Randomly selected deans (N = 456) employed at public institutions rated one of four provost position announcements varied by two variables: job attributes and institutionalmission. Independent variables were job attributes, institutional mission, and institution type; dependent variable was a rating of three items with Likert-type scales: likelihood of applying for provost job described, likelihood of accepting an interview for provost job described, and likelihood of accepting provost job described if offered. A 2 × 2 × 3 ANOVA (12 cells; n = 38) detected a main effect for institutional mission (F = 3.95; df = 1, 444; p < .05). Deans rated jobs emphasizing a research mission more favorably than those emphasizing a teaching mission. No other significant effects or interactions were found. Results support use of Rynes and Barber's (1990) Applicant Attraction Model to frame investigations concerning recruitment practice in higher education, specifically strategic selection of recruitment message content for vacant provost positions.At all levels of the educational enterprise, recruitment of academic, instructional leaders remains a persistent challenge. As in elementary and secondary schools, the large number of higher educational faculty members and administrators hired during the 1950s and 1960s are rapidly approaching retirement age (Gilley, 1991). The traditional training and development pipeline for preparation of the next generation of faculty professionals and administration, however, has not produced enough quality individuals to fill all of the anticipated vacancies at the nation's 4-year colleges and universities (Carr, 1999). The successors to these retiring personnel will be charged with maintaining and directing the higher education enterprise for the next several 533