Modern business conditions determine the need for an active search for means to ensure the competitive advantages of enterprises and organizations both in the product labor marketы. This fully applies to service industry organizations as a special industry, whose distinguishing feature is, on the one hand, a high degree of elasticity of demand for services, and on the other hand, the inseparability of services from the entity that provides them. This situation means the increased requirements for professional qualities that a specialist in the service sector should have, and especially for communicative competencies. It is advisable to recall here that the creation of the necessary qualitative characteristics of any product is facilitated by a well-organized marketing product policy. The product marketing tools offered for use can be used in the implementation of personnel marketing to form the necessary competencies of specialists. At the same time, an important condition for achieving this goal is marketing research, which includes market research, marketing environment, the image of the organization and professions in the labor market in the field of personnel marketing. One of the issues addressed in the study of professions is the study of the degree of formation of competencies necessary to perform professional functions. To perform this task, one can use the technique of A.V. Lazukina in adaptation of N.F. Kalina, aimed at determining the degree of development of the motives of self-actualization of personality. We used this technique when conducting such a study. The study involved students of Bratsk State University. The results of the study have revealed the average degree of development of the motives of self-actualization of the personality, a good orientation in time, the significance of the motives of “value” and “desire for creativity”. However, in such important aspects for the service industry specialist as the ability to form communicative connections and the need for knowledge, the indicators leave much to be desired. This article presents some possible causes of this situation and outlines the ways to overcome the existing contradiction between the requirements for professional training of specialists, ensuring their competitiveness in the market of services, and real learning outcomes. This information is the basis for further work to increase the motivation of students in vocational education institutions to maximize their creative potential.