The article is devoted to the problems of attracting personnel to vacancies of mass positions in the companies of the retail sphere of activity. In particular, Modern trends in the labor market and the market of educational services, their interaction today can have a special impact on the state of the domestic economy. In this regard, the purpose of this article is a comparative analysis of career expectations of graduates and the labor market through the description of the requirements of employers. The empirical base is the data of a questionnaire survey of students aged 19 to 23 years on the basis of the Urfu in Yekaterinburg. Information base are career portals, open sources and data banks for job search. The relevance of the study is due to the existence of a gap in the views of employers and graduates of the requirements for young professionals entering the labor market. The results of the study have showed: 1. Own assessment of graduates of their professional readiness for personal development and career is divorced from real ideas and knowledge about what skills and characteristic skills a young specialist should have. 2. The discrepancy between the expections and preferences of employers and graduates reflects the objective state of the gap between the market of educational services and the labor market.