The article presents the results of research and development of a model for the formation and development of a personal HR brand - an interactive navigator that helps a student and a young specialist in the field of personnel management to correctly build a professional development strategy and increase their value in the labor market. The choice of this topic is primarily due to the urgency of the problem of employment: it is difficult for modern students and young specialists to fully reveal and use their potential, since, firstly, they are not known in the professional environment and, secondly, they do not know how to position themselves on the labor market as professionals. Thus, they are required to take targeted active actions in professional self-realization, one of the main tools for the implementation of which is a personal brand. Thus, the aim of the study is to increase the value and recognition of students in the labor market and in the professional environment and their employment in their specialty after graduating from the university based on the use of the model for the formation and development of a personal HR brand.

This paper analyses the complex of factors that influence the efficiency of the university activity in terms of image problems. The phenomenon of the image of the university leader (in this case a university rector) is considered by us as a symbolic construct based on a number of socio-psychological determinants. The paper determines the structure of the image of the university, the stages of managing the image of the university are identified, which are revealed on the grounds of the developed system of communicative integrators. We arrive at a conclusion that certain University integrators act as factors and results of communications and their system includes such aspects as: an integrator-factor (strategic goal); integrator-result (holistic image); integrators of the internal environment of the university; and an integrator as a concept uniting the communicative activity of the university. The work with these integrators is aimed at implementing an updated version of the communicative policy of the university. Based on our obtained results, we come up with some practical recommendations for managing the image of the university within each of the communicative integrators. Our results might be of special interest for higher education policy planners and regulators.• study of the role and functions of images in the social and communicative space, methods of managing various images; • creation of social technologies for image management, development of specialized image technologies.

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Our paper analyzes the important and timely issue of training specialists in humanitarian technologies as a special case of fostering leadership in higher education. We investigate various alternative meanings of the concept of "humanitarian technologies" in higher education, as well as provide an insight and experience from sociological studies of the processes of developing new and popular vocational education programs by the university. The results and outcomes of our research appear to justify the need to design new professions for leaders who would be able to face and to solve real social contradictions of non-standard and outstanding business, social and production situations in their daily professional lives. Moreover, the stages of designing a new profession of a humanitarian technologist are revealed within the framework of the research. Based on the principles of the competence approach, we created a model of qualification requirements for a specialist in the field of humanitarian technologies. Our results might be relevant for higher educational professionals and stakeholders.

Аннотация В статье говорится о важности изучения темы «Полимеры» на уроках химии в школе в связи с их непосредственным влиянием на экологическую ситуацию в мире. Представлены возможные ситуационные задачи по данной теме, чтобы привлечь дополнительное внимание учащихся. Ключевые слова: ученики, экологическая проблема, полимеры, ситуационные задачи.