A new educational paradigm in the context of socioal and cultural transformations and challenges of the modern information society determines the updated guidelines for the goals of the modern system of higher education. The positions of the development of the personal potential of the student are updated; centering on the student’s personality as a subject of selfdetermination, self-development, self-realization; mobile, capable of presenting uniqueness, success in the new changing conditions and requirements of society and the labor market from the standpoint of existing indicators of knowledge, skills, resources for productive action and opportunities for development. Solving the problem of understanding the use of the possibilities of the educational space of the university to form the image of a future specialist has become the main task of the study.