An increasing number of small businesses are preparing to hire employees, but they face some special challenges in doing so, reports the latest Small Business Success Index survey. The survey of small business owners is conducted twice annually by Network Solutions and the Center for Excellence at the University of Maryland’s Smith School of Business.

First, the good news: “Small businesses are starting to grow and return to the black,” the survey reports. While they face challenges staying competitive, they are increasingly optimistic about their overall economic prospects and future success. Revenues and optimism were up: 38 percent saw sales rise in 2010 compared to 2009, and 35 percent think the economy is improving (compared to just 19 percent who believe it’s worsening).

Given these figures, it’s not surprising that 28 percent of small business owners surveyed were planning to hire staff this year. If carried out, these plans will create 3.8 million new jobs.

But small business owners have some reservations about their abilities to compete with bigger businesses when it comes to hiring. Fewer than half (46 percent) say they are “usually successful” in competing with other companies for qualified employees.

I’m a bit skeptical of this attitude. While it’s true that working for a small business in the past was often seen as a lesser job than working for a big corporation, today it is a lot more appealing. Most American workers are well aware that huge numbers of people were laid off by big companies in the throes of the Great Recession.

This isn’t the only factor affecting workers’ mindsets. Americans today have a far greater understanding of what entrepreneurs actually do. They’re also keenly aware of the potential rewards of working for an entrepreneur (stock in Google, anyone?).

If you think being a small business is driving potential employees away, maybe you’re just not looking for the right kinds of job candidates. In the SBSI survey, the business owners believe the employees who are best qualified to work at a small business are those who have:

Experience working for other small companies

A wide range of skills

A flexible mind-set

The ability to handle an unstructured environment

How can you attract this type of employee?

First, emphasize the aspects of your business that fit with this type of personality, such as the opportunity to handle multiple duties; the ability to use a wide range of skills; or even the chance to help shape your company’s direction.

Second, paint a clear picture of what your workplace is like. Is it go-go-go, with different challenges every day? Is it like one big family, with employees hanging out on their off hours because they get along so well? Is it unstructured, with lots of opportunities to make up new rules as you go along? People probably won’t find this type of environment at a big company, so play up what makes your business unique.

Last, but not least, consider avoiding the usual corporate job posting avenues, and advertising or promoting your job through less traditional venues. Post a listing on Craigslist or alert your Facebook network you’re looking for employees. How would a big company hire? Do the opposite.

I’m not suggesting you get completely wild and crazy (unless, of course, that’s the nature of your business). I am suggesting that if you’re true to your business, you’re more likely to find a job candidate who is a truly good fit.