The article discusses various approaches to the definition of career guidance work, the generalization of which allows it to be defined as a system of preparing students for a free and independent choice of profession. It is noted that the result of the lack of targeted and systematic career guidance work with students is the admission to universities of students with low motivation to study in the chosen field of study. As the leading task of career guidance work, it is determined to conduct psychological, pedagogical, informational, practical and activity support for students in the formation of their own position in professional self-determination. Such work will be able to increase the effectiveness of professional self-determination, make it more adequate to the characteristics of the individual, with the use of resources both in class and extracurricular activities. The use of information and communication technologies in the study of academic disciplines, students can receive information about various types of professional activities, social, economic and psychological components of professions. During extracurricular time, career guidance of students can be carried out in the course of social and cultural activities, which allows students to be included in cognitive, performing, creative, and communicative activities. The technology of social design, which is understood as the result of creative socially significant activity to overcome social problems, has special opportunities in the professional orientation of students. The use of this technology makes it possible to create conditions for students to independently comprehend their future, the manifestation of social activity and a subjective life position. As part of the study, a regional competition of social advertising «We are in the world» was developed and implemented, the purpose of which was to attract the attention of students to the actual social problems of society. The competition was attended by students of grades 8–11 of secondary schools of the city, region, and the Republic of Bashkortostan.
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