It’s a well-established stereotype that large-scale companies are about as approachable as a concrete wall. The clichés say it all: Those who “sell out” to work for the “man” become corporate cogs, dedicating their working lives to the daily grind.

The language we’ve assigned to corporate work brings to mind gray cubicles, professional drudgery and drab cultures. Larger enterprises have a reputation for offering excellent salaries and poor experiences — and for some, the tradeoff might not be worth it. For all their perks and benefits, corporations’ lack of approachability may prevent company recruiters from accessing the top-tier talent that should, by all rights, be within their reach.

Companies of any size that believe salary to be their main selling point are missing the full picture. A 2016 survey conducted by HR consulting firm Korn Ferry polled more than 1,000 professionals about their job searches. It found that the top reason candidates chose one role over another was company culture. Career progression was second in importance, while salary rested firmly in third place.

So what can companies do to compete beyond dollars and cents?

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