Private educational institutions have the right to determine their own way in the recruitment of students according to the needs of the school. In general, the schools prefer to apply PPDB (admission of new students) with the method of  "pick up the ball", than follow PPDB Online. "Pick up the ball"  is a method of student recruitment, where the entire schools unit including educators and students go directly into the field to search for and pick up students. Thus, not only the students who come to school to sign up, but the school will pick prospective students. This study is a qualitative research with Phenomenology of Alfred Schutz approach. Tool of  analysis, using Max Weber's Theory of Social Action.The focus of this research study is an unit of Bojonegoro vocational school. Informants selection done purpossively. The data obtained through observation, indepth interviews, and documentation. The results of the study,  Bojonegoro vocational school has some reason to "pick up the ball": maintaining the prestige of the school, eliminate negative stereotypes, the existence of competition between schools, improve the economic capital, bureaucratic efficiency, and the existence of a communal culture at Bojonegoro society.There are two strategies used to succeed "pick up the ball". Hegemony Strategy, actor acting on the basis of the franchise, in terms of efficiency and effectiveness alone. Meanwhile, Social Capital Strategy actors act on moral ​​and religion values.
 
Keyword : Admission, New Students, "Pick up the ball", Strategy