The Gap between Higher Business Education and Business Expectations: The Case of Poland

Employers expect business school graduates to possess a wide and diverse range of competencies, because the conditions governing the operations of enterprises are subject to constant and dynamic change. Therefore, adjusting study programs to labor market requirements is one of the main challenges faced by higher education institutions, particularly business schools. Therefore, the expectations of potential employers have become an object of detailed study for most universities. The most frequently applied research approach adopted for such studies involves direct surveys of employer opinions, based on various types of questionnaires. An alternative method is textual analysis of job advertisements using analytical tools that automate the research process. The aim of this article is to identify the gap between the business education offer and the expectations of the labor market in Poland, as well as to show the possibility of using the analysis of the contents of job advertisements to identify employer expectations regarding the competencies of university graduates. The presented research is exploratory in nature, with four questions posed by the authors during the research process. The research is innovative with regard to Poland and in relation to graduates of business schools.