| Annotation |
It is noted that in the coming years, significant changes are expected in the Russian system of higher education, which will affect the potential demand from today\'s students. At the same time, the role of the institution of higher education is determined not only in the preparation of a graduate specialist, but primarily in the degree of formation of the necessary professional competencies required in the labor market. It is indicated that for representatives of many organizations of the higher education system the issue of attracting talented youth is key.
The factors and motives influencing the choice of applicants of a higher educational institution are revealed. The main factors of the choice of educational institution, sources of information that guide applicants in their choice are defined. The data on the influence of reference groups, to which applicants listen for admission, are given. The main research tool was the survey method, which was conducted among high school graduates during the admission campaigns of 2017–2018 in higher educational institutions of the Republic of Buryatia. It was noted that for each higher education institution, the possession of such information makes it possible to make effective and competent decisions when organizing work on attracting applicants, shaping and strengthening the image and reputation, and increasing competitiveness. However, existing approaches to the organization of work to attract students of an educational institution do not always achieve the proper result and require the use of certain mechanisms for their improvement
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