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Abstract: Engagement till studying can be considered as the basis for further engagement in the acquired profession, which will have a positive impact on the supply and demand of the labor market. In this article there are the abstract approaches to the understanding of the concept of engagement, its factors and principles that seem to the authors the most suitable for the adjustment and application in the organization of higher education, the methodology of evaluating the engagement. At the same time, the university itself can be examined as an innovative corporation, and therefore the work on increasing engagement is proposed to be systematized and included in the main university processes. A project activity of students is proposed as the main way to increase academic engagement, if it is oriented to the needs of the market or society and structured within the university. Since USUE is still choosing the best way to start, the authors present the results of a survey at the university on the topic of engagement and readiness for such project activities.