Introduction. Current challenges, both economic and social, highlight the factors that influence the formation of  value orientations, particularly the value of  creative labor in the content of career guidance programmes. 

Aim. To determine the factors that contribute to the increased value placed on creative labour by students in comprehensive schools during career guidance programmes. 

Methods. This study used comparative and generalised analyses of existing scientific publications on the topic of the research. The methods of correlation and factor analysis were used to process the test results. 

Results. Research data indicates that students’ perception of the importance of creative labor is enhanced through participation in career guidance programmes that systematically incorporate professional tryouts, guided tours, extracurricular activities, and career guidance diagnostics. This creates the conditions for a value-based unity within career guidance activities. 

Scientific novelty. The research identified a correlation between the value of labour in a society and its level of  prosperity. Societies and communities where members highly value creative labour demonstrate superior economic performance. 

Practical significance. The results of the study can be used for organising career guidance and educational work in comprehensive schools.