Over my career in higher education, I have attended countless recruitment conferences and spoken to thousands of potential applicants. They are eager, nervous and hoping to make a good impression. They want to be memorable. What the potential applicants do not realize is that as a recruiter, I am equally eager, nervous and hoping to make a good impression on them. Just as the applicant needs to be memorable to me, I must show them the merits of the institution I represent and why we would be a strong fit for their needs and dreams, both personal and professional. My challenge is getting to the epicentre of their aspirations, challenges and goals.