Abstract

This article is devoted to researching issues related to the formation of the image of civil servants in Kazakhstan in the context of the digitalisation of education.
The article reveals the concepts of ‘image of a civil servant’, ‘image of a civil servant’, its components; mechanisms and trends characteristic of the formation of the image of a civil servant in the Republic of Kazakhstan; an analysis of the level of public trust in political institutions is carried out, in particular, such problems as the absence or low level of trust in the authorities; an analysis of the capabilities of digital educational resources and their role for civil servants; the transformation of the image of civil servants through digital training; digitalisation technologies highlight various methods for its practical implementation.
It has been established that the image of a civil servant serves as an indicator of the level of public trust in the authorities and state institutions and reflects the assessment of the effectiveness of state reforms.
The importance of interaction between the state authorities and society as one of the key factors in shaping the image of civil servants has been determined, and the role of marketing technologies such as the digitalisation of education has been clarified.
It is concluded that the digitalisation of educational technologies creates conditions for the formation of the image of a civil servant.
The use of digital technologies contributes to strengthening the authority of the civil service, increasing public trust in the government, developing sustainable relations with the population, and forming a positive image of civil servants in Kazakhstan, which will contribute to greater transparency in government policy aimed at protecting the interests of the population.