Introduction

The gradual increase in retirement rates, particularly among the baby boomer generation, coupled with a changing labor market that favors workers, has necessitated the adoption of new strategies for recruitment. In this thesis, we investigate the influence of sectoral differences between public and private sector job advertisements (job ads) on intention to apply based on sector preferences of job applicants. We aim to identify new strategies for the public sector to attract its target group more effectively and succeed in the “war for talent.”