Currently, the education industry is facing global challenges: the importance of higher education is declining, the dependence between education level and wage level is weakening, traditional formats are losing popularity. Reforming the higher education system is an extremely urgent problem, the solution to which may lead to large-scale changes in the industry with a positive effect for all stakeholders. The purpose of the study is to identify factors of decreasing the value of higher education, analyze trends in the industry and develop proposals for reforming the structure of education to increase its compliance with the requirements of the external environment. The article identifies the most important recruitment factors and based on them proposes a system, which is a combination of the best world practices, of adaptation measures for education industry to correspond to the needs of the labor market.