The article is based on comparative data obtained from three sociological surveys of social labor expectations about self-employment among unemployed in Novosibirsk region. In the surveys, uniform methodology and representative sampling were ascertained. Terms of self-employment, backgrounds, conditions and favorable fields for the development of self-employment are discussed. Analyzed are socio-demographic features of unemployed population, its sensibilities and activity, dispositions to dependency, awareness of people opting for business of their own. Interests of the people regarding self-employment, strategies in employment, motives of self-employment and respective trends, readiness to self-employment and reasons that enabled transition to it were also studied. In conclusion, necessity to give to the issue of developing self-employment the status of national problem.