The authors concluded that university programs for future specialists’ training should take into account students’ career preferences, desires, professional intentions and attitudes.

The article deals with the regional approach to teacher education in the Republic of Sakha (Yakutia). The performed study aimed to reveal the attitude of students of pedagogical departments of the M.K. Ammosov North-Eastern Federal University, as well as teachers and schoolchildren in the republic to the teacher education process. The study results suggest that the regional specific features of teacher education need to be taken into account: the psychological readiness to work in ungraded rural and nomadic schools; the distant territory conditions requiring the use of the distance learning technology; and the implementation of inclusive education.

The present study considers the issues of building a professional career by future specialists in the edu-cational environment of the university. There are examined the concepts of “career” and “profession-al career” both in foreign and domestic research. In January and February of 2020 the authors conduct-ed a survey of 616 undergraduate and graduate stu-dents of M.K. Ammosov North-Eastern Federal Uni-versity in order to study their approaches to life, career skills, competencies, as well as ways and mechanisms of building career growth. The results of the survey showed that the students mainly see career development as an opportunity to achieve their material goals, to combine professional and personal interests, to build their own business, etc. The study presents the forms and methods applied at the university regarding career development of future specialists (workshops, disputes, meetings with successful graduates, employers, employees of employment services, employment centers, etc.) taking into account ethnocultural aspects, regional specific features and distance learning.

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University success is defined by its position in a current information environment, quality and quantity of content, creating the attitude of general public to its activity and achievements. The research of information environment of the Republic of Sakha (Yakutia) pointed out to the absence of high-quality career orientation and professional information ignorance of regional media. Communication strategy of Federal universities is one of the ranking criteria in International and Russian ratings which have a considerable impact on applicants' choice. We demonstrate the results of communication activity of North-Eastern Federal University (henceforth referred as NEFU). According to "RankPro Worldwide Professional University Ranking" NEFU official website on the information content ranks No.11 in the country and No. 417 in the world. Such positive popularity among partners, professional community, students, graduates, pupils, parents and teachers is the main factor in applicant's race. "Journalist's holidays" is an example of a successful communication project for pupils. The annual spring media forum includes fascinating experts' workshops, interactive lectures, visiting editorials, press centers and agencies, television studios, practical courses and distribution of vocational awards. The career orientation festival is a platform for acquaintance pupils with journalism and conducting professional test. Pupils create own original news stories about NEFU and promote them in social networks. Modern media, advanced digital communication technologies allow NEFU to hold effective communication strategy, conduct rewarding constructive dialogue between University and a young person for whom complete, creative, interesting and useful information as a career guide to the job world is necessary. 103 process of professional informing students and professional promotion using technical, communication and language means adequate to specific features of information perception of new generations of applicants.The task is an effective form of brand image promotion of Federal University in the most popular messengers and the first professional achievement for many participants of "Journalist's holidays". In autumn the most talented participants of this forum become University students. ConclusionThe analysis of North-Eastern Federal University experience in the field of youth career orientation convinces that modern media, advanced communication technologies including digital technologies allow University to hold effective communication strategy, conduct rewarding constructive dialogue between University and a consumer, a young person for whom complete, creative, interesting and useful information as a career guide to a job world is necessary. This concluding is confirmed by data of the world rankings in which all Russian Federal Universities surely participate.Possible applicants included in the work on management of university communications are capable, ready to make the contribution to the process of professional promotion and...