This article considers various aspects of selecting sociological discipline by the university applicants. Based on the conducted in 2019 empirical research, the author summarizes the representations of high graduates on sociology as a scientific discipline, as well as on sociological profession. Overall, applicants became more careful in selecting sociology for their future, have an idea what is modern sociology and its development trends. This is also reflected in the official statistics, which claims that the number of applications submitted for “Sociology” has increased over the recent years. However, difficulties of such choice are revealed as well. University applicants are rather focused on acquisition of specific competences in the field of sociology, but perceive sociology as a cross-disciplinary area of knowledge. The article determines the representations of university applicants on similarities between the school course of social studies and sociology, as well as on the role of social studies in selecting sociology in the university. Assessment is given to the opinions of university applicants on the advantages of sociology in relation to other scientific disciplines; opportunities for personal and career growth in the future profession of sociologist. The author touches upon the question of formatting the image of sociologist from the perspective of university applicants. Thus, the article resolves the problem of formation of the image of future profession among university applicants that chose the academic discipline “Sociology”. In structuring educational strategies, the universities should take into account such representations of their applicants for improving learning efficiency.