| Summary: | Professional training in the context of reforming the educational sphere acquires new aspects and forms of implementation of educational programs, taking into account the personality-oriented trajectory of individual professional growth of each subject in the educational process. The solution to the problem is relevant in our time: what is important in the process of personal and professional development – personalization or personification of the educational process? The paper reflects the features of personalization and personification of specialists’ professional training, discloses and clarifies their essence, presents an analysis of scientific publications dedicated to this problem; it emphasizes the necessity of introducing a personalized approach, which is an important means of achieving this goal. The theoretical foundations of the personalization and personification of professional training, the peculiarities of the organization of educational activities, covering the cognitive, informational, scientific and innovative, social, managerial spheres, have been characterized. It has been proved that the important conditions for the personalization of the educational process at higher educational establishments is a cultural impulse in the idea of democratization and construction of society and a human, the tradition of social and humanitarian thought, individualization of education, etc.
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