SUMMARY
The management centers of the four Breton departments (2,200 local authorities and 95,400 employees) have joined forces to create an employer brand for the Breton local civil service: " DEN", which means "human being" in Breton. The approach is based on both an offbeat communication campaign (early 2023) and the www.DEN.bzh platform, which centralizes job opportunities. The "anti-bashing" tone of the communication aims to "break" preconceived ideas about the civil service, while playing on the pride of belonging to Brittany.
Keywords: Branding, centers de gestion de la fonction publique territoriale, co-construction, département, fonction publique territoriale, marque, marque employeur, marque employeur territoriale, recrutement, région, ressources humaines, talents, Côtes d'Armor, Finistère, Ille-et-Vilaine, Bretagne, France.
Illustration: © Damien Lemennais
Publication is reserved for founding members and partners of the A&NMT Chair. If you have access, log in to your partners area to read the rest.
