Arbeitgeberattraktivität öffentlicher Unternehmen aus Sicht des Führungskräftenachwuchses der Verwaltung

Employer attractiveness of state-owned enterprises (SOEs) gains in importance. We analyze empirical data of 1,244 junior managers to explore which general and special work motives influence the perceived employer attractiveness of SOEs in comparison to the (core) administration and private enterprises. Results indicate that the special motivation of public service motivation (PSM) is negatively related to the attractiveness of SOEs. Among the general work motives, the desire for a performance-oriented pay is positively associated with employer attractiveness, while it decreases the more emphasis is placed on work-life balance, regular working hours, an influential position and scope for decision-making. The practical conclusion for the management of the employer image is to position SOEs right in the middle between public (core) administration and private sector enterprises. In doing so the employer brand could focus on its public service mandate in order to address motivational dispositions regarding common welfare. Beyond personnel marketing, however, issues of substantial work design are also to be addressed in order to reduce perceived competitive disadvantages in the “War for Talents”.