Humanities Studios: Pedagogy, Psychology, Philosophy

The most widespread forms and methods of career guidance work in the secondary special and higher education institutions have been analyzed. The offline methods of career guidance work have been found out to be prevailing, the main disadvantage of the latter consisting in limited coverage of the target audience. Taking into account the percentage of Internet users in Ukraine, the application of the online methods in career guidance work of higher education institutions adapted to the characteristics of target audience have been suggested. It has been shown that in order to increase the effectiveness of career guidance work, it is necessary to compile a preliminary "digital portrait" of the selected segments of the target audience – future applicants and their parents. The graduate departments of higher education institutions have been demonstrated to be involved in creating job profile diagrams and mounting them on the Internet. Specialized Internet services regarding the possibility of using them for indicated purposes have been analyzed. The most appropriate are the Internet Associations of Ukraine, Factum Group Ukraine, Gemius Global, KANTAR TNS, and Google Consumer Barometer. It has been established that the use of the on-line methods in career guidance work will make it possible to significantly increase the coverage of the target audience, to adapt the forms and content of career guidance materials to their needs and characteristics, as well as to their behavior in the online environment. It has been underlined that while using the online methods in career guidance work it is advisable to use marketing Internet strategies of promoting offers on the Internet. The acceptable directions, forms and methods of conducting career guidance work using the Internet technologies in the higher education institutions have been determined

career guidance, the off-line and on-line methods of career guidance work; services for studying; segments of the target audience; "digital portrait" of the applicant; forms, methods and directions of the on-line career guidance