Employer branding in public administration. The Istat case

The National Recovery and Resilience Plan (PNRR) and the digital transformation are imposing on the Public Administration (PA) the need to accelerate the modernization process, which also involves improving the technical-scientific skills of its employees. It will therefore be important for the PA to develop an effective culture of Employer Branding (EB). Istat’s recruitment and employer branding strategies were studied in this work. In order to understand the appeal of the Istat as a potential employer, a survey was carried out on a voluntary sample of about 600 students, Istat’s recruitment and employer branding strategies were identified through a questionnaire drafted online by the General Director.