What makes Public Administration an attractive employer? How important are organisational choices, and how important is the ability to communicate them effectively?
In a labour market increasingly driven by the search for meaningful work, Public Administration (PA) faces a defining challenge: shifting from the traditional idea of a "job for life" to that of a "purpose-driven career". The challenge is no longer simply to fill workforce gaps, but to compete for the best digital, creative and managerial talent while meeting the expectations of younger generations seeking rewarding career opportunities and the chance to make a meaningful impact.
The attractiveness of the PA depends on two key factors: on the one hand, how people are managed and supported in their professional development; on the other, how effectively the value of public service is communicated.
In this context, employer branding has become a key strategic asset. It is rooted in organisational practices and brought to life through effective communication, making the organisation's employee value proposition both credible and compelling.
This session explores case studies and experiences from public administrations that are investing in young people, talent and skills as strategic assets, offering practical insights into how the PA can strengthen its capacity for innovation.
SPEAKERS
Sauro Angeletti, Director General, Department of Public Administration, Presidency of the Council of Ministers
Michele Camisasca, Director General, ISTAT
Antonio Campanella, Head of the Development Sector, Resources Division – Central Human Resources Directorate, Italian Revenue Agency
Daniele Cristoforetti, Director General, Union of Terre d'Argine; Member of the Board of ANDIGEL (National Association of General Directors of Local Authorities)
Elena Zuffada, Full Professor of Business Administration and Scientific Director of the Executive Master's programmes in Management and Innovation for Public Administration, Università Cattolica del Sacro Cuore