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In the article the problems and prospects of vocational guidance activities of the city University in terms of social development of the metropolis are revealed. As a key thesis, the authors put forward the idea of the need of approach to vocational guidance activities in the University as a social innovation. The basis for this statement are scientists ‘ ideas about the ability of urban universities to have a significant impact on the development of the city and quality of life of its residents. Further analysis shows consistency and depth of the functional relationships of the University with various spheres of life of citizens. For example, the authors note the importance of creation of competitive educational products for the construction of the image of the future man’s relationship with the urban environment. Also during the analysis the authors identify two blocks of social innovation providing career guidance of young people – forming “the image of the profession” and “image of the University.” In the first case, the professional choice of young people due to the compliance of the contents of the future profession with their personal characteristics. When choosing a University in the centre of attention there are competitive advantages of certain educational organizations: the reputation of the University on the educational services market, the presence of a certain status image, development of its international relations, diversity, student life, employment assistance, etc., i.e. those characteristics that together form a complete image of the University in the minds of young people. The article discusses the advanced social technologies that are adequate for building a career guidance educational organization. Brief characteristics of branding and social partnership in relation to career guidance. The career-oriented aspect of social partnership, reveals an understanding that career choices of a young man are determined not only by the interest and/ or a predisposition to the contents of the professional activity but also by awareness of the conditions of its implementation. In social partnership the conditions of realization of the future profession can be represented by interprofessional, interagency and intersectoral relations of the University. In conclusion, the authors describe a model of vocational guidance activities of the University using technologies of branding and social partnership. In the model there are sets of vocational guidance effects on different age groups of students presented. Vocational guidance impacts are distributed according to the principle of sensitive importance for the learner “the image of the profession” or “the image of the University”. The following describes the methods of vocational guidance interaction with different target groups. The system of indicators of efficiency of vocational guidance activities of the city University is proposed.

Social Technologies in the Organization of Vocational Guidance Work of City University