Between the Lines: Decoding Signaling Differences in Public and Private Sector Job Advertisements

Abstract

ABSTRACT To compete in the “war for talent,” public sector employers must demonstrate advantages over private employers. While public service motivation (PSM) predicts sector preference, scholars disagree on whether public employers (can) effectively signal PSM in job advertisements. Consequently, this article examines how public and private job advertisements differ in language. We collected 5000 advertisements from both sectors and performed natural language processing (NLP) and qualitative content analysis. Both sectors use specialized language that can narrow the applicant pool. PSM signals appear more often in the public sector, but affective motives are rarely communicated; instead, self‐sacrifice is framed as a legal obligation. Public sector advertisements adopt a rational tone instead of explaining purpose and societal value. Legally mandated, saturated signals may be perceived as low‐cost and ineffective. The findings explain the mixed results concerning PSM signaling and underscore the gap between theory and practice in PSM‐related recruitment efforts.