IMAGE AS AN EDUCATIONAL COMPONENT OF PERSONNEL POLICY IN PUBLIC MANAGEMENT BODIES: HUMANITARIAN ASPECT

The article considers image within the concept of employer branding in public management bodies, in frames of New Public Management. It is shown that the attractiveness of the brand of a particular government body is a key factor for quality staffing and provides an additional advantage in the labor market, however, the lack of linkage between the training and development of public management bodies employees and employer value proposition leads to the absence of the effect of involvement and, accordingly, the leakage of employees to the private sector. Based on the analysis of theoretical provisions both in NPM and business HR-management, as well as some case studies, it is shown that importance of image as an educational component of HR policy in public management bodies is especially evident.