The research is based on the problem associated with different approaches to understanding professionalism in urban and rural areas. These differences are largely explained by the different ratio of professional competencies and personal qualities of a specialist working in different socio-cultural and infrastructural environments. Qualification requirements are not only formally fixed in job descriptions and the professional and ethical code of social workers but are often actually dictated by the peculiarities of the area in which social work is carried out, as well as the specifics of client groups. The subject of the study is the criteria of professionalism of social workers in urban and rural areas and the factors influencing them (on the example of the Republic of Karelia). The article presents an analysis of the main approaches to understanding professionalism and its components, describes the professional and ethical requirements for the profession, personal qualities of a social worker, and also presents the results of an empirical study of the professional characteristics of social workers in urban and rural areas. The theoretical and methodological basis of the study was an attributive approach to understanding the phenomenon of “profession” taking into account the socio-cultural context of modern Russian society. An empirical study was conducted in the Republic of Karelia. Research methods: questionnaire, semi-structured interview, observation. The study uses, to a greater extent, a qualitative strategy. The result of the study is the statement of the existence of different approaches to understanding and different criteria of professionalism in relation to social workers engaged in professional activities in urban and rural areas (on the example of the Republic of Karelia), as well as recommendations for the dissemination of professionalism among social workers.