The need to form and develop future specialists as professional personalities in modern higher education is urgent. However, during the period of study at a higher educational institution, students lack independence and awareness in their professional choice. This hinders their creative professional growth and adaptation to the demands of the labor market. To substantiate the importance of creative development in the process of professional formation of students in the system of higher professional education and to identify the main problems in this process. The article conducted a theoretical analysis of scientific and methodological literature. During the study, a review of the educational process in higher educational institutions, stages of professional formation of students and factors of creative development was conducted. It was determined that during the period of study at a higher educational institution, students have a low level of independence and awareness in their professional choice. It is justified that the creative development of students in the process of professional formation allows them to effectively solve the tasks of modernization and development of the country's personnel potential. The results of the study can serve as a basis for developing methodological recommendations aimed at improving educational programs in higher education institutions, developing students' professional competence and increasing their creative potential.