Absolventi ekonomických vysokých škol vs. instituce veřejného sektoru: Jak nalézt společnou řeč?

This thesis identifies the perspectives and needs of graduate students from economics universities as potential employees and public sector institutions as potential employers. The research component of the thesis is based on controlled, structured interviews with both groups, the comparison of which made it possible to identify specific areas where information asymmetry exists. These include, in particular, graduates’ understanding of the public sector remuneration system, the identification by public institutions of areas of work in the public sector that are attractive to young graduates, and the perception of employee benefits. The main findings of the thesis indicate that neither young graduates nor public institutions perceive the employer brand of the public sector as sufficiently attractive. The most significant barrier is low financial remuneration resulting from the rigid system of pay scales. Financial compensation, together with the nature of the work, plays a crucial role in graduates’ decisions regarding their future employer. Despite this, graduates do not have clearly defined preferences, which suggests that the public sector has the potential to attract the younger generation. Another key finding is that graduates do not perceive public administration as a homogeneous entity and consider certain public institutions to be more prestigious than others. Based on these findings, the thesis formulates several recommendations. Institutions should build their employer brand through a clear strategy that serves as a foundation for recruitment and communication activities. In relation to graduates, it is also important to identify and showcase areas that are of interest to the younger generation (such as opportunities for horizontal career growth, education and professional development, and meaningful, engaging work) and to present these areas in a way that avoids an overly formal tone. Furthermore, institutions should communicate financial remuneration openly and actively engage in discussions on reforming the remuneration system with political representatives, providing insights based on practical experience and real needs. Both parties were familiarised with the findings of the thesis, enabling its practical application and linking the conclusions to real-world practice.