The paper theoretically examines the standing of Ukrainian educational qualifications, especially technical and vocational education and training (TVET). It assumes that the existing low social standing of TVET is related to the meritocratic principle. In this sense, this study does not examine the case of Ukraine as an example to illustrate meritocracy but rather examines the case of Ukraine using the concept of meritocracy. It briefly shows how, on the ideal typical level, the merit principle in education-based meritocracies acts as a driver for the dysfunctional devaluation of TVET. After an overview of the Ukrainian education system, the paper examines the shift towards meritocratic logic in Ukraine. It then analyses how this shift influences the Ukrainian education system, educational aspirations, and recruitment strategies in the business world. The paper concludes that the widespread belief in meritocratic principles is an important influencing factor regarding the social devaluation of TVET in Ukraine.