| Abstract [eng] |
This master thesis analyzes image of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania. The image of an organization is becoming increasingly important in modern society. All of the organizations, including the public sector, has to ensure a good image and a positive reputation in order to meet the expectations and needs of their consumers and the general public. As society is a founder, funder and consumer of public sector organizations, its image in society is particularly important. The Employment Service implements country's general employment support policy, which aims to assist job seekers to find employment more quickly, acquire the necessary skills if necessary and successfully compete in the labor market. The reorganization of the Employment Service under the Ministry of Social Security and Labour of the Republic of Lithuania took place in 2018, aiming to improve the quality and accessibility of the services of this institution and to form a favorable image of the organization. However, the image of this organization in society is still not considered as positive. As the image of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania is not yet evaluated, it is necessary to estimate the current image and, based on the results, prepare an image management program for the sector by anticipating responsible people and necessary resources. The object of this thesis – image of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania. The aim of this research – is to determine the directions and measures to improve the image of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania. Objectives: 1. develop a theoretical model of image management of public sector organizations; 2. review the conditions and experience of image management in Lithuanian public sector organizations. 3. To identify shortcomings in the image and management of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania; 4. provide recommendations for image improvement of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania. The following research methods are used in this thesis: analysis, analysis of literature, analysis of legal acts, analysis of documents, analysis of statistical data, questionnaire survey. In order to implement the tasks, the first part of the thesis performed a theoretical analysis of the organization's image and its management, discussed the following: the concept, meaning, types, structure, image management methods and the importance of image in the public sector. Moreover, the management of the organization's image and its determinants in the public sector are also discussed. The second part of the thesis analyzes the conditions and experiences of public administration sector image management in Lithuania. The third part of the thesis presents the research methodology and the results of the questionnaire survey. Conclusions and recommendations are presented at the end of the thesis. During the research it was clarified that the image management of the Šilalė Department of the Employment Service under the Ministry of Social Security and Labor of the Republic of Lithuania is implemented in a fragmented way, the image management process is not consistent. Although the image of the Šilalė sector is assessed positively, it is necessary to improve the department's strategy of publication, physical environment, etc. The thesis consists of: summary, introduction, 3 chapters, conclusions, recommendations, list of literature and information sources and appendices. |
