The article is devoted to the image of civil servants from the perspective of complex tasks facing public administration today. The features and factors of the image are considered from the perspective of a new approach for the sphere of public administration, according to which the image of civil servants reflects their identity (Self-concept) as  a  result of  the process of  self-determination, finding a  profession and status-role position in  society. The hypothesis states that the image of  civil servants is  related to the peculiarities of their social identity, personal and professional qualities, the level of  professionalism, and the attractiveness of  employees. Professional identity is  the basis for both the fulfi llment of tasks, and for self-realization and personal development. The purpose of the study is to identify problems and factors of the image of civil servants associated with the peculiarities of their self-determination, social identity, status and role position. The study was conducted in the form of a survey (questionnaire). A sample is comprised of 200 officials of various positions with at least a year of experience in government agencies. New data on the problems of building the image of civil servants, related to the nature of their activities, and the current conditions for its implementation in our country, have been obtained. Differences in the perception of the image by employees with different types of identity, as well as subjective factors of image formation, are revealed. The results will be useful for organizing personnel work, developing psychological support programs, and training civil servants to maintain their positive image.