The article explores the significance of employer branding in public administration in Poland, a concept increasingly seen as vital for attracting and retaining talent in governmental roles. It emphasizes that while there is a recognized need for strong employer branding strategies to enhance the appeal of public sector jobs, there exists a substantial institutional resistance that hinders progress. This resistance often stems from traditional views of public service roles and a reluctance to adopt modern marketing and branding practices that have become standard in the private sector.

Moreover, the article examines how the changing labor market, characterized by the demand for highly skilled professionals, poses a challenge for public institutions that must adapt to these new expectations. As younger generations enter the workforce, they prioritize workplace culture and branding, prompting public sector entities to reconsider how they present themselves to potential employees. The implications of these changes could lead to a redefined approach to recruitment and retention in public sector roles, which is critical for maintaining a competent workforce.

In conclusion, the piece highlights the duality faced by public administration in Poland — the pressing need for effective employer branding versus the deep-rooted institutional barriers that complicate these efforts. Addressing this issue may require not only strategic shifts within public agencies but also a broader cultural change that embraces the value of branding in attracting talent to serve the public interest.