More than 1.5 million vacancies will have to be filled in the public sector by 2017 despite the Government's spending cuts, according to a new study.
Around a third of the jobs will be for experienced managers, but organisations will have to act more like a "brand" to attract talented employees, said the report.
The Centre for Economics and Business Research (CEBR) and employment website totaljobs.com said hiring managers believed that poor perception of the public sector was a "key barrier" to recruitment.
More than two thirds of the 80 managers polled warned that a lack of new talented staff was hitting efficiency in their organisation.
Mike Booker, of 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 securing future talent."