Kids like to play at a school that is passionate about football, in front of sellout crowds and with fans that travel. They can recruit just fine. If recruiting location was everything, McElwain wouldn't be out of a job, and UT wouldn't stink.
Scout.com has their five year average recruiting ranking at 27th in the nation; below that of Ohio State, Michigan, Penn State, and Michigan State. It has the ranking slightly above Wisconsin's, so if the expectation is to win the West division and then lose in the title game, that's fine.
Rivals.com has their five year average recruiting ranking at 22nd in the nation; below that of Ohio State, Michigan, and Penn State. Slightly above Michigan State, and further above Wisconsin. Again, similar situation. You're in a 2-team battle in your division and likely a losing battle in the championship game of your conference.
Since joining the B1G, here are their records and finish:
2012 Big Ten Legends 1st
10 4
2013 Big Ten Legends T-2nd
9 4
2014 Big Ten West T-2nd
9 4
2015 Big Ten West 4th
6 7
2016 Big Ten West T-2nd
9 4
2017 Big Ten West
4 4
Again, pretty good records. We'd kill for 9-4 every year. Nebraska thinks that the world is ending, though. Well, they should get used to it, because that's who they are now. (Note: they also had 4 losses per year for four consecutive years prior to what I'm showing, while they were in the Big12).
The Tom Osborne-like 13-0 or 12-1 are possible, but they won't be possible every year and they are less likely than their B1G eastern counterparts. That's just the way it is...