Objective: to know the perception of higher-level professionals of a university hospital about the occupational image of the nursing professional. Method: this is a descriptive and exploratory study, with qualitative approach, with 14 nurses of a university hospital situated in the extreme south of Brazil. The data were produced by means of semi-structured interviews recorded, transcribed and analyzed through discursive textual analysis. The project was approved by the Research Ethics Committee, under the Opinion nº 21/2011. Results: After analysis, two categories emerged “The nursing professional as the greatest expression of care” and “Environmental relations that permeate the occupational image of the nursing professional”. Conclusion: It is necessary to work the occupational image of the nursing professional to foster the strengthening of this profession and appreciates its visibility. Descriptors: Health Staff; Professional Role of Nursing; Nursing.