Background. In the modern world, remote search plays an increasingly important role in finding a professional, during which we see a large number of photographs. However, not every photo image creates a desire to review that specialist's profile. Often, an unconscious choice of photo for self-presentation can be a factor in receiving few job offers. Purpose – identification of universal specific characteristics attributed by respondents to professionals in helping professions (nannies and psychologists) based on a first impression from a photograph. Methods. The method of ranking and selecting the "most preferred" and "least preferred" photograph from a specially compiled stimulus set (10 photographs of psychologists; 20 photographs of nannies). The method of semantic differential based on the scales of R. Cattell and T. Leary. A questionnaire containing open-ended and closed-ended questions regarding the preferred and less preferred photographs of the professionals. The study identified both universal and specific characteristics of photographic preferences for professionals in helping professions. Universal characteristics include a sincere and open facial expression, a natural smile, a direct, open, and positive gaze, as well as neatness, appropriateness, and tidiness of appearance (clothing, gestures). Such specialists are attributed with good communication skills and high self-control. Specific characteristics relate to images associated with the particular professional activity: for nannies, safety and responsibility are important (the absence of attributes interpreted as risk markers – piercings, tattoos); for psychologists, the level of professionalism and trust proved significant (a professional photo context, appropriate clothing, an empathic facial expression). Practical implications. The findings hold practical value for crafting an effective visual self-presentation for helping professionals (nannies, psychologists) in digital settings, informing guidelines for photo selection in professional profiles.