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The Federal Coach
Posted at 10:52 AM ET, 08/19/2011

Pitching young employees on your federal agency

The average age of my agency’s employees is high. With retirements increasing, we will need to recruit and hire younger employees. What is the recruiting pitch that will appeal to younger employees? How do you entice them to join your agency? - Federal Manager (GS-15), Department of Veterans Affairs

This is a great question. Recruiting a new generation to public service and getting top-flight talent in the process is essential to the vibrancy and effectiveness of our government.

Let’s start with the recruiting pitch. You should have a clear message about your organization and mission, as well as a straightforward description of the job to be filled.

In particular, you need to speak to the interests of young job seekers on making a difference, workplace flexibilities, relative job stability, and the opportunity that a government job can provide as a possible stepping stone. If you really wanted to push your message forward, you could reinforce that federal employment is an opportunity to be of service of the American people. The folks you want will jump at the chance.

Putting all this into action will require that every agency and every office develop its elevator speech – that 30-second, plain-English pitch that explains your role and mission. You also need what I call a “Metro ad”: a short, catchy written pitch that’s capable of drawing someone’s interest even if they’re standing on a hot, crowded Metro full of tourists.

This means agencies must stop posting vacancies on USAJobs.gov that contain mind-numbing job descriptions and instead read more like incredible opportunities.

After a quick search on USAJobs.gov, I found agencies that have not yet developed that pitch. The first line of one job announcement read: “Reviews and assess the efficiency, effectiveness, and impact of programs….”

Others, like the Department of Treasury’s inspector general made a more enticing pitch: “Treasury OIG is looking for people capable of taking initiative and exercising independent judgment, with a strong desire to improve the effectiveness and efficiency of government programs, and the intellectual capacity and drive to make that happen.”

Of course, a great pitch that no one hears is useless. So the answer to your question is incomplete without some mention of the best ways of delivering your message to those young job seekers.

One federal recruiter, Amanda Perry at the Federal Energy Regulatory Commission,just posted a great blog on the National Association of Colleges and Employers (NACE) website outlining the best communication techniques she’s uncovered in her experience.

Among her many great ideas, she outlines enlisting campus ambassadors (former interns) to serve as advocates for your organization; hosting educational seminars on campus for students to support their professional development; and organizing webinars to reach a wider audience without incurring travel costs.

If you’re interested, you might also check out a tool my organization, the Partnership for Public Service, has developed, What’s My Role: A Step-by-Step Hiring Guide for Federal Managers, that covers Amanda’s ideas and others such as using social media like LinkedIn to get your message out to job seekers.

This is a real challenge. If you’re having success crafting an “elevator speech” or “Metro ad” to attract job seekers, please share your stories by contacting me at fedcoach@ourpublicservice.org.

More from On Leadership:

Summer reading suggestions for fed workers

How to become a great federal leader

Rocking the boat in federal agencies

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By  |  10:52 AM ET, 08/19/2011

 
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