When you have a digital stack of resumes in your inbox, it’s tempting to lose perspective. You’re the business owner. You’re the chief. The hiring manager. The person guarding the gates to employment. Rather than care about how your company looks to the best possible hires out there, you’re concerned with whittling down your own list of candidates.

But making great hires isn’t only about narrowing down the pool of prospective hires. You also have to attract great applicants in the first place. And as a small business, you’ll have to compete with major companies to find the top talent in your field of need. You can’t expect to attract top talent without earning it.

How do you make your small business stand out in the same way an applicant wants their resume to stand out? Here are a few tips:

Build a Professional Presence Before You Hire Professionals

No matter what you’re looking for in your next hire, chances are that the word “professional” is involved somewhere. You want a professional head of accounting, a professional digital marketer—not someone who’s just starting out in the industry and has no idea how the professional world works.

So, let’s apply the golden rule here: you should exude the very qualities that you want to hire.

That means building a more professional presence for your company, including:

Accentuate Your Positives, Even If They’re Small

You’re a small business—a smaller bottom line than the big Fortune 500 companies is part of the deal. You can’t offer benefits packages made out of solid gold or access to the company’s private jet.

But you can still accentuate the great things about working for a small business like yours. When the Wall Street Journal put together a guide for attracting top-tier talent to a small company, they pointed out the following advantages built in to small businesses:

How do you accentuate these benefits? Have a brochure drawn up and list ten benefits to working for your company. This makes a great hand-out for job interviews, job fairs, and corporate events, helping you get the word out about why it might be appealing to come in to your office every weekday.

Go Where the Talent Is—Especially Online

If you go fishing in the same exact spot every single day and expect different results, it’s your fault when your lines come up empty. The same logic holds up when hiring great talent: you have to first figure out where the talent is.

The digital world makes this easier than ever. Here are just a few tools for identifying the right talent:

Pay Attention to Your “Hiring Brand”

Just as you strive to create an identifiable brand when you sell your products to the world, you should do the same when selling your company as a great place to work. That’s why McDonald’s fights hard against the “McJob” label—they don’t want to hire poor talent any more than the next company.

This does take effort, though. Pay attention to sites like Glassdoor and Yelp to get a sense of how your company’s place in the job market. And if you don’t find that you have a brand at all, great—that means you get to start defining it for yourself. Create a new Careers page at your website and make it clear what working for you might be like.

Be a Better Place to Work

Finally, just as word-of-mouth marketing is the best way to spread the news about your service or product, you want to build a reputation as a great place to work. Make sure you meet regularly with your HR manager to get a gauge on what it’s like to work for you. Check in with employees. Offer benefits packages when you can. Hire more work when you need it—don’t pile on your existing employees. The more work you do to ensure that you have a great company worthy of top talent, the more likely you are to attract the talent that will grow your business.