A Study of HR Branding as a Guideline for Application in the Thai Public Sector: A Case Study of Japan

Today, the role of human resource (HR) managers is no longer limited to just one function. HR professionals must be ready to deal with constant change and take on new roles, one of which is HR Branding. This concept focuses on building a positive image of an organization to attract, retain, and develop talented people.This study aims to explore HR Branding and apply this modern role of HR managers to improve the image of Thailand’s public sector. Using Japan as a case study, the research highlights how building a strong organizational image can help attract skilled people. Key strategies include creating mutual trust within government organizations, promoting transparency, encouraging public participation, and organizing modern activities aligned with young people’s lifestyles—like sharing stories on social media to improve public perception and attract new talent.