One of the key factors for the sustainable development of a higher education institution is the successful recruitment of students, which reflects both quantitative and qualitative indicators of the university’s activities. In modern conditions, in order to strengthen their positions in the educational services market, universities need not only to form a strong image, but also to build a well-thought-out career guidance strategy.

In the period from September 8 to September 12, 2025, the Institute of Industrial Technologies of the West Kazakhstan University of Innovation and Technology conducted a survey of 1st-year full-time students, which was aimed at analyzing the geography of admission, as well as identifying the most effective sources of information about the university.

The survey contains 353 questions. According to the survey results, for the 2025-2026 academic year, the number of applicants in the West Kazakhstan region was 30.7%, from the city of Uralsk – 41.5%, 9.7% from Atyrau region, 10% from Mangystau region, 6.6% from Aktobe region, and 1.5% from Almaty, Kyzylorda, Karaganda regions of the Republic. Kazakhstan and graduates of schools in the Samara, Saratov, and Volgograd regions of the Russian Federation and the Republic of Bashkortostan.

According to the results of the survey analysis, the main sources of information about the university were friends, acquaintances, parents (26.7%), social networks (15.3%), school (22.7%), the university website (2.8%), the institute’s Open Day (17.9%) and other sources (14.6%).

The data obtained will become the basis for further improvement of career guidance and information work, as well as help make the educational programs of WKITU even more accessible and attractive to future applicants.

The analysis of the university selection criteria helps to identify the key factors of the university’s attractiveness, strengthen its position in the eyes of applicants and make adjustments to the communication policy. This, in turn, helps to create a positive image and expand the reach of the target audience.