How Marcus Freeman used Jay-Z as a comparison for Notre Dame when recruiting
Marcus Freeman, ever opportunistic, turned an innocuous question to a recruit about music tastes into a sales pitch for Notre Dame. It started with him asking the player to name his favorite rapper.
“He said Jay-Z,” Freeman recalled Wednesday during a university-sponsored live chat. “I said, ‘I’m glad you told me that. That’s what Notre Dame is.’”
No, your ears don’t need a cleaning. Freeman really compared Jay-Z’s professional exploits to the chance to play football at Notre Dame. A seemingly cheesy and forced comparison on the surface had some logic to it the more he explained.
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Freeman leaned into the Jay-Z mention not because of his musical talent, but how he turned a career at the peak of his profession into successful ventures after it ended.
“When Jay-Z was a young rapper, he was the best rapper in the game,” Freeman said. “Everybody loved him. Jay-Z also knew at some point you’re going to phase out of being the best rapper in the music industry. He was making decisions while he was rapping. … Now he’s a billionaire and one of the most successful individuals in the world, music industry or not.”
Freeman believes Notre Dame can offer recruits a desirable platform to reach those same heights in football while simultaneously setting them up for the days they aren’t putting on pads anymore. He sees himself as responsible for making recruits aware of the non-football opportunities available to them when they arrive and the off-field impact they should expect to find.
Those are the two components of Notre Dame, when combined, that Freeman feels are a unique proposition in college football.
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There are other teams with a strong football tradition and NFL track record, though. There are other desirable educational opportunities that lend themselves to a fulfilling life after football. The players Freeman is recruiting are hearing the same pitch of uniqueness and life-changing opportunity from other schools too. His job is to make his point of view stand out among the rest.
If getting the point across requires likening Notre Dame to a famous musical artist, he’s willing to go there.
“When you’re at the top of your game like Jay-Z was when he was young, you can be an unbelievable football player here at Notre Dame,” Freeman said. “You can move onto the NFL while you’re at the top of your game and be an unbelievable football player in the NFL.
“But at some point, this game will end. You’re no longer going to be the young football player or young rapper. Notre Dame helps you make decisions while you’re playing that will continue to make sure you have success for the longevity of your life. That’s why I love selling this place.”
Being effective in doing it requires one skill above all, Freeman says.
Listening.
Can’t listen? You won’t get people to see your point of view too often, especially if 17- and 18-year-old recruits are the target audience. Freeman’s quick thinking of turning a Jay-Z mention into a recruiting pitch doesn’t happen if he’s not listening for the opportunity to make it as relatable as possible to the individual.
“Great recruiters listen,” Freeman said. “That’s something that isn’t talked about enough. Everybody thinks great recruiters sell, sell, sell. No, you listen and then you’re able to sell based on the things that are important to the consumer.
“If you can listen, you have a chance to make sure you get to their heart.”
He’s confident that what he offers will resonate when framed in a personal way.
“I know I believe in this opportunity to sell to young people,” Freeman said. “I want everyone on our staff to have that same belief.”
