Subject of the research in the given work is motivational sphere of students' individuality in different profiles of education. The urgency of research is connected with the rise in the orientation to the discovery and development of individual traits of students. The study also deals with the necessity to work out the program of psychological and pedagogical support of educational process as well as the particular interest of psychological and pedagogical science to the issue of competency development. The research involved the students of higher education institutions by creative specialties and students, not trained by creative specialties. For the purpose of studying the motivational sphere we investigated, applied and implemented the method of “Motivation of study at university” by T.I. Ilyina and the technique of N. N. Demidenko targeted at the identification of structural levels of motivations and needs of the personality. In the framework of research we obtained the following results. The leading motive of training in higher education institution for students by specialties, relating to creative, is the motive called "Knowledge acquisition". The most significant position among motives of education for the students studying by other specialties is occupied by motive «Mastering profession». Both groups of examinees are characterised by high figures of adequacy in choosing a higher education institution, specialty and future profession. In the sphere of motivation and needs we observe the identical distribution of requirements levels for both groups of examinees. The first place is taken by the requirements of the III level (need for social communications), the second place is occupied by the requirements of the I level (physiological requirements), the third place - requirements of the V level (need for self-updating), the Fourth place - requirements of the II level (need for safety), the Fifth place - requirements of the IV level (need for self-esteem). The received results can be applied for developing the program of professional guidance and can form a basis of further research into features of motivation among the students of various educational profiles.