This article provides a scientific and theoretical analysis of the modern aspects and main trends in improving the image of state civil servants. The impact of the image of a public servant on public trust and the effectiveness of public administration is revealed. Based on the analysis of scientific literature, the interrelationship between the image of an organization and the personal image of a civil servant is substantiated. In addition, the role of natural and artificial methods of image formation, as well as professional and ethical factors, is highlighted. The article substantiates that image policy has strategic importance in developing the civil service as an attractive and reliable institution.

state civil service, state civil servant, image, organizational image, public trust, professional competence, public administration, modern trends.

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