Summary. The publication is devoted to the analysis of the growing influence of university graduates on the formation of the attractiveness of higher education institutions. Attention is drawn to the factors that determine the high level of reputation of a higher education institution. Two aspects from which the influence of graduates on the university’s attractiveness can be considered are revealed: the demand for young specialists in the labor market and stable and long-term relationships with them. On the example of the experience of Kharkiv Humanitarian University “People’s Ukrainian Academy”, the aspects and forms of interaction with graduates that affect the image of the institution are shown. Among them: participation of graduates in educational institution development programs, strengthening of its material and technical base, promotion of successful employment of graduates; strengthening and developing loyalty to one’s Alma Mater, active participation in increasing its prestige; ensuring the continuity of value orientations developed in higher education, in the system of interaction “students – graduates – students”