The object of research is the process of forming a positive image of employees of higher education institutions. The subject of the study is the features of psychological determinants of the image of scientific and pedagogical employees of higher education institutions. To achieve the above the following scientific and special methods have been applied: theoretical, empirical, and statistical. The dissertation research reveals the content of the relationship of external and internal factors in the formation of a positive image of employees of higher education establishments, which allowed to develop an author's questionnaire and explore the manifestations of image factors of scientific and pedagogical employees of the organization on professional, social, motivational, emotional, individual psychological levels. The presence of indicators for determining the individual psychological characteristics of the surveyors and their attitude to the external and internal components of the image of employees of higher education institutions distinguishes the author's questionnaire from previously existing questionnaires. According to the results of the analysis of the indicators of the professional component of the respondents, it is determined that in the image structure of scientific and pedagogical employees of higher education establishments, representatives of the administration, deans and, heads of departments there are such professionally significant personality characteristics at a high level such as purposefulness, tact, subjective level of attractiveness, the capability to intensify the student's activity, the priority of the motives of organizational activities, which contributes to both personal image and the provision of quality educational services. Determinants of the social sphere have been identified, which significantly affect the image of specialists and the quality of proving educational services, and in general, higher education institutions. It is proved that a high level of satisfaction with the quality of life in self-esteem is inherent in the vast majority of respondents, which led to positive and high indicators - in terms of work, personal achievements, communication with loved ones, optimism, and self-control. It was found that in the emotional and volitional sphere, some manifestations of the negative impact of experiencing traumatic situations in employees of higher education establishments are overcome due to strong volitional self-regulation, persistence, self-control, which include the mechanism of functional stereotype - dosed use of psychophysiological and energy resources of personality. Such psychological defense mechanisms contribute to a high level of stress resistance and efficiency of professional activity, which positively affects the image of scientific and pedagogical employees, representatives of the administration, deans and heads of departments, a quality organization in providing educational services and image of high education establishments. The obtained results were analyzed according to the methodology of the 16-Factor Personality Questionnaire (16PF) by R. Cattell, both for individual indicators and for group factors, which allowed to determine in surveyed individual psychological features of communicative, emotional, volitional, and intellectual spheres. The peculiarities of the hierarchy of manifestations, which were found in the highest level of expression of the communicative block in representatives of the administration, almost at the same high level - in deans and heads of departments and at the average level - in scientific and pedagogical employees. This requires psycho-correction in connection with certain manifestations of imperfection in interaction, propensity for self-immersion, indecision, envy, demonstration of dissatisfaction, lack of introspection, and self-analysis and analysis of behavior motives in others. This causes demonstration of dependence, dreaminess, impulsiveness, insecurity, anxiety, worry, sensitivity, easy despair, constant guilt that needs psycho-correction. According to the intellectual block, it is determined that a high level is inherent in indicators of mental activity, practicality, and radicalism in representatives of the administration, the average level – radicalism in specialists of deans' offices and heads of departments. The psychological technologies formed by the author are aimed at the development of individual psychological characteristics that determine the image of scientific and pedagogical employees and include: information-semantic, psychodiagnostic, correctional, and developmental approaches.
