Government agencies face a unique challenge in the job market, competing with the private sector for skilled, purpose-driven professionals while working within fixed budgets and often complex hiring systems.
But here's the good news: a strong employer branding strategy can give government organizations a real competitive advantage.
With the right tools, you can build trust, attract high-quality candidates, and retain talent who are aligned with your mission to serve.
This guide breaks down seven actionable steps and strategies to help government departments and federal agencies become true employers of choice in today's workforce.
Let's get underway!
Step 1. Lead With Employee Testimonials Using Vouch
If you want to connect with potential recruits, nothing is more effective than real voices from your own people.
Vouch helps teams easily capture and share employee testimonials via short videos. For government agencies, this offers a low-barrier, high-impact way to show what daily work life looks like and the positive impact of public service.
Why Vouch video works:
- Video builds trust faster than text with potential candidates
- Video humanizes roles in a system often perceived as rigid
- Video is great for use in job postings, social media channels, and career sites
Stat: Employer branding videos can increase application rates by up to 34%, according to CareerBuilder.
Step 2. Define and Share Your Employee Value Proposition (EVP)
Your employee value proposition should answer this question: Why should someone work for your agency rather than a private-sector company?
Key EVP components for government agencies:
- Job stability and strong benefits (e.g., student loan repayment programs, vacation schedule, gym memberships)
- Opportunity to make a real impact in people's lives
- Access to career development, training, and employee assistance programs
- A culture of inclusion and commitment to equality
Example: The U.S. Office of Personnel Management (OPM) provides detailed information about federal employee benefits to support recruitment and retention across the public sector.
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
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- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
Step 3. Promote Your Culture and Mission Across Social Media
Your social media company pages are often the first place prospective candidates will go to evaluate you. Use those channels to consistently share your values, work, and people.
What to share on social media:
- Stories from current employees making a difference, known as employee spotlight videos
- Behind-the-scenes team moments like a team lunch or volunteer activities
- Updates about hiring, new projects, and events like a career fair
Step 4. Simplify and Personalize the Recruitment Process
Let's face it - many government agency hiring processes can feel outdated or hard to navigate. A simplified, transparent, and candidate-centred recruitment process goes a long way in making a great first impression.
Recruitment processes that make a difference include:
- Create clear, jargon-free job descriptions that are not overly long, where Vouch video can also significantly help
- Leverage email updates or SMS status notifications through recruitment software
- Personalized onboarding and follow-ups
Insight: According to Harvard Business Review, improving the candidate experience directly improves talent retention and increases the odds of successful hires by up to 70%.
Step 5. Encourage Employee Advocacy and Referrals
Your employees are your best brand ambassadors. When they share their stories, you reach new talent pools and gain trust with potential job candidates.
How to encourage employee advocacy:
- Create a structured employee branding or referral program
- Highlight personal success stories on internal video updates and public channels
- Incentivize employee referrals with recognition or rewards
Note: Candidates referred by employees tend to be more engaged, higher performing, and more likely to stay long-term.
Step 6. Offer Growth and Learning for All Career Levels
Today's top talent, especially early-career talent, prioritizes career development. While government roles often provide more job security, they must also offer growth and purpose to attract modern professionals.
Consider offering:
- Talent development programs and mentorships
- Access to online learning portals or boot camps
- Regular training in leadership, communication, or digital tools
Example: The Government of Canada invests in professional development for all public servants through its public service learning platform, reinforcing its employer brand as a learning-driven organization.
Step 7. Measure, Analyze, and Improve Your Employer Brand
Just like any strategic initiative, your employer branding efforts should be monitored and refined regularly.
Employer branding metrics to track include:
- Ratings on employer review sites like Glassdoor or Indeed
- Engagement on social media posts and job ads
- Feedback from employee engagement surveys
- Drop-off points in the hiring process
Pro tip: Conduct an employer brand audit once or twice a year. Gather data from both internal audiences (staff surveys and spotlight videos) and external audiences (candidate feedback) to fine-tune your employer branding strategy.
Who Are The Top 10 Government Agencies worldwide?
While we have limited data on some countries, when we look at countires like the US and UK, the top agencies are likely larger than you might have thought.
Please just note, this data based on Vouch research, please do your own research if you are researching government agencies or need further data.
1. U.S. Department of Health and Human Services (HHS)
- Overview: Manages public health, welfare, and major programs like Medicare and Medicaid.
- Website: hhs.gov
- Annual Budget: Approximately $1.6 trillion
2. U.S. Department of Defense (DoD)
- Overview: Oversees the U.S. Armed Forces and defense-related activities.
- Website: defense.gov
- Annual Budget: Approximately $895 billion
3. U.S. Department of Veterans Affairs (VA)
- Overview: Provides services to military veterans, including healthcare and benefits.
- Website: va.gov
- Annual Budget: Approximately $378.7 billion
4. U.S. Department of Education (ED)
- Overview: Administers federal assistance to education and enforces educational laws.
- Website: ed.gov
- Annual Budget: Approximately $238.04 billion
5. U.S. Department of Homeland Security (DHS)
- Overview: Handles public security, including anti-terrorism, border security, and disaster prevention.
- Website: dhs.gov
- Annual Budget: Approximately $103.2 billion
6. U.S. Department of Transportation (DOT)
- Overview: Oversees national transportation systems and infrastructure.
- Website: transportation.gov
- Annual Budget: Approximately $87.6 billion
7. Centers for Disease Control and Prevention (CDC)
- Overview: Focuses on public health, disease control, and prevention.
- Website: cdc.gov
- Annual Budget: Approximately $11.6 billion
8. United States Agency for International Development (USAID)
- Overview: Administers foreign aid and development assistance programs.
- Website: usaid.gov
- Annual Budget: Approximately $40 billion in appropriations
9. National Health Service (NHS) – United Kingdom
- Overview: Provides publicly funded healthcare services across the UK.
- Website: nhs.uk
- Annual Budget: Approximately £159.3 billion
10. Education and Skills Funding Agency (ESFA) – United Kingdom
- Overview: Funds education and training for children, young people, and adults.
- Website: gov.uk/government/organisations/education-and-skills-funding-agency
- Annual Budget: Approximately £67.5 billion
Summary
In today's talent-driven world, government agencies need more than a solid benefits package - they need a strong, authentic employer brand.
By telling real stories, simplifying recruitment, and putting people first, public organizations can compete head-to-head with private sector roles and become true employers of choice.
FAQs
What is employer branding for government agencies?
It's how public sector organizations promote their workplace culture, values, and benefits to attract and retain talent.
Why should government agencies use video tools like Vouch?
Because real stories from employees build trust and help demystify public service roles.
What makes a strong EVP in government hiring?
Job stability, public service impact, training opportunities, and meaningful benefits.
How can public services improve their hiring process?
Simplify job descriptions, personalize communication, and use modern recruiting tools.
Is social media really effective for government recruitment?
Absolutely - especially when sharing stories, celebrating milestones, and promoting open roles.
What's the fastest way to build employee advocacy?
Start small: ask team members to share positive moments on LinkedIn or give testimonials via Vouch.
How can agencies measure their employer brand success?
Track retention, application rates, social engagement, and feedback from employee surveys.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.
Be sure to book a Vouch demo today and chat with a video content expert.
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