Abstract
The formation of a positive image of the educational institution provides an increase in the efficiency of its activities and provides an opportunity to meet the needs of stakeholders. The main purpose of the image formation is also to increase competitive advantage, attract investment, establish and expand partnerships. The development of teaching staff is an integral part of forming a positive image of the educational institution, as employees are the main carriers of the brand. The career of educators is a complex multifaceted process, due to the unity of internal (subjective) and external (objective) factors. Internal factors include the living conditions of the future specialist, and external - the peculiarities of career growth (attitude to the profession and awareness of its importance). The desire for self-improvement and self-education are important drivers for the formation of successful careers of employees of educational institutions, ensuring the expansion of their creative potential, cognitive interests, and the formation of a creative personality. Based on the conducted research on building an effective strategy for the development of the employee of the educational institution, each teacher was asked to conduct their SWOT analysis, which allows identifying his/her strengths and weaknesses, as well as external opportunities and threats. The results of the SWOT analysis enable the employee of the educational institution to discover his / her existing potential and to be ready for possible changes in the external environment, which is changeable and fleeting. The strategy of career growth of the teacher is developed, which includes the following stages: conducting SWOT analysis; improvement of professionally important features and qualities; postgraduate education; passing advanced training courses; participation in various pedagogical forums, seminars, conferences, training; research of the advanced pedagogical experience, in particular concerning the use of innovative technologies; constant improvement of scientific and methodical work; forming your portfolio and, as a result, achieving a new level of career growth. Career development leads to a fundamentally new way of life of a teacher - creative self-realization in the profession, which allows identifying their individual and professional capabilities.
Highlights
Problems of the image of educational institutions in scientific and theoretical terms have always attracted a lot of attention and were very relevant
The need to form the image of the institution, the introduction of innovative methods and approaches, improving their prestige due to the changing educational role in modern society, and on the other hand, the fact that society's attitude to influence the functioning of educational institutions and determines the level and quality of educational services and the development of the country in different contexts: national and global
The planning of a teacher’s professional career is a component of image formation and the process of understanding career plans, the basis of which is the establishment of career development goals and ways that lead to their achievement
Summary
Problems of the image of educational institutions in scientific and theoretical terms have always attracted a lot of attention and were very relevant. The need to form the image of the institution, the introduction of innovative methods and approaches, improving their prestige due to the changing educational role in modern society, and on the other hand, the fact that society's attitude to influence the functioning of educational institutions and determines the level and quality of educational services and the development of the country in different contexts: national and global. It should be noted that on the one hand, the appeal of modern education to the individual, the search for innovative conditions for professional self-realization, and on the other hand, socio-economic transformations in the country, clearly exacerbated the public need to form a life plan of personality, build a career development strategy for improving the quality of educational services, the use of modern interactive teaching methods and continuous improvement and accumulation of knowledge of the modern teacher
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