Abstract: In the context of higher education popularization, a case study of the Human Geography & Town-Country Planning Major in Heilongjiang University of Science & Technology is chosen to analyze present situation of social needs from the aspects of employment destination structure, trend, industry orientation and geographical features based on statistical analysis of survey data from the graduates and their job-hirers. Social needs to application-oriented professionals are analyzed under the background of the increasingly sophisticated industrial structure, informationization of land and resource management, urbanization and new socialist countryside construction so as to provide a scientific basis to improve the educational level and the quality of talent cultivation