How Furniture Brands Can Build a “Best Place to Work” Culture and Win Next Gen Talent
All the way back in 2018, I wrote that becoming a “Best Place to Work” starts long before the first day on the job, and it begins in the interview process. That message has only grown more relevant. Seven years later, the rules of engagement have changed, and so have candidate expectations.
The workforce entering the furniture and design world today brings a new mindset: purpose-driven, balance-seeking, digitally fluent, and vocal about what they value. For companies competing for talent in retail, manufacturing, logistics, or design, the employer brand you project during the interview process may be the single biggest differentiator you have.
The New Definition of “Best Place to Work”
For Next Gen talent, including Gen Z and younger Millennials, the word culture is not just a slogan on a wall. In fact, they can see through disingenuous companies, and if they get fooled, they will leave you quickly. It’s how your brand shows up every day, from scheduling interviews to communicating decisions, and how people are treated that speaks to this new generation of talent.
According to Deloitte’s 2025 Global Gen Z & Millennial Survey, work-life balance and well-being now outrank pay and advancement as career priorities. A separate Qureos Gen Z study reports that 77% of younger professionals assess balance and flexibility before anything else. And for the first time, a Guardian analysis found work-life balance has overtaken salary as the global top motivator.
For furniture companies, this means the next generation of sales, operations, and design leaders are drawn to brands that demonstrate flexibility, mentorship, inclusion, and growth.
Employer Branding: Technology Meets Transparency
In 2018, having a clean career site and a prompt scheduling process signaled professionalism. In 2025, it signals survival.
Strong employer brands today enjoy a 28% reduction in turnover and 50% lower cost-per-hire, according to iCIMS. Candidates expect a seamless experience — mobile-friendly applications, interview confirmations within days, and clear visibility into pay bands and career paths. Nearly half of Gen Z candidates say they’ll disengage if salary ranges aren’t shared early, per an April 2025 New York Post report.
Forward-thinking employers in our industry are pairing AI scheduling tools with authentic communication — using technology to accelerate response time, not replace the human touch. What message does this send? We respect your time. We value transparency. We’re modern.
The Interview Experience Is Your Brand
Your interview process tells candidates everything about what it will be like to work for you. A rushed or disorganized process can undo months of brand investment.
A 2025 LinkedIn guide calls candidate experience a “non-negotiable” in competitive markets. That holds especially true for the furniture and home sector, where the best candidates already have multiple offers — from design houses, e-commerce startups, and lifestyle retailers.
Key actions that differentiate your process today:
• Provide a clear timeline — communicate when decisions will be made. Silence after interviews is brand damage.
• Show the environment — offer a tour, let candidates meet team members.
• Demonstrate values — reinforce collaboration, creativity, or sustainability.
• Humanize communication — a short thank-you note or feedback call still goes a long way.
What “Next Gen” Talent Really Wants
The furniture industry’s growth depends on attracting creative problem-solvers — digital natives who think in visuals, data, and design. These professionals are motivated by learning, autonomy, and purpose.
The iHire 2025 Multi-Generational Workforce Report found that 43% of Gen Z and 43% of Millennials ranked work-life balance as their top priority, far higher than older cohorts. Deloitte’s survey echoes that this group seeks skills development and learning opportunities above corner offices.
For our industry, that means framing your opportunity around growth and impact:
• How do employees learn the business, from the floor to finance?
• What creative latitude do designers and merchandisers have?
• How is success measured beyond sales volume?
• Where are the stories of people who started at the entry level and now lead departments?
A Practical Playbook for Employers
Revamp Your Careers Page — Make it mobile-friendly, personal, and story-driven.
Streamline and Personalize Scheduling — Blend automation with human connection.
Equip Interviewers — Ensure every hiring manager speaks your brand language.
Sell the Opportunity, Not the Vacancy — Show career progression.
Track What Matters — Measure candidate drop-off, time-to-offer, and retention.
Promote Flexibility and Well-Being — Flexible scheduling prevents burnout and boosts morale.
Inside the Furniture Industry: Why This Matters Now
At Connector Team, we see this firsthand in every retained search. When a retailer or manufacturer actively manages its employer brand through consistent communication and process, the results are immediate: higher acceptance rates, stronger referrals, and faster onboarding.
On the flip side, when messaging is inconsistent or interviews feel mechanical, candidates disengage. Furniture is an “emotional experience” industry; the same design sensibility that makes a showroom inviting should carry into your hiring experience.
Building a Brand That Lasts
Becoming a “Best Place to Work” in 2025 doesn’t require winning a national award. It requires acting like one daily. That means being intentional about how you attract, interview, and engage the people who will build your future.
The next generation of talent is already evaluating your brand — on Glassdoor, on social media, and in the way you follow up after interviews. Companies that lead with authenticity, purpose, and flexibility will own the advantage.
The furniture industry has always been about style, craft, and connection; and now, those same principles are what will define great workplaces, too.
