The purpose of the article is to disclose and identify a category of self-employment as a structured and determined by law, institutional and economic criteria, form of organization of farming in rural areas with an appropriate definition of the priority contours for possible organizational and economic performance of the operation through employment in non-agricultural entrepreneurship. Research methods. The research methodology is based on a concept of an active policy of realization of rural entrepreneurial potential, the components of which are measures for development of self-employment of rural population, based on the use of entrepreneurial potential of private peasant households pointed at development of non-agricultural entrepreneurship in the countryside. In the research process, a systematic approach to the study of socio-economic processes was used, the works of domestic and foreign scientists on problems of self-employment and development of non-agricultural entrepreneurship were used, which provided the necessary level of efficiency of the task solution. Research results. In the research process, a category of self-employment and its influence on a process of development of nonagricultural entrepreneurship in the countryside have been identified and analysed. On basis of generalization in developing practical recommendations on strategic directions of rural development, priority directions for employment development in rural areas, diversification directions of types of activity in rural areas taking into account main varieties of non-agricultural employment is a prerequisite. It was revealed that rural (green) tourism has become the most widespread in recent years in the list of alternative types of non-agricultural entrepreneurship. It was assumed that in the nearest future, up to 328 thousand people can potentially move from the informal sector of the economy, gaining formal status of non-agricultural entrepreneurs, ensuring development of alternative business ideas in sectors of rural tourism and seasonal entertainment in the countryside. Elements of scientific novelty. Methodological representation and identification of a category of self-employment as a structured and determined by law, institutional and economic criteria, form of organization of farming in rural areas with an appropriate definition of the priority contours for possible organizational and economic performance of the operation through employment in non-agricultural entrepreneurship gained further development. Practical significance. There were revealed theoretical and methodological principles for self-employment in rural areas, and main criteria for their identification, which make it possible to carry out further research on efficiency, evaluate prospects for their development in particular in non-agricultural entrepreneurship, as well as develop policy directions of rural development policy, regulation and support of this management form. Tabl.: 3. Figs.: 7. Refs.: 24