This paper contributes to the literature on academic leadership by clarifying how the roles and qualifications of Canadian university presidents and provosts have changed over the past thirty years. The study used 153 job advertisements from 22 Canadian universities, published between 1987 and 2017, to investigate how descriptions of presidents' and provosts' positions have evolved and whether they relate to one another. More precisely, the paper classifies roles using human resource, political, structural, and symbolic frames, and qualifications using cultural, human, and social capital, as well as traits. Overall, it finds that roles and qualifications have increased in scope over the period, namely due to an important increase in symbolic roles and traits qualifications, suggesting a slow shift towards managerialism.