This paper focuses on social workers' experiences of public perception of themselves and the profession of social work. The public is one of the most important stakeholders in social services, and public perceptions of social workers are therefore likely to affect social work practice. This includes possible impacts on service delivery, legitimacy, status of the profession, and job satisfaction. For example, public perceptions of the social work profession may influence social workers’ contacts with service users, other professionals and members of the local community. Public perceptions may also influence people’s inclination to seek help from social services agencies when needed. Little is known about the potential impact of public perceptions on the private lives of social workers, particularly in the European context. So far, research has mainly focused on the image of social work in public forums such as the mass media, neglecting the experiences of those affected – namely social workers. A better knowledge of their experiences could help to improve both the private and professional conditions for social workers, ultimately benefiting the people they serve.

The aim of this study is to explore local authority social workers’ experiences of public perceptions of their work and of the social work profession. More specifically, the study focuses on how social workers perceive and experience public perceptions in professional practise and in their private lives, and is guided by the concepts of socially tainted dirty work and courtesy stigma. The study also explores aspects that social workers consider particularly important in shaping public perceptions. The study draws on data from focus groups with social workers working in the organisational branches of childcare, addiction treatment and financial assistance of social services. The data is analysed using qualitative latent content analysis.

The results show that social workers perceive the public's knowledge and understanding of their profession to be low and that there are negative and stereotypical views of them as professionals and of social services. Several factors contributing to this negative perception were identified, with mass media reports, the mission and target groups of social services, laws and regulations, and professional practise appearing to be particularly significant. In addition, demographic and individual factors among the public, such as ethnicity, education level and previous contact with the social services, are considered highly relevant. However, differences between organisational settings are also apparent. Social workers in child care are confronted with negative and stereotypical views to a greater extent than social workers in addiction treatment and financial aid, both in professional and private settings. Taken together, the findings suggest that at least parts of the social work profession can be understood as socially tainted and that social workers are exposed to aspects and consequences associated with courtesy stigma.

Based on these findings, we argue that it is time to address public perceptions of social work and social workers, particularly in relation to childcare. Addressing these perceptions could improve public understanding, reduce stereotypes and ultimately improve conditions for both social workers and their clients.