The formation of human potential is rightly associated with the development of the work culture of individuals and groups. Value-semantic mechanisms are the basis for establishing connections between an individual and socio-cultural communities, contributing to his active or passive adaptation in the process of meaning-making in activity. This is also true in relation to professional identity, because Any type of activity is characterized by a group value system that determines the culture of the profession, i.e. values ​​and norms characterizing its content. In the study of the culture of work activity of young people, the author turns to the structure of value-motivational meanings of student youth, since during the period of receiving professional education, active entry into the profession occurs and the formation of professional identity begins.