As Career Services professionals, we are constantly confronted with providing services that meet the needs of our students. The Career Center at the University of Illinois at Urbana Champaign conducted an IRB approved research study to assess students’ communication preferences, motivations, and interactions with Career Services both in person and online. Our primary research question was: Who doesn’t use career services and why? 1228 on-campus students responded to our online survey. 96% were aware that Career Services existed, but 36% didn’t know where to start and 27% were not aware of the available resources. A follow-up survey and targeted interviews with alums that never used career services confirmed that 57% of students didn’t know where to start. Our analysis produced four profiles of students who don’t use Career Services: Mr. Don’t Know Where to Start, Ms. Independent, Mr. I Don’t Know, and Ms. Overwhelmed. These profiles are now helping us target our communications and programming choices to reach students who aren’t using our services. Our findings confirmed some programming choices but also challenged our assumptions as well. This analysis has helped us to make strategic decisions about the most effective communications, technologies and services to use in our environment.