This study, inspired by the efforts of NASW to improve the public perception and understanding of social work, focused on the perceptions and attitudes of college students regarding the profession of social work. The sample included 678 undergraduates at a state university who represented a wide variety of majors. Findings indicate that students' affiliation with a social worker, whether a family member, friend, or work or volunteer experience, positively influenced both their perception and understanding of the profession. Furthermore, regardless of demographics, respondents generally had a negative perception of the salary range of social workers, implying that this aspect of the profession could limit or deter students from choosing social work as a profession. Implications for improving the image of social work among college students are delineated along with issues that require further study.