They don't get top recruits because tradition counts for a lot and when high school players think of Rutgers, they don't generally think of winning football.
That could be changing now, Rutgers went out and got Greg Schiano and he's really making a difference there. He's shown his committment by turning down some offers, but one big problem in recruiting now that they have some headlines, is a lot of recruiters are going to be telling these kids that Schiano will never be there by the time they graduate (gone to the NFL, or some bigger college team), and then the clock will strike twelve for Cinderella Rutgers and they'll be back to their old losing ways.
The award itself speaks to the job Greg Schiano is doing up there...not necessarily to Rutgers' standards as far as their football players go. Their school's academic standards for standard admission should speak to that.