The importance of the paper is determined by the fact that the development of digital technologies is currently one of the main priorities of any country, both at the highest political level and at the federal and regional ones. The introduction of digital initiatives into the education system leads to their reforming, which has a direct influence on all subjects of the educational process. The goal of the study was to investigate the characteristics of the value orientations of student youth in the context of the digital transformation of the higher education institution. The research methods comprised theoretical and methodological analyses of the problem, empirical research methods (testing, interviewing and a survey), an educational experiment and methods of mathematical statistics. The results of the study include a description of the value framework structure of the personality of student youth (values and meanings) in the era of digital transformation. In addition, as a result of the study, the authors of the paper designed and tested a programme of additional education for students, aimed at developing the value orientations of the 'digital personality'. The materials of the paper can be useful for the introduction into the educational process in the system of higher and secondary vocational education.