthened by its recognition, but the sector is not perceived as very modern.
“Meaningful work is a clear advantage of the public sector, but today that is not enough for a young person. Generation Z expects interesting work, supportive managers, a modern environment, and flexibility. It is precisely with these qualities that the public sector is currently perceived as weaker in their eyes,” says R. Lapinskienė.
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Want to contribute to society, but unwilling to sacrifice
The study showed that the public sector is more attractive to those people for whom it is important to contribute to societal well-being through their work. Generation Z rated the motivation to serve society at 3.49 out of 5.
The most expressed compassion and commitment to the public interest – young people want to contribute to the common good and are sensitive to societal problems. However, the willingness to sacrifice – readiness to put societal interests above personal benefit – is much less expressed. This indicator is 3.05 points.
According to the researchers, this reveals an important attitude of Generation Z: meaningful work can be a strong argument when choosing an employer, but it cannot replace good pay, growth opportunities, flexibility, or a favorable work environment.
“Generation Z wants to create value for society through their work but does not believe they should sacrifice personal well-being or professional expectations for that. Meaning is an important advantage, but it cannot become a substitute for attractive working conditions,” says R. Lapinskienė.
Better communication alone is not enough for the public sector
According to the researchers, to attract more young talents, public sector organizations need to more clearly show what real impact an employee can create and how their work contributes to societal well-being.
Generation Z often evaluates the public sector as a whole. Therefore, not only a clear value proposition of individual organizations is important, but also a common promise of the public sector to employees – that work there can be not only meaningful but also modern, interesting, flexible, and provide opportunities for growth.
At the same time, it is necessary to strengthen those areas where Generation Z today sees the greatest gap – job interest, modernity, leadership culture, and flexibility. Communication campaigns alone will not be enough if the employer’s promise does not match the real employee experience.
“Public sector organizations compete for talent not only among themselves but also with the private sector. A strong common promise of the state as an employer could help change the established image of the sector, and clear value propositions of individual organizations – show young people specific career opportunities,” summarizes Dr. D. Venciūtė.
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