This article reviews Holland's theory and describes how it can be used to recruit prospective students. Two fictitious case studies illustrate how postsecondary admissions departments can use this theory to improve their recruitment results. It will also explain how the theory can help admissions counselors sell benefits of the institution; specifically, how the student's interests, skills, and abilities will be matched with the values, roles, and opportunities of the college environment. (Contains 6 figures.)