Abstract
In the context of a shortage of technical specialists and the active digitalization of the economy of Kazakhstan, the issue of attracting young people to engineering and working professions is becoming particularly relevant. The article analyzesthe reasonsfor the decline in students' interest in technical specialties, presents the results of a sociological survey among schoolchildren and college students, and examines current government programs and foreign experience in the field of career guidance. The authors propose comprehensive measures to stimulate the professional motivation of young people, including the development of dual education, digital popularization and the involvement of business in the educational process. The conclusion is made about the need for a systematic approach to the formation of the country's human resources potential.