Sergey Alasheev - Senior Research Fellow, Privolzhsky Branch of the Federal Institute for Education Development. Address: 37 Maslennikova Ave., 443056 Samara, Russian Federation. E-mail: alasheev_s@mail.ru
Efim Kogan - Doctor of Sciences in Mathematical Physics, Professor, Research Advisor, Privolzhsky Branch of the Federal Institute for Education Development. Address: 37 Maslennikova Ave., 443056 Samara, Russian Federation. E-mail: efkogan@yandex.ru
Natalya Tyurina - Manager of MIA1 Russia Today’s Social Navigator Project. Address: 4 Zubovsky Blvd, 119021 Moscow, Russian Federation. E-mail: nv.tyurina@rian.ru

The paper suggests principles and techniques of assessing universities based on their employer attractiveness, which is measured by the demand for its products. The role of end products is played by professionals educated, project and technological developments, as well as research findings — each of them having their own consumers. It turns out that the level of employer attractiveness
is determined by the organization of university resources: equipment and facilities, personnel, managerial structure and policies. The proposed university assessment principles provide the basis for a university ranking. university ranking, employer attractiveness, university product, assessment criteria, assessment indicators.