The modern pace of life, economic instability and the need to constantly prove one’s social and professional effectiveness lead to stress and low demand for certain professions that do not meet the requirements of the labor market, which in turn creates demand for some relevant professions. A key factor in the effectiveness of an individual’s professional activity is the study of the psychological mechanisms of motivation and value orientation, which later become the leading aspects of successful professional activity and the implementation of specialists. Many young people choose a profession based on personal reasons, such as prestige or high pay, without considering wider social aspects. This indicates a low level of motivation aimed at professional activity, which requires the scientific community to constantly research and improve the professional and educational spheres, taking into account the changing conditions of our time. The theoretical and methodological basis of the study was the position on the psychological development of the individual, formulated in the works of such scientists as B.G. Ananyev, E.N. Leontyev, S.L. Rubinstein, L.I. Bozhovich, A.G. Kovalev, V.S. Merlin, K.K. Platonov and others, as well as scientific and practical research into the professional orientation of the individual, professional self-determination, and professional development, presented in the works of L.I. Bozovic, K.A. Abulkhanova-Slavskaya, E.A. Klimova, E.F. Zeera, V.A. Bodrova, D.N. Zavalishina, Yu.P. Povarenkova, A.K. Markova, A.K. Osnitsky, L.N. Mitina, E.N. Tsilmak and others. The purpose of our research was to examine the psychological mechanisms underlying the motivational and value orientation of individuals towards the professional activities of students at higher educational institutions.Based on scientific and theoretical research, we came to the conclusion that the motivational and value orientation towards professional activity should be considered a complex dynamic phenomenon that changes in the process of professional training, including interrelated professional motives, interests, goals, professional and value orientations, attitudes, beliefs, and ideals. This, in turn, ensures students’ activity in professional self-determination and development, as well as the need for constant professional self-improvement. Based on the results of studying the motives for choosing a profession, it was revealed that students are positively motivated for their chosen profession. Emotional, personal and cognitive motives became a priority for them when choosing a profession. They believe that their chosen profession meets their abilities and inclinations; it will contribute to their intellectual development and allow them to show creativity in the future. In general, future professional activity is emotionally attractive for them.