This study explored the nature of recruitment practices for basic baccalaureate degree nursing programs in Ontario. Using a case study approach at three university sites, interviews of nursing faculty and institutional liaison officers were conducted, and recruitment publications and relevant institutional Web sites were examined. The findings show that nursing faculty members participate in student recruitment, but the recruitment activities are organized and carried out primarily at the institutional level to promote the university and its programs. Given the concerns regarding nursing shortages, recruitment objectives for nursing should reflect health system needs, as well as the needs of the individual institutions. Nursing faculty are in a favorable position to ensure nursing applicants receive information that is relevant and accurate to promote realistic expectations of nursing education and practice, which, in turn, may minimize student attrition and early withdrawal from nursing practice.