In the Development Strategy of Kazakhstan until 2030, one of the long-term priorities is the creation of a professional state. The implementation of tasks in the creation of a highly professional civil service and an effective management structure is largely due to the professionalism of the civil servant.
Meanwhile, an indicator of the level of public confidence in the state apparatus and a criterion for evaluating the effectiveness of management activities by society is the image of the public service, which has important functional and status significance. The image of the civil service as a whole is directly related to the image of a civil servant, since the image of an employee is associated with the issue of trust in public authorities, otherwise the activities of public authorities become ineffective.
The civil service reform currently underway presupposes the formation of effective personnel mechanisms: an effective and transparent procedure for entering the civil service, the possibility of continuous professional development of civil servants, the relationship between the results of work and the incentive system. In the new model of public service, the priority direction should be the formation of a positive image of the public service, including timely informing and responding to citizens' appeals, creating a favorable opinion about the actions of government structures. In the formation of a positive image of the public service, the main directions are, respectively, improving the quality of public services and establishing public relations.