The research claims that as private sector pay is expected to exceed that of the public sector by 2016, public sector organisations will need to think and act more like a brand to attract future talent.
The research Bridging the gap: Developing a framework to attract new talent into the public sector claims that 54% of public sector hiring staff say that poor perception of the sector is a key barrier in attracting talent.
It also found that 70% believe that a lack of new talent applying for roles is hindering efficiency in their organisation. A dearth of future public sector leaders is predicted in the next five years, adding another challenge to the implementation of the reforms instigated by central government.
The report outlines that graduates, an important future talent pipeline for the public sector, see job prospects and training opportunities as the most attractive aspects of a career in the public sector. It claims that to attract public sector leaders of the future, organisations need to shift focus away from pay to compete for the top graduate talent of the future.
Mike Booker, public sector director at totaljobs.com, said: "The research shows that there is an appetite from UK jobseekers to work in the public sector.
"However, with cuts and the private sector yet again competing on key elements such as pay and pensions, public sector employers need to think differently when it comes to secure future talent."
"We're calling for public sector organisations to think more like a brand and become a destination employer of choice."
The online survey of 80 senior public sector hiring managers was conducted in July 2012.