Students accessed a range of career information sources with the top factors influencing career choices being; having interesting or challenging work, a secure future, help/working with animals, good lifestyle and working on important issues. Working with animals, protecting the environment and working on important issues were seen as being descriptive of agriculture, with students holding a 'traditional' field-work view of agriculture. Agriculturally-related programs of study (n = 74 students) had a greater proportion of students from rural backgrounds (49 vs. 15%) but fewer school leavers (41 vs. 57%) than non-agriculture programs. Promoting a general awareness of agriculture (30% of respondents), highlighting the diversity of opportunities, earning potential and importance of agriculture to society were identified as potential motivators for young people to take up an agricultural career. A number of considerations for improving recruitment programs are discussed.