European network of public employment services mutual learning : communication and (re)branding toolkit for employment services

In an era of austerity, reduced government services, and increasing pressures placed on all public services across the EU, public organisations, such as European Public Employment Services (PES), often face reputational problems. Yet, for the provision of the critical services that PES delivers, it is important that they are able to successfully bridge the gap between public perceptions of PES and the services and opportunities that PES offers. However, this reputational gap is often very common in the public sector, and is something that can be addressed with improved strategic and brand communication practices.