Federal employee union launches public service campaign

The National Treasury Employees Union on Wednesday launched its first-ever public service campaign aimed at dispelling negative stereotypes and increasing the visibility of government work.

The "Federal Employees… They Work for U.S." campaign centers around television and radio public service announcements that describe the broad range of careers that can be pursued in the federal government. The advertisements, which have gone out to more than 600 television stations and 500 radio stations nationwide, are designed to raise awareness of federal work, specifically in areas outside the Beltway.

The campaign also includes a Web site, www.TheyWorkForUS.org, where public service directors and members of the public can go to learn more. That site has a link to USAJobs.gov, the government's official spot for job listings.

At a press briefing on Wednesday, NTEU President Colleen Kelley said the campaign could help recruitment efforts that are critical as the government confronts a wave of retirements expected during the next decade.

"This has been a labor of love for NTEU; it's been in progress for well over a year," Kelley said. "The [announcements] were designed with the effort to get the attention in a very short time frame of those who may never think once, much less twice, about the valuable work done by federal employees."

Kelley said while the military and Office of Personnel Management have recruited using TV advertising, the government still has failed to address the negative perceptions that often surround public service, especially during political campaign seasons. "This public service campaign will combat the negativism," she said.

NTEU did not work directly with OPM in launching the campaign, according to Kelley, but the union sent materials to agency heads so they could "incorporate it into what they are doing to build and support the federal workforce."

Meanwhile, members of NTEU's nearly 250 local chapters will be involved in grass-roots efforts to promote public service. Each chapter will receive a kit that has suggestions on how to educate people about federal work through brochures, speeches, print ads and other activities.

"Americans should be proud of the caliber of the people in this country who are called to public service," Kelley said. "They make up the most diverse, best-educated workforce in America, and they do it all for us, every day."