I was on campus a couple of weeks ago to talk to my advisor and I saw a giant sign that said 'RUSH' and had an arrow pointing where I could only assume Greek stuff was happening.

I thought the whole rush thing was odd in April anyway, but I didn't know about continuous recruitment at time. Maybe that was the case.
In my emails asking about my university specifically and for recs, I use 'recruitment'. It seems a more proper word to use.