In the discipline of technical/professional writing and communication, one of the strongest recruiting tools we use is the potential earning power students will have once they obtain a degree and secure a job in the industry. This article is the result of two professors learning that one of their most advanced and dedicated students accepted, in her first job out of graduate school, a salary we thought was thousands below her earning potential. Our conversations around this student's situation led us to survey other alumni from our programs. What we have learned is that students often do not know what salaries they should expect, nor do they feel comfortable negotiating a salary offer. In addition, graduates' location (urban vs. rural) and level of education (BA or BS degree vs. MA) impact their earning potential.