Managerial recruitment advertisements - Just how market orientated are they?

There is a wealth of advice offered by 'experts' in HRM concerning the cont ent of the effective job advertisement. This study considers whether follow ing such advice would provide the potential job applicant with the informat ion they want and questions the extent to which employers actually heed thi s advice. It firstly compares the normative guidelines with what potential applicants ' for managerial posts consider to be important. A second strand to the ana lysis examines the extent to which advertising practice mirrors the require ments of the job-seeker market. The results give some solace to recruiters but also demonstrates that there is a long way to go before job advertiseme nts achieve the content that job-seekers require.