Introduction: The article deals with the issues of professional orientation of applicants who plan to enroll in medical universities, the demand for career services of a medical university, and the criteria for the selection of future employers by medical students. Materials and methods: It is interviewed 219 (25,2% – men, 74,8% – women) medical students. Mathematical processing of the obtained data was carried out with use of a standard package of for the Windows SPSS 21.0 application programs. Differences between the groups differing in gender and age are given only in cases when they are statistically significant. Results and discussion: Applicants make choices in relation to an educational organization based on a number of parameters characterizing “potential career opportunities”, “university image as a whole” and “quality of student life”. The most demanded among students are the qualities of a potential employer, such as the possibility of vocational training and development, respect for employees. In this case, the expectations of medical students in wages exceed the average for the region more than 3 times. Recommendations on making adjustments to vocational guidance programs and monitoring indicators that form the image of medical universities are given.