Work In Higher Education Institutions Research Articles

СОСТОЯНИЕ ФИЗИЧЕСКОГО ВОСПИТАНИЯ В ВЫСШИХ УЧЕБНЫХ ЗАВЕДЕНИЯХ КРЫМА В СЕРЕДИНЕ 30-Х ГОДОВ ХХ ВЕКА

Based on the analysis of previously unexplored archival documents, the state of physical education and mass sports work in higher educational institutions of the Crimea in the mid 30s of the 20th century are considered. Research has established that the departments of physical and military training in Crimean higher educational institutions were opened in 1932. During the period from 1933 to 1935, there was an intensive development of physical culture and mass sports work in Crimean higher educational institutions in the form of full coverage of the contingent of students with compulsory academic physical education classes, the creation of physical education collectives at institutions, the improvement of their sports base, the opening of student sections on sports and the establishment of intra-university competitions. The most important aspect of the physical education work of higher educational institutions was the involvement of students and teachers in passing the standards for the badge «Ready for work and defense of the USSR». The Supreme Council of Physical Culture of Crimea took an active part in the activities of Crimean higher educational institutions to improve physical education, performing coordinating, organizational and supervisory functions.

Unlocking the Potential of the Decolonial Approach in Migration Studies

ABSTRACTBased on a bibliometric analysis of Scopus‐indexed articles on decolonial research on migration from Social Science disciplines this article outlines the main topics covered by the sampled literature, namely: (1) the academic migration as framed by the internationalization discourse in higher education; (2) migrants' social movements and their transnational dimension; (3) gender and age in decolonial studies of migration; (4) the ways in which intersectionality shapes migrants' experiences through their class, race, gender and sexual orientation; and (5) critique of humanitarian discourse regarding refugees and asylum seekers. The article shows that type of literature first emerged in 2010 and significantly increased after 2020. Likewise, the geographic distribution of the knowledge production in this field highlights the uneven contributions by various countries and regions. Moreover, this picture is further complicated by the biographies of authors who, in many instances, are academic migrants coming from different national backgrounds in the Global South to work in higher education institutions in the Global North. The article ends with suggestions for further developments of the decolonial approach in the study of migration.

Ensuring quality higher education in Ukraine in times of war

This study focuses on exploring the issue of ensuring quality higher education in the conditions of Russia’s invasion of Ukraine. It synthesizes and analyzes literature sources, legal documents, secondary data, original (survey) data, and the author’s experiences with enhancing the quality of higher education. Using analysis of the legal documents, such as the National Doctrine of the Development of Education, the Law of Ukraine ‘On education’, and the Law of Ukraine ‘On higher education’, I study the legal framework for Ukrainian higher education. Using secondary data obtained from online sources, I find irrefutable evidence of mass destruction from Russian military aggression on educational institutions of Ukraine and the educational process in general, and specific initiatives from the Ukrainian state, Ukrainian universities, and international institutions to support the Ukrainian higher education system in wartime conditions. Using original data collected through surveys, I present first-hand information on the processes of changes in higher education in Ukraine under the conditions of Russia’s ongoing military aggression and the issue of ensuring quality higher education through the prism of the experience of students at the Ivan Franko National University of Lviv. Using the author’s personal teaching experience in the implementation of joint global classrooms, I analyze the possibilities of developed partnerships for motivating students and ensuring quality higher education in the conditions of war. Based on the analysis and synthesis of secondary data, I identify the main responses of the higher education system of Ukraine which enable it to maintain the quality of higher education as the realization of the Sustainable Development Goals during the war, namely (i) improvement and wider implementation of an online education system; (ii) organization of work of higher education institutions relocated from the occupied territories to territories controlled by Ukraine; (iii) support of international institutions; and (iv) partnership programmes with partner universities. The analysis of the results of the survey of students highlighted that the top priority of a Ukrainian university during wartime should be the safety of all participants in the educational and research process and high-quality education, and the most serious problems that create obstacles to ensuring the quality of education are the distressed psychological states of the participants in the educational process and organizational issues in the conditions of military aggression. By analyzing the experience of the implementation of joint global classrooms format, I also highlight that this format can be an effective additional measure in motivating students and ensuring the quality of higher education in the difficult conditions of war, and a developed partnership plays a crucial role in its implementation.

A role of Spirituality and wellbeing at workplace and its connection to happiness and performance of employee working in higher education Institutes

Workplace spirituality develops connections and a sense of purpose among employees, which boosts morale and job satisfaction and enhances output, innovation, and teamwork—all of which contribute to improved organizational performance. The objective of the research is to study the effects of practicing workplace spirituality and wellbeing, maintain the happiness that helps to increase better productivity of employee. Research addresses two questions: 1. Does workplace spirituality and wellbeing plays a vital role in happiness of employees in Higher education Institutions. 2. Whether practicing spirituality and wellbeing at workplace affects significantly on performance of employee working in Higher education Institutions. Based on previous study it is found that the, workplace spirituality and wellbeing of academician play a vital role in happiness and practicing spirituality and wellbeing at workplace affects significantly on performance of employees working in Higher Education Institutions.

Аналіз стану умов відтворення аборигенних іхтіопопуляцій Стир-Горинського гідроекологічного коридору на території Західного Полісся України

Purpose. To investigate the state of reproduction conditions, current and in dynamics since 1922, for native ichthyopopulations (NI) of the Styr-Horyn Hydroecological Corridor (HEC) on the territory of the Western Polissiya of Ukraine. Methodology. The Styr-Horyn HEC was studied according to the following parameters: hydrological regime and duration of water stay on the floodplain; state of the basin surface; speed of channel flow; amount of water exchange; quality of aquatic environment; natural-temporal changes of the channel, floodplains, tributary network; number of ecotones; qualitative and quantitative characteristics of fish juveniles. The hydrological regime was studied using the analysis of runoff hydrographs located in the Volyn, Rivne, and Zhytomyr regions starting from 1922. To assess water quality, KND No. 211.1.4.010-94, “Methodology of ecological assessment of surface water quality by relevant categories”, SOU – 05.01.37-385: 2006, was used. Ichthyological studies were carried out in the field and laboratory according to standard methods with the use of identification keys primarily using the data of test catches and the classification of V. G. Nikolskyi. Statistical and mathematical analysis was performed using the Delfi programming language, relevant computer programs (Mathcad, Excel, Xara) and formulas, including authors’ ones. Findings. An analysis of the Styr-Horyn HEC was carried out on the basis of restorative ichthyoecology using the basin principle and riskology approaches. The hydroecological and ichthyoecological factors affecting the reproduction of NI were studied. The natural fish reproduction localities (NFRL) in this region have been identified. Originality. For the first time, a comprehensive analysis of the state of the reproduction conditions of the Styr-Horyn HEC on the territory of the Western Polissiya of Ukraine was carried out starting from 1922. In addition, a prognostic assessment of the NFRL of this HEC on the territory of Ukraine has been provided. Practical value. The conducted studies are already successfully used in the work of higher educational institutions of Ukraine in the field of training “Aquatic bioresources and aquaculture”.In addition, they are used by fish protection authorities in several regions of Ukraine, in particular for certification of wintering grounds. In the future, their implementation is planned at the level of the national environmental protection policy and in the preparation of regulatory documents regarding the determination of the damage caused and the extent of the damage. Keywords: Pripyat River, Horyn River, Styr River, hydroecology, ichthyoecology, Western Polissiya, hydroecological corridor, natural fish reproduction localities, spawning grounds, wintering grounds, fish migrations, native ichthyofauna.

Formation of moral and vocational qualities in higher education acquisitions through handball

The article outlines the peculiarities of the formation of moral and volitional qualities in student youth by means of handball, the role of sports games that have an effective educational content, forms and methods of formation of discipline, courage, perseverance, purposefulness, self-confidence, and moral stability is updated. Based on the study and analysis of psychological and pedagogical literature on the researched problem, the state of work of higher education institutions, we have developed criteria and indicators for the formation of moral and volitional qualities of higher education students in the process of handball lessons. Cognitive criterion (knowledge of moral-willed qualities, understanding of the importance of handball as a means of forming moral-willed qualities, students' awareness of the need for responsibility, self-discipline, self-control during handball lessons. Emotional-value criterion (perceived interest of students of higher education in the formation of discipline, courage, perseverance, purposefulness, moral stability; the desire to form moral and willful qualities in the process of handball lessons; the desire of students to show responsibility, self-discipline, self-control, overcome difficulties in the process of handball lessons. Criterion of voluntary impulse (students' willingness to show discipline, courage, perseverance, purposefulness, moral stability in the process of realizing the goal, the manifestation of moral and volitional qualities in the process of playing handball, the desire to manifest a moral and volitional act, responsibility, self-control. Activity criteria (the ability to independently demonstrate discipline, courage, perseverance, purposefulness, moral stability in the process of achieving a goal; the ability to demonstrate moral and willful qualities in practice, to help the teacher in organizing sports and mass events in higher education institutions; the ability to show responsibility, self- discipline, self-control, to overcome difficulties in the process of practicing handball). Thanks to the developed criteria and indicators, we determined the levels of formation of moral and volitional qualities in students of higher education by means of handball, namely: low, average, sufficient and high.

Patriotic Agenda in the Information Flows of Russian Universities: Key Areas of Efficiency Improvement

The article presents the results of an empirical study of the patriotic agenda in the information flows of the largest Russian universities. The relevance of the study is determined by the set of global socio-political challenges facing the state at the current stage of development. Based on modern methods and tools of social media analytics, the authors determine the basic characteristics of thematic information flows in social media and make a comprehensive assessment of their effectiveness in interacting with target groups of students. Based on the results of the study the authors differentiate contexts and discourses regarding the level of engagement and personal involvement of young people in patriotic activities, as well as achievement practical results in such work. The main directions for improving the information work of higher educational institutions as subjects of formation and promotion of patriotic information flows in the new media should be focused on systemic activities that simultaneously consider the current external contexts and the needs of student youth.

Open access to scientific resources of institutional repositories of Ukrainian higher educational institutions for information and library direction

The purpose of the article is to analyse the level of providing open access to scientific resources in Ukrainian higher education institutions’ institutional repositories for information and library direction. The research methodology is based on general scientific and special cognition methods, including analysis, synthesis, monitoring and comparison. The scientific novelty of the work consists of expanded ideas about the possibilities of activating the work of higher educational institutions’ institutional repositories for information and library direction as a component of determining their ratings at the world level through the maximum realising openaccess provision to their scientific resources for developing scientific and technical progress. Conclusions. The article analyses the institutional repositories of 10 higher education institutions for information and library direction by using Webometrics, QS World University Rankings, and SimilarWeb. The analysis of using the levelof institutional repositories testified to its inadequacy. The research based on using web analytics by SimilarWeb made it possible to identify four leaders of higher education institutions in terms of the number of users’ visitsto their repositories: West Ukrainian National University (WUNU), National Aviation University (NAU), Ternopil National Technical University named after Ivan Puluj (TNTU). Geographical, gender, age, thematic diversification of higher educational institutions’ institutional repositories, as well as the level of their using the main communication channels (direct appeal, regular search, referrals, e-mail, social networks) thanks to the analysis of their websites’ traffic were determined. The recommendations for improving information culture for scientific and pedagogical staff, students, librarians, management of higher educational institutions for information and library direction, and all participants of scientific communication were given through activating their using institutional repositories to promote them in the global scientific and educational space as components in increasing the rating positions of higher educational institutions in Webometrics and QS World University Rankings thanks to providing open access to scientific resources for developing scientific and technological progress

The role of digital communication in developing administrative work in higher education institutions

In higher education institutions, effective digital communication is crucial for achieving administrative goals, such as improving student services, managing resources, and facilitating collaboration among staff members. By exploring the impact of copresence factors on digital communication effectiveness, higher education institutions can gain a deeper understanding of the factors that influence their digital communication and develop strategies that optimize its efficiency. The study applied a quantitative research approach through a questionnaire survey to collect required responses from employees who are working in the higher education institutions of Jordan with a total of 304 participants. The findings of this study indicate that copresence factors play a significant role in the effectiveness of digital communication within higher education institutions in Jordan. The results support the framework developed by others and suggest that self-copresence and partner-copresence have a positive impact on the efficiency of communication. This highlights the importance of considering the presence of individuals during digital communication and the impact it can have on the quality of the exchange. In conclusion, the study sheds light on the importance of correspondence in digital communication and its impact on the efficiency of communication within higher education institutions. The findings can help in the development of strategies and practices for enhancing the effectiveness of digital communication and improving administrative work in higher education institutions in Jordan.

Особливості практичної підготовки майбутніх фахівців спеціальності 231 "Соціальна робота" за освітньо-професійною програмою "Соціальна педагогіка"

The article is devoted to highlighting the features of practical training of future specialists in the social sphere, highlighting practical experience and problematic points in the training of social pedagogues, social workers. An analysis of the latest research and publications on the content of the professional training of future specialists in the social sphere in Ukraine was carried out. Presented are modern approaches to the implementation of practical training of students of higher education institutions, namely, future specialists in the socionomic sphere. The educational and professional programs «Social pedagogy» training specialists of the specialty 231 Social work of higher education institutions of Ukraine were developed, in particular, the practical training of students in the modern conditions of such institutions of higher education was analyzed: Kharkiv National Pedagogical University named after H.S. Skovorody, Zhytomyr Ivan Franko State University, Khmelnytskyi National University, Zaporizhia National University. The conditions of students' readiness to undergo practice in social institutions have been characterized, and it has been determined that practical training is aimed at the acquisition of professional and general competencies by students of higher education. Attention is focused on the importance of adapting the tasks of practical training of students of higher education in the socio-economic sphere to the conditions of the introduction of martial law. As an example, a number of organizations that can be the main bases of practice for students of the specialty 231 Social work under the educational and professional program «Social pedagogy» are given. The content of the practice, which is determined by the leading types of activities that ensure the realization of the professional functions of a social sphere specialist, is outlined. The main types of students' activities during practical training in institutions are specified.

Culture of Educational Institutions on Psychological Empowerment of Women Employees in Higher Education Institutions

Women’s empowerment is a worldwide issue addressed by the government in every country. It has been the main agenda point discussed in all government plans. In India, we aim to achieve women’s empowerment and gender equity, one of the sustainable development goals to be achieved by 2030. Women’s empowerment is achieved by creating a conducive social environment that facilitates individual or collective decisionmaking for social transformation. This can be achieved by looking at women’s empowerment from a psychological perspective. This study aims to find the impact of institutional culture on the psychological empowerment of women faculty in higher education institutions. It also aims to find suitable institutional culture types to enhance women’s psychological empowerment in institutions. This study was developed based on selfdetermination theory proposed by Edward Deci and Richard Ryan in 1985. Descriptive research was conducted, and quantitative analysis was carried out with IBM SPSS and AMOS version 23. A sample of 385 women faculty working in higher education institutions in India was contacted to collect primary data. Structural equation modeling was used to test the proposed model, and it was found to be acceptable. Statistical analysis of the data reveals that there exists a strong positive relationship between dimensions of institutional culture and psychological empowerment.

Research on the ideologic and politic education of college students based on big data analysis

Abstract This paper firstly researches the ideological and political education in higher education institutions in the background of the big data era and puts forward the innovation strategy of ideological and political education mode in higher education institutions in the big data era. Secondly, it studies the application of data mining technology in colleges and universities for ideological and political education. Based on data mining technology, the data on ideological and political education is determined by the clustering algorithm, followed by a quantitative examination of the policy text of ideological and political education of colleges and universities by calculating the quantitative statistical analysis of policy text, word frequency, and word cloud analysis. Then, the research subjects were selected, and the initial data were obtained using questionnaires, further pre-processing, and further empirical analysis of ideological and political education based on data mining technology. The consequences show that the proportions contained in the three types of score bands, namely 17.99%, 59.38% and 9.96%, basically match with the sample proportions accounted for by the three types of grades assessed by clustering, namely 30.51%, 62.02% and 8.47%, which confirms that such a model of data mining adopted according to the quantitative table of ideologic and politic education assessment in higher education institution is a very successful model. This study contributes to the innovation of online ideological and political education work in higher education institutions in the context of big data.

ЗАСТОСУВАННЯ МОДЕЛІ ПОВЕДІНКИ ЕНГЕЛЯ-КОЛЛАТА-БЛЕКВЕЛЛА ЩОДО СПОЖИВАЧА ОСВІТНІХ ПОСЛУГ

The purpose of the study was to analyze the peculiarities of the formation of the behavior of consumers of educational services in Ukraine using the Engel-Collat-Blackwell (ECB) model. This is due to the interest of higher education institutions in improving the quality of the educational process, attracting more applicants and training qualified personnel for the state labor market, science and technology. The study considered the university as a provider of educational services and applied the EKB model using digital tools and surveys. The study analyzed the impact of various factors, such as advertising, recommendations, communication, reputation, image, and others, on consumers choosing an educational institution. It was established that the reaction of consumers to external (motivation, perception, and attitude) and internal (economic, social, cultural, etc.) factors is formed by the effectiveness of the use of marketing strategies and tactics, and it was also determined that their decisions and purchasing behavior depend on quality stimulation. The study applied EKB models to explain the factors influencing consumers' purchase decisions when searching, reviewing, and processing information about various educational specialties, services, and universities. An assessment of awareness of the proposals, the level of organization, provision and implementation of the educational process was carried out; the most effective communication channel of higher educational institutions with potential applicants was determined, as a result of which recommendations were formed for improving the interaction of consumers of educational services. The results of the implementation and application of the EKB model in the practical work of higher educational institutions will create an opportunity to attract more consumers of educational services and increase revenues to the institution's budget

Exploring Digital Agility and Digital Transformation Leadership

This study aims to explore and examine an integrated model predicting digital agility in higher education institutions. In the exploratory phase, semi-structured interviews were conducted with the heads of the institutions to understand their challenges in ensuring digital agility at work in higher education institutions. In the second phase, the integrated model derived from codes taken from interview responses was developed. The first study round identified factors affecting digital agility from word cloud and thematic analysis using grounded theory. Based on the common codes, themes were developed, and an integrated model comprising digital transformational leadership, internal branding, and digital self-efficacy was developed. Then, established measures were taken to test the model, while a novel scale was developed to measure digital agility. Hierarchical regression analysis indicated that digital transformational leadership impacts digital agility with intervening roles of internal branding and digital self-efficacy.

Individualization of independent work in the professional training of future teachers: An experimental study

The individualisation of independent work in the professional training of future teachers contributes to the stable achievement of results in professional and pedagogical training, as it takes into account the needs, motivation, and capabilities of the student. One of the leading technologies of innovative education is tutoring, which ensures an open educational environment in a higher education institution. The article outlines the results of an experimental study of the state of individualisation of independent work in the professional training of future university teachers on the basis of comprehensive, competence-based, systemic and activity-based approaches. The experiment was conducted in the form of a questionnaire among 54 respondents – master students majoring in “011 – Educational, Pedagogical Sciences” of the Mykhailo Drahomanov Ukrainian State University in order to find out their attitude to the current individualisation of independent work and the introduction of tutoring technology. The respondents were offered a Google Forms questionnaire “The current state of individualisation of students' independent work in higher education institutions”, which consisted of 10 questions with possible answers. The results of the experiment showed that modern higher education institutions do not provide adequate conditions for the development of important skills and qualities in students, such as independence, the ability for self-education, self-development, and self-knowledge. It is established that the majority of master's students express their dissatisfaction with the organisation of individualised independent work in higher education institutions, which is due to insufficient attention to their interests, needs, and motives. It is proposed to introduce an integrated form of professional and pedagogical training of future teachers – tutoring technology as an important mechanism for innovating education, which can ensure the openness of the educational and scientific environment. The essence of the educational process under the guidance of a tutor, when a student acts as a tutor on the basis of subject-subject partnership interaction, is revealed. The results of the confirmatory experiment make it possible to further study the conceptual foundations of tutoring as a leading technology for individualising the educational and scientific process. The developed experimental study on the current state of individualisation of independent work in higher education institutions can be implemented at all levels of training of future pedagogical specialists

SOCIAL RESPONSIBILITY OF HIGHER EDUCATION INSTITUTIONS IN TIMES OF CRISIS AND ARMED CONFLICT: INTERNATIONAL EXPERIENCE AND LESSONS FOR UKRAINE

INTRODUCTION. The article is devoted to the study of the social responsibility of higher education institutions in times of crisis and armed conflict. Due to the increasing geopolitical conflicts and security threats, social responsibility becomes a key aspect of the work of higher education institutions. In modern times, when the country is facing crisis challenges and military actions, the social responsibility of higher education institutions becomes exceptionally important and relevant.
 RESEARCH HYPOTHESIS: The hypothesis of the article is that based on international experience, valuable lessons can be learned to facilitate the development of effective social responsibility in Ukrainian higher education institutions in crisis situations.
 THE OBJECTIVE of the article is to analyze international experience regarding the social responsibility of higher education institutions in times of crisis and armed conflict and identify key lessons that can be applied in the Ukrainian context.
 METHODS. The research employs methods of systemic analysis, comparative analysis, synthesis of scientific literature, and analysis of international practices in the field of social responsibility.
 FINDINGS. The study identified key aspects of social responsibility of higher education institutions in times of crisis and armed conflict at the international level. Specifically, it highlights practices for responding to crisis situations, involving students in community and charity initiatives, addressing social issues, and contributing to community development.
 CONCLUSION. Based on the analysis of international experience, it is concluded that active implementation of social responsibility is essential in Ukrainian higher education institutions during times of crisis and armed conflict. The valuable lessons from international experience can serve as a foundation for developing effective strategies and programs for implementing social responsibility in the Ukrainian higher education system.
 KEYWORDS: social responsibility; higher education institutions; crisis; armed conflict; international experience; lessons; Ukraine.

Creative work in higher education institutions

Creativity at the tertiary level of education refers to analyzing creativity in higher education institutions through segments such as creativity among teachers and students and creativity in the business/functioning of the institution, which is one of the goals of this paper. A chapter on increasing the level of creativity in organizations/faculties was specially presented, with a special emphasis on increasing creativity with the help of creative techniques. The focus is also on the question of how management can encourage creativity in faculties, without excluding employees and their creative behavior in organizations. It tries to show the specificity of creativity in higher education institutions; do teachers and students use creative strategies in the teaching process and what is needed to encourage creativity in higher education institutions.

Intersectional barriers to women’s advancement in higher education institutions rewarded for their gender equity plans

ABSTRACT This paper reports on a research project designed to understand the work experiences and career opportunities of people working in higher education institutions (HEIs) across the UK, which received formal recognition for supporting gender equity between 2015 and 2020. The findings reveal multiple intersecting barriers to women’s full engagement, inclusion, support and career success in higher education, despite the implementation of organization-based gender equity plans, and institutional inter/national recognition for advancing equity. Most axes of de/privilege that are based along lines of gender, race, ethnicity and religion are enacted as everyday sexism that resist gender equality policy. Moreover, our findings suggest that ‘place’ is a constitutive element of intersectional dis/advantage, not merely a context within which compounded barriers to inclusion and advancement may exist. In addition, the findings demonstrate that whilst inter-categorical intersectionality is based on the notion that all social categories (such as age, race and gender) are equally salient, the degree of importance of any category will likely depend on location or context of the phenomena being examined. Our findings therefore invite further, iterative and translocational research into the impacts of the intersections of gender, ethnicity, race and religion in spaces of higher education, particularly those with colonial legacies and presence.

CONTINUOUS EDUCATION IN THE EDUCATIONAL PROGRAM «ROAD TRANSPORT»

The organization of the activities of the student scientific circle is considered. It is noted that the purposeful implementation of scientific research in circles contributes to the formation of a comprehensively developed personality of a specialist, scientist. General provisions on membership in the scientific circle, functional tasks, forms of work and its management are given. Attention is drawn to the fact that the main goal of the student scientific circle (CIS) is to instill in students the skills for independent selection and study of special literature, ability to draw conclusions and generalizations. It is noted that the research work of students (RWS) is an organic part and a prerequisite for the successful work of higher educational institutions. The analysis of the role of CIS in the professional development of graduates is given.

SOCIAL NETWORKS AS A MODERN TOOL IN CAREER GUIDANCE COUNSELING WITH FUTURE APPLICANTS OF THE INFORMATION SECTOR

<p><strong><em>The purpose</em></strong><em> of the study is to highlight the role of social networks as one of the modern means of career guidance work in higher education institutions, which allows to effectively acquaint applicants with the prospects of majors, presenting them with all important and relevant information.</em></p><p><strong><em>Research methodology. </em></strong><em>During the research, the following methods were used: descriptive (to specify the theoretical foundations of the work); analysis and synthesis, structural (for generalization and systematization of the obtained data).</em><em></em></p><p><strong><em>Results</em></strong><em>. It is emphasized that social networks in career guidance work are a popular element of the modern information space, a high-quality tool for establishing a connection between universities and future applicants, as well as a platform for joint activities for the purpose of consulting, searching and informing. It has been established that the use of social networks will allow to significantly expand the reach of the target audience, apply online marketing strategies to promote the offer, and adapt the form and content of career guidance materials to its characteristics. The Facebook and Instagram community «MediaBiznes#MBKNUCaA» of the specialty «Information, library and archival business», which was created at the department of «Event management and social communications» of the separate division «Mykolaiv branch of the Kyiv National University of Culture and Arts» for the rapid dissemination of information among teachers of the department, students, exchange of files, video and audio materials of an educational and scientific nature and involvement of future entrants in the field of information activities. The possibilities of social networks represent, in our opinion, the basis of an effective strategy for the development of modern educational systems in general, will enrich and expand information about the future specialty, will significantly deepen the horizons of future applicants who will purposefully choose information activities.</em></p><p><strong><em>Novelty</em></strong><em>. The novelty of the obtained results is due to the fact that, despite the active interest of the scientific community in the use of social networks as a modern tool in career guidance work with future entrants of the information field, there are no serious generalization works.</em></p><p><strong><em>Practical meaning. </em></strong><em>The results of the research can be used during the implementation of tools in career guidance activities in institutions of higher education.</em><em></em></p><p><strong><em>Key words: </em></strong><em>social networks, career guidance, higher education, entrants in the field of information activities, professional choice, advertising support.</em></p>