Today, the market for educational services is quite congested and requires more detailed external and internal analysis of the activities of universities in order to understand the principles of attracting students. The majority of prospective enrollees to universities have certain selection criteria and the quality of education is one of the main ones. That is why such a competitive factor as a level of preparation of professors requires more detailed consideration from the point of view of personnel management. The level of preparation of the scientific and pedagogical staff includes not only the selection of certain qualifications, but also the motivation and interest in conducting quality classes. Due to the nature of the work, teachers are most susceptible to emotional burnout, so management should always keep in mind ideas aimed at preventing burnout in the collective. The aim of the work is to consider personnel management as a tool for building a competitive position of higher education institutions, to solve the problem of teachers’ burnouts and to provide recommendations for preventing this condition in order to improve the level of preparation of professors. The study carried out the following tasks: the concept of competitive position and its characteristics has been examined; the main factors influencing the competitive position of higher education institutions have been identified; the necessity for quality personnel management to improve the preparation of professors has been established; the issue of burnout as a key issue in the work of university staff has been addressed; the effectiveness of the wellbeing concept and the necessity to apply it as an integral part of the personnel management process to improve the competitive position of universities has been proven. The scientific novelty of the work consists in the analysis of individual factors of competitive position – the quality of education and the level of preparation of professors, the identification of the importance of personnel management in improving the performance of these factors, In addition, recommendations have been made to introduce the concept of wellbeing and to diagnose burnout among teachers in order to strengthen the competitive position of universities