Integration of Talent Management and Internal Marketing in Enhancing Public Service Quality

Abstract

Organizational transformation in the public sector requires adaptive and service-oriented human resource management strategies. This study analyzes the integration of talent management and internal marketing as a strategic approach to enhancing public service quality. Using a qualitative literature review of 20 national and international articles published between 2020 and 2025, the analysis employed content analysis to identify key themes such as competency development, succession planning, and employee engagement. The findings reveal that talent management establishes the structural foundation of public organizations through merit-based recruitment, development, and retention systems, while internal marketing strengthens employee motivation and commitment through effective communication of organizational values. The integration of both approaches creates synergy at three levels: individual (competence and adaptive readiness), organizational (performance culture and leadership continuity), and public service (citizen satisfaction and trust). In conclusion, integrating talent management with internal marketing represents a strategic, value-based, and sustainable HR model for the public sector. These findings offer direction for bureaucratic reform toward more adaptive and competitive public service delivery.