Introduction. Attracting and retaining young specialists in municipal service is a strategic task today. At the same time, the negative image of a municipal official dominates the news agenda, which is seen as a predictor of disrupted professional identity among students in the corresponding degree programme.
Aim. To identify the characteristic features and possible deformations of the image of a municipal employee that exists in the representations of students.
Methods. The focus group method was used with 3rd-4th year students of the training programme “State and Municipal Administration”. The focus group venues were Belgorod State University (Belgorod) and the State University of Management (Moscow). Additional methods used included a questionnaire survey of students in the corresponding degree programme and content analysis of Telegram channels.
Results. Key determinants of career choice have been established. Students articulated the values of municipal service. At the same time, some students during their studies came to the conclusion that their personal characteristics, professional interests and value orientations do not correspond to the specifics of the chosen professional activity. Factors that violate the professional identity of students include criticism of officials in the media discourse, stigmatisation of the negative features of the profession (corruption, bureaucracy), and the low information content of official media.
Scientific novelty. As a result of the study, it was established that high-profile news about municipal employees negatively affects students’ perception of their future professional activities. A counterbalance to negative media practices is the interest of young people in the personal public pages of municipal leaders. This type of study has been conducted in Russia for the first time.
Practical significance. The obtained results can be used in developing courses related to the professional ethics of municipal employees, the foundations of statehood, etc.