Our article concerns the social representation of social work held by professional social workers in a Canadian healthcare setting. While there have been extensive theoretical debates on the professional identity of social workers, little is known about the representation of social work held by practitioners themselves. To better understand the viewpoints of practitioners, we performed an integrated content analysis of 30 semi-directed interviews focussing on the question of professional identity with clinical social workers practicing in three Canadian cities. The analysis identified four elements organising the social representation of social work: ‘counselling for support’, ‘empowerment and respect’, ‘social justice’ and ‘compassionate vocation’. Each element has implications for the daily practice of the profession, the cultivation of resilience and the core values of social work. This article further discusses the respondents’ perception of outside views of the profession and explores the tensions between the values of social work and its implementation in an institutional setting. This research seeks to open new lines of inquiry about social work based on the experiences and points of view of front-line practitioners. In proposing our representational analysis of the professional identity of social workers, we hope to further the understanding of social work in general.