This article discusses empirical ways to create an image of students in accordance with their future profession, that is, the methods and techniques used when conducting interviews with students. Today, the formation of a positive image is becoming an urgent issue not only in the political and business spheres, but also among students. Studying the image of students is especially important and relevant as the requirements for a future specialist, a real specialist, grow. At the same time, the image of students is changing. Various aspects of the generalized image of student youth are fixed in the mass consciousness in the form of stereotypes, leaving a mark not only in the minds of student youth, but also in its public perception. Obviously, the student's image is often influenced by the process of attracting applicants, the implementation of promising projects, and the general position of the university in the education system. In this regard, we decided to consider general information about the methods used and the feasibility of their application in practice. The results formulated in the conclusions and recommendations can be used in the development and modernization of marketing programs to create a positive image of the university. The research materials can be used in such areas of psychology as imageology, developmental psychology, general psychology, educational psychology, marketing and PR. The collected practical material can be used to organize environmental support for students' educational activities in the development of personal development courses, training and correctional programs, the main part of which is a tool for the formation and change of the motivational needs of boys and girls.