"Mission. Impact. Scale."
That's the short list from John Berry, Director of the U.S. Office of Personnel Management (OPM), i.e. the President's Chief People Person. The comment came on May 18, 2011 at the National Press Club during a leadership briefing on press in hiring reform, hosted by Government Executive Media Group with support from TMP Government. Although the main feature was a report on the accomplishments since the reform began last May (for details click here, attendees took special note when Tom Shoop, Editor-in-Chief of Government Executive magazine, asked about recruitment difficulties during this time of salary freezes and budget cuts.
In prefacing his question, Mr. Shoop referred to the three top motivators for Federal civil service as "Mission. Security. Benefits." Mr. Berry responded with an alternative list that has been corroborated many times in our research with leaders and employees: "Mission. Impact. Scale." He amplified that job seekers join up to make a difference, creating a better world on a scale unmatched by any other organization.
Of course, today that unmatched scale itself has become a topic of controversy. The size of the Federal government and its workforce is a hot topic on Capitol Hill. Conversely, Mr. Berry's remarks may seem controversial to government leaders who are understandably distraught that pay freezes may continue far longer than anticipated. If the freeze continues, as some measures would indicate, until 2015, compounded with more employee payments for pension plans, what will happen to recruitment and retention?
For example, America's public school teachers generally choose education for non-material factors. Many want to have a positive impact on young lives. Yet, according to the National Commission on Teaching and America's Future (NCTAF), the national attrition rate for all new teachers is 46 percent after the first five years.
Table stakes when "everything's on the table"
In deficit reduction talks, lawmakers from many points of view have increasingly "put everything on the table." While acknowledging the importance of Federal workers, they can obviously target government pay, benefits and pensions. Unlike entitlement cuts and tax hikes, Federal compensation arouses little interest beyond those who feel an actual pinch. In fact, voters, shown by recent polls to be skeptical if not distrustful of government, lack detailed awareness of what Federal agencies do. Reports that government workers receive pay in excess of the private sector can seem unfair in a national economy struggling to keep unemployment beneath 10 percent.
However, TMP does not feel that an agency can build strong recognition on economic benefits alone even in booming times. The reason is simple: compensation and benefits remain relatively the same across government. These attributes are what we call "table stakes." They earn you consideration, but they don't figure big in the decision. Job seekers need to know that your pay and benefits are comparable to other organizations, but within government, material incentives rarely serve as "game breakers."
Quality not quantity
Mr. Berry's leadership briefing gave yet another point that supports this broader view. Hiring reform is not so much about quantity as quality: The government is at last moving away from practices that may have once had meaning, but now can deter the best and the brightest from entering public service. A case in point came when Mr. Berry noted that government is 96 percent off "KSA Island," referring to the knowledge, skills and abilities essays that applicants had to write regardless of whether or not the position called for writing skills.
The intention behind hiring reform is to ensure that the right skills and competencies are in place, an issue even more critical if budgetary restrictions dictate fewer replacement hires. The government workforce, whatever its size, must not let the best candidates drift towards the private sector. If the present trend continues, those aspiring job seekers, intent on public service, will find that, as Mr. Berry put it, Federal reforms are making it "easier to apply for, but harder to get the job." In other words, candidates can get beyond obsolete bureaucratic measures into an authentic meritocracy, where rigorous qualifications and competition are balanced with a meaningful use of veterans and diversity considerations.
Under any economic conditions, America will clearly benefit from a principles-based Federal workforce. Employer branding creates a way for job seekers to associate your unique mission, impact and scale with your name.
For more information on how a TMP's systematic approach to branding can help you draw the kind of people you need, please contact John Bersentes at John.Bersentes@TMPgovernment.com or call him at 703-269-0092.
Back