The purpose of the article is a comprehensive analysis of the factors influencing the attractiveness of municipal service in youth assessments, taking into account the subjective value orientations of youth and institutional conditions. The methodological foundations are postpositivist and neo-institutional approaches that take into account the subjective expectations and value orientations of young people, as well as the influence of formal and informal institutions on their professional choice. To analyze empirical data, the method of secondary analysis of modern sociological research covering youth groups in various regions of Russia was used. The results of the analysis revealed that the attractiveness of the municipal service for young professionals is determined by a combination of factors: guaranteed stability, a social package, professional development opportunities and participation in socially significant projects. Corporate culture, openness of institutions and flexibility of organizational practices are also essential, which is especially important for young people. The barriers that reduce the attractiveness of municipal service are highlighted: low dynamics of career growth, limited intangible incentives and insufficient digitalization of work processes. The need for institutional changes aimed at increasing transparency, introducing modern technologies and developing mentoring programs is substantiated. The practical significance lies in determining the directions of personnel policy adaptation, taking into account the values and expectations of young people, which contributes to increasing the competitiveness of the municipal service in the modern labor market. A promising area of increasing attractiveness is the integration of the municipal service into the digital ecosystem, which fully meets the needs of young people.
