Maybe it's not considered hazing in your organization. But in ours, in my chapter, using the term "pledge" was considered to be a form of hazing, and we were not allowed to do it. In fact, my pledge class in 1993 was the last group to be called "pledges". Afterwards, the girls were called new members.
At the University of Georgia, this past fall was the first time the word "Recruitment" was used instead of "Rush" by Panhellenic Council. I guess I'm just old school, but I think it sounds ridiculous. I'm big on tradition, so I like the old terms.