It’s no secret that the U.S. is facing a shortage of tech talent. In December, reported 570,926 open computing jobs nationwide—but only 49,291 computer science graduates entered the workforce last year.

That can be a scary statistic to take in if you manage a company in the technology sector. After all, a company is only as good as the talent it hires and keeps. But there’s an often overlooked aspect of any workplace that can help you recruit and retain some of the best in the industry. That is, that company culture matters.

The U.S. Tech Census recently surveyed workers in eight emerging tech hubs and found that workplace culture ranked as the most important factor for taking a new job. A passion for the work came in second, and compensation never ranked higher than third. That means traditional recruiting tactics—post job and wait—no longer work because they fail to showcase culture. Two tactics come to mind to help you effectively communicate your company’s culture and attract the talent you need.

First, keep in mind that the personality and feel of a workplace unfolds in the everyday tasks—from delivering a project as a team, to the level of respect management shows employees, and even in after-work get-togethers. Give those outside your company a window into some of those day-to-day happenings by posting little updates on social media. (LinkedIn, Glassdoor, Twitter, and even Instagram are good venues for this.) Post a photo of a team meeting or a few lines about a cool project underway or an employee who did a great job this week.

Most of the individuals in your talent pool probably have a wish list of companies they want to work for. Effectively illustrating your company’s culture can ensure you make it to the top of that short list of companies they are keeping tabs on. Then when they’re ready to move from their current employer, your company will come to mind.

The second sure-fire way to land and keep good employees is to hire a recruiter. Recruiters can find you multiple candidates who are not only a good match for a specific position but also a good fit for your company’s culture. At Marathon TS, we’ve fine-tuned this practice to help companies or government agencies recruit candidates with virtually any skill set, location, level of government clearance, education, or professional certification.

Hiring individuals who are well-matched with your company translates to happier team members producing excellent work. And all of that adds up to a company culture that you can’t put a price tag on.