When you’re trying to hire tech talent in a metropolis, you have to be a billion-dollar company to get the attention of competitive candidates. Startups just can’t compete. Even when your company’s product and culture are a natural fit, candidates simply cannot find you through all the noise.

Small towns do require a different approach to hiring. Big cities are like ponds teeming with fish, except most need to be thrown back. A small town is like a slow, meandering river. To be successful, you have to keep a hook in the water and always be hiring. It’s a worthwhile trade-off. You’ll get fewer applicants but overall higher quality — and candidates who feel they’ve made the right choice.