The higher education market has prompted universities to justify their value and worth, especially to students. In Australia, New Zealand and the UK, it is increasingly common for universities to advertise their vision to prospective students, through Graduate Attributes, and showcase the sets of skills and competencies their graduates would develop throughout a degree. Whilst there are extensive studies in Australasia, research in the UK context is limited. This paper presents what we believe is the first national mapping of graduate attributes proposed by UK universities. Our analysis suggests four discourses that characterise the overarching qualities that UK students can expect to embody by graduation: "self-awareness & lifelong learning," "employability & professional development," "global citizenship & engagement" and "academic & research literacy." These discourses are discussed in relation to the concept of the 'ideal graduate' as we highlight what can be expected from students who complete a UK higher education.