Companies need to put in effort into finding employees and promoting available positions. If you want to attract top talent to your organization, get real. That is, real about your company’s unique culture and values.

Here are seven tips for companies to attract the best talent.

1. Create a Talent Pipeline. Maintain a constant flow for attracting potential candidates. Companies should have an enticing careers page; use job boards such as WashingtonPostJobs.com, LinkedIn and Indeed; and implement employee referral programs internally. Companies should be proactive sourcing new candidates. An ideal mix of candidates comes from referrals, marketing efforts, and the traditional application process.

2. Advertise What Sets You Apart. Organizations need to determine the top factors that set them apart from other companies, and ensure they align with the needs of the talent they are trying to recruit. This could include salary, benefits, work-life balance, training, learning opportunities, etc. Promote those differentiating factors and use them in marketing efforts and job descriptions.

3. Leverage Your Internal Team: Employee advocacy can be a major factor in whether a candidate chooses a company. Applicants want to see current employees are happy. Provide incentives for referrals; it’s a good way to include your internal team in the process while also reaching potential candidates you might not land otherwise. Use employee testimonials on careers pages, job listings, social media, and other aspects of marketing efforts.

4. Create Brand Awareness Through Social Media: Be sure to use social media to create awareness around the company brand and to promote its unique culture and offerings. If you don’t have a social media presence, build one. Promote employee testimonials, company events, and achievements.