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...