EN
The aim of the article is to show the role of advisory effects in the development of students' professional capital. The context of deliberations is a social debate concerning if and to what extent the offer of Polish schools corresponds to labour market needs. The article presents both modern labour market expectations towards students and general assessment criteria of potential employers suitability. Therefore, key categories are concepts of employability and professional capital. Two basic advisory strategies aimed at students were analyzed. The first one is advisory conducted by Academic Career Services and the second is academic advisory. Academic advisory is presented as an alternative to career counselling traditionally conducted at universities. The article presents possibilities of using this advisory strategy in the process of improving students' professional competence and qualifications.