And to piggyback on PJ's selling points:
1. He maintains a strong culture within and around the program, one in which his players are fully bought into and truly believe in.
2. He keeps his players on a strong academic footing, and he graduates them.
3. He keeps all off-topic nonsense and drama surrounding his team down to an absolute bare minimum, I mean you will hardly EVER hear even a peep about players misbehaving, getting into trouble, and etc. This program is blessedly quiet and free from those kinds of distractions, and that is all on PJ's leadership.
4. And to that note, he seems an exemplary leader, one whom is exceptionally well-respected both within his program, within the department and university, and within the wider community and state surrounding it. He's an outstanding forward face of the program, and yes, I'm sure he was out ladling hot cocoa at the Turkey Drive, because that's all a part of that.
Now some of these things matter more to some schools than to others, but these are all things he's accomplished here, can take great pride in, and can sell, if he chooses to do so.