Dear Stephen,
I own a very large Steelcase dealer in the Midwest and we're hiring. I'm a second-generation leader of a family business and recruiting is always one of our toughest tasks. Even when we employ an outside recruiter, it's not easy.
I truly believe it's not our company, which I consider a great place to work (even though I'm biased). I just think it's hard to recruit for a dealer. We have an HR team, but even they're having trouble.
You're the guy who wrote the book—what are some tips on recruiting for contract furniture dealers?
Signed,
Help Me Hire
______________
Dear Help Me,
Let me point out something that you mentioned in your email. Most dealers today, big and small, have capable HR leaders. The larger dealerships often have in-house recruiters who can be very good, but too often they rely on tools such as LinkedIn recruiter as opposed to really recruiting. You seem to be recognizing something I share with every dealer owner or sales manager, and that is what is unique about recruiting for a contract furniture dealer? It takes leadership to participate with HR as a team to recruit!
Beyond your HR department, you—the owner, and the sales managers at each of your offices—need to be actively engaged in your recruiting efforts. This does not always apply to a manufacturer. Recruiting is an ongoing process in the dealer community, and HR people do not hear what is going on in the market, or what the competition is doing, like you do. This is true for every position, from sales and sales managers to project coordinators and project managers, to admin and installers. In-house recruiters have a place in your organization for sure, but you need to lead them.
Here are my own tips that I share with my dealer clients, and now all of you. If contract dealers follow these steps, you will always know what is happening in your market and know where the great people are. That does not mean you will always land them (that is sometimes where an outside recruiter can do better), but here is the formula to find them:
Always be Recruiting
Just as your salespeople should "always be closing," you should always be recruiting. Dealer principals and sales managers can elevate their hiring efforts by staying ahead of the recruiting curve. Get to know your competition inside and out—building relationships over time helps you identify high performers before they even start looking for a new job. Be visible to both seasoned players and the next-gen talent, which means salespeople with 3–5 years of sales experience under their belts. In fact, that sweet spot of 3–5 years often produces the perfect blend of ambition, energy, and moldability.
Referrals from Manufacturer Sales Reps
Let your manufacturer sales reps—whether from your major lines, open lines, or independent reps—know that you always want them to make you aware of who the top talent is at your competitors. When you lose a big project, don't just track down the company that won; find out which salesperson at that company beat you. That's the person you want to know! Don't limit your radar to just furniture reps—think broader. Allied products like carpeting, lighting, and floor coverings might just have the hidden talent you're looking for.
Your Own Employees Also Make Great Recruiters
Tell your employees that you're always interested in hearing about people they think could make a real impact in any role within your company. Your own employees are often your best recruiting resource when you're looking for account managers, sales managers, project coordinators, and sales reps. When your salespeople return from IIDA, IFMA, or any industry event, ask them who was there from the competition. That's who you want to know about—the ones actively networking and rubbing elbows with the right people. Your own employees usually have friends and family who would make great employees for your company. Half the work is done if your employee loves their job and they're sharing that with someone they know. Don't overlook just asking them who they know who would be great at your company in any role. Most importantly, incentivize your employees with a compelling referral bonus—at least $5K for a successful hire. Pay half when they start and the rest after their one-year anniversary. It's a win-win!
Subscribe to LinkedIn Recruiter
It's a tool your HR department (and you, if you're feeling ambitious) should definitely be tapping into to identify talent. This service lets you see when employees from your competitors are confidentially open to changing jobs, as well as those who aren't actively looking but may be interested in an opening like yours. Your own employees might be sharing their "open to work" status, but they can hide this from you so you can't see. LinkedIn Recruiter is an invaluable tool for recruiting talent.
Run a Job Posting on Job Boards
It doesn't have to be industry-specific—it could be Indeed, BoF, or Contract.Careers. You name it, it never hurts.
Leverage Your Social Media and Online Platforms
Participate in discussions on industry groups, forums, and platforms. Engage with potential candidates by posting content, such as industry insight, success stories, and job openings.
Hire a Recruiter That Specializes in the Industry
If you hire a recruiter, make sure you get a minimum one-year replacement guarantee—preferably longer. More importantly, let the recruiter know you're hesitant to consider unemployed candidates. Sure, there are some great people out there who are between jobs, but they may not be "fee-worthy." Don't be shy about making sure you're getting your money's worth from the recruiter—after all, you're paying for top talent and if the recruiter is sharp, they'll also be sharing industry intel they pick up from the field.
Avoid Asking Candidates "Why They're Looking"
Or "why they want to work for your company"—especially if you've reached out to them first. Remember, it's your job to sell them on the benefits of working with your company, not the other way around. Be clear about what makes your company stand out.
Read Your Company's Glassdoor Reviews
Take a moment to hear what people are saying. Don't be oblivious to what others are saying about your company. Sure, we all know that disgruntled or "sour grapes" employees are often behind the negative feedback. But if you come across a particularly unusual review, don't shy away from addressing it during the interview and defending your company with confidence. Perception is often reality.
Paint the Picture of How Your Dealer Environment Offers a Unique, Entrepreneurial, and Exciting Opportunity
This will resonate with sales-driven individuals who embrace being in the driver's seat of their personal success. Throw in humor. Dealers are often considered the "gangsters" of the furniture industry. This may amuse people who thrive in the excitement and pace of a high-energy, performance-driven workplace. Describe how working for a dealer exposes them to a broad range of furniture and product lines versus a single manufacturer. This variety makes the job more versatile and gives them the chance to work with multiple brands, products, and markets, allowing them to expand their expertise, professional network, and industry knowledge.
It's Not Always "All About the Money"
Candidates are drawn to companies where employees feel engaged, appreciated, and valued. Put more emphasis on your company's benefits, holiday package, and culture, not just compensation. What's your medical and dental plan like? How much of that plan do you cover? Do you offer a matching 401K or profit-sharing program? And let's not forget the annual review and potential pay increases—everyone wants a little extra in the paycheck. Also, how generous is your holiday or vacation time? Focus on your company's culture; salespeople are attracted to organizations with strong, supportive cultures. Showcase your company's values, work environment, and growth opportunities. People want to know they're working in a company they can believe in. Share success stories from your current team to highlight career growth potential. Mention the long-tenured employees who stick around because they believe in and are
integral to what you're building—not just the big-name sales reps with the "best" accounts who will never leave. Highlight how new employees have thrived within your company and how your brand helped make them successful.
Create a Positive Candidate Interview Experience
Streamline the hiring process and keep the interviews moving forward. While we may say hire slowly / fire quickly, keep in mind that when you identify top talent, a slow or disjointed hiring process can turn candidates off or away altogether. So, when you find the right person, make the hire and make it fast.
Make sure the interview feels like a two-way conversation where they can sell themselves and you can sell your company. Communicate clearly and transparently. At the onset, let the candidate know what your typical interview process looks like—for example, who they'll be interviewing with, whether you utilize online assessments, and other pertinent steps. Ensure the candidate knows what to expect and keep them informed at every stage. Be responsive in your interactions to build rapport early on so candidates feel valued and respected. When a candidate sends you a thank-you note, reply in a personal and timely manner. A thank-you note goes a long way.
Get into the Candidate's Head – Appeal to Their Motivations
It's rarely just one thing that people consider; they are more often looking for roles that combine financial rewards, career development, and a positive, supportive environment where they can grow personally and professionally. Find out what their personal levers are:
- Compensation and Incentives
- Career Growth and Development
- Company Culture
- Product or Service Quality
- Leadership and Support
- Job Security
- Work-Life Balance
- Recognition and Reward
- Challenging Work
- Team Environment
Once you've identified what those levers or hot buttons are for them, focus on how your company and management style fulfill those needs for the candidate.
Signed,
Stephen
P.S.
Would you like The Viscusi Group to teach you and your HR team how to recruit the best talent? The Viscusi Group offers an in-person seminar designed specifically for furniture dealers, an intensive focusing on how to recruit the best new talent which comes with a dynamic in-person "Ask Stephen" session tailored to your company and geography. For more information contact Chris Barnes: chris@viscusigroup.com.