Bridging the gap: rethinking the attractiveness of public administration in the modern job market

The ability of public administrations to attract and retain qualified human resources is now a strategic lever not only for ensuring the efficiency of their structures, but also for improving the quality of services and strengthening relations with citizens. In a context characterized by digital transition and new social and economic challenges, administrations are required to be flexible, innovative and capable of developing advanced skills. The growing demand for specialized professionals makes it necessary to rethink the role of the public sector as an employer, since stability alone is no longer sufficient and younger generations expect dynamic workplaces that offer opportunities for rapid growth. Signs of change are already visible and, if consolidated, could lead to broader modernization that enhances human capital. The gap with the private sector, often mentioned for contractual and organizational differences, could be transformed into an opportunity to develop models based on social mission and the centrality of skills. It is therefore essential to strengthen employer branding strategies in order to present the public administration as an innovative and attractive workplace. This research highlights the urgent need for policies that make attractiveness a priority for administrative action, in the belief that investing in people means investing in the quality of public services.