Ask Tessa Johnson, Ta’Niya Latson, and Joyce Edwards how they’d describe Dawn Staley as a recruiter, and all three give the same one-word answer — “Real.”
Now entering her 18th season as head coach of South Carolina women’s basketball, Staley says her recruiting philosophy has never changed, even as college athletics has evolved dramatically in recent years.
Her approach remains simple: build relationships and be honest about program expectations, playing time, and NIL opportunities.
“I know there’s money involved now — I don’t change,” Staley said. “I am a stickler for what we have. I highlight the things that have enriched our program. We’re a disciplined program. We’re gonna do things the right way.”
That straightforward mindset has defined Staley’s tenure in Columbia. Since taking over the program, she’s racked up 475 wins, nine SEC Tournament titles, and three national championships — a testament to her consistency and authenticity.
Even in the era of NIL and the transfer portal, Staley prefers to build from the ground up, focusing on developing high school players while occasionally adding one or two transfers each season.
“I certainly don’t overpromise when it comes to rev share and NIL,” Staley said. “I’m only going to spread it out with what we have in hand — not necessarily trying to go out and get it. You lose some recruits in that regard.”
But what Staley loses in NIL bidding wars, she more than makes up for in trust and talent development. Between 2018 and 2025, she signed 22 ESPN Top 100 recruits, including 18 top-25 players, nine top-10 talents, and six top-five prospects — more than LSU and rival powerhouse UConn over that same stretch.
At the SEC Tipoff media event in Birmingham, Alabama, Johnson, Latson, and Edwards all praised their coach’s honesty and personal touch.
Edwards — a Camden, S.C. native and the No. 3 overall recruit in ESPN’s 2024 class — called Staley’s authenticity unmatched.
“A lot of coaches fake it,” Edwards said. “She’s literally real. The way she acts when you talk to her over the phone is the way she’s gonna act when she’s at practice. Goofy, silly, but she’s serious when she needs to be.”
For Johnson, a top-25 recruit in 2023 from Minnesota, it was that same transparency that sealed her decision.
“She kept it real with you, no matter if you liked it or not,” Johnson said. “She kept emphasizing relationships are important to her, and that was a big thing for me when I was being recruited.”
Latson, one of the most sought-after transfers in the country this offseason, said the connection she built with Staley — and her emphasis on player experience — made South Carolina feel like home.
“I feel like she also caters to the player experience,” Latson said. “Everybody has their own personal relationship with her. I feel like that’s what makes her so special.”
Latson also credited her long-standing friendships with Raven Johnson, Chloe Kitts, and assistant coach Khadijah Sessions for helping her transition to Columbia.
Still, Staley acknowledges that money plays a part in keeping elite players on board.
“Obviously, we got a set amount of money that we utilize that you’ve got to protect your locker room,” Staley said. “We’ve got one- and two-time national champions on our team, and we try to keep them happy, because we build our program on them.”
Beyond Staley herself, the players are deeply involved in the recruiting process. When prospects visit Columbia, nearly the entire team joins in — grabbing meals, attending events, or hanging out at Staley’s house to showcase the team’s chemistry.
“Everybody has something to do with the recruit,” Latson said. “Just talking to them, going to lunch with them, going to Coach’s house, just letting them feel the atmosphere and how much we love each other. I feel like that plays a huge part in recruiting.”
For Johnson, that sense of community was a deciding factor in her own recruitment — and something she now tries to pass along to future Gamecocks.
“When I was in that position, I really relied on relationships,” Johnson said. “These kids out of high school are leaving home, and they’re going to have to choose who they want to spend the next four years with. Remembering that and the feeling, I think it’s very important that we’re just as involved in the recruiting process.”
