In a world of agent aggregators and Chatbots, it’s often difficult to maintain a direct line of sight between an institution’s recruitment team and its future students. These blurred sightlines can lead to students being mis-informed about costs, accommodation availability, work opportunities during and after studies, and the general student experience. To recruit ethically, we need to ensure that we maintain a direct line of sight to students, so that we communicate as transparently as possible, manage expectations from the outset, and allow students the opportunity to make informed decisions regarding their study plans.