Hatch caught up with Lauren, Director of Talent at Koala to learn more about their unique approach to employer branding.
It comes as no surprise that Koala cares deeply about hiring a team that is super aligned with their purpose-driven, sustainable mission. We caught up with Lauren, Director of Talent at Koala, to uncover the company's unique approach to employer branding, maintaining culture through growth, and expanding into new markets.
What is Koala and where are you at as a business right now?
Lauren: Koala is primarily a furniture company, but we’re first and foremost a purpose-driven business. We're deeply committed to sustainability and want to make circularity a thing in the furniture industry. Our goal is to design products that reflect Australian aesthetics and culture while also being environmentally responsible.
We’re still mainly an e-commerce business, but we’re expanding into other avenues like B2B and physical retail. We’ve also launched in the U.S. last year, which has been really exciting, particularly with our sofa bed range. We’re also active in Japan and Korea and looking at new markets and products.
What has your story at Koala looked like so far?
Lauren: I joined Koala about five years ago as the first permanent member of the People and Culture team. Back then, it was all about getting things off the ground—pre-COVID, everyone worked in the office, and it was a typical startup hustle.
When COVID hit, our team grew rapidly as more people turned to home renovations, which created some challenges, but also huge growth opportunities. Now, while our team is still fairly lean, I have the chance to do a lot more than just recruitment, including co-leading P&C and working on initiatives like our ESOP program, employer branding, and talent development across all levels. It’s been a rewarding and fast-paced journey.
How has Koala maintained its authentic, startup culture as you’ve scaled?
Lauren: We’ve been intentional about embedding our three core values early on: ambitious, curious, and selfless. Selflessness, in particular, stands out as it ties back to our purpose-driven approach. We make sure we back up our commitments with action—through partnerships like 1% for the Planet and WWF, and by organizing volunteer days for the team.
When I first joined, Mitch, our founder, gave me one rule: "Don’t hire any assholes." That has stuck with me, and it’s something we screen for during hiring. We focus a lot on finding people who have low egos, are adaptable, and are able to work at pace—traits that are crucial in a startup environment.
We’ve also managed to keep a laid-back, yet ambitious culture. The tone of voice in our communications, whether it’s internal or external, remains cheeky and casual, which really helps maintain that authenticity.
How do you maintain the cultural ethos across the business?
A big part of it is that our co-founders are still very hands-on. They set the tone for the company, and that ethos trickles down throughout the team. Mitch and Dany have both built companies with a similar vibe, so they’ve been instrumental in making sure that the culture stays consistent.
It’s not about everyone drinking the Kool-Aid, but rather about aligning with the broader mission and values. When you have strong leadership that embodies those values, it’s much easier to maintain the culture, even as you scale.
What does your hiring process look like to ensure your hires are a cultural fit?
Lauren: It varies depending on the role, but we always start by ensuring candidates understand and align with our values. We ask specific questions to assess this, like asking what they’re passionate about outside of work. Are they into sustainability? Do they have a side hustle? We want to know what drives them beyond the job itself.
We also use Hatch to get a more comprehensive view of candidates—understanding their personality and values, not just their experience. This helps us find the right cultural fit, especially as we grow and expand into new markets.
What has been the most effective approach for Koala when it comes to employer branding, particularly in new markets?
Lauren: When we launched in Japan, we quickly learned that sarcasm doesn’t translate well, so we had to adjust our tone to be more culturally sensitive. Having a local People and Culture Coordinator in Japan has been invaluable, as they understand the nuances of the local culture.
In the U.S., it’s been about staying true to our Aussie roots and celebrating that. We’ve found that the Aussie lifestyle and values resonate well, even if we’re still building our presence. We keep our job ads and communications light-hearted, using Aussie slang where we can—like "G'day"—which helps us stand out and stay authentic.
How do you promote your employer brand locally in Australia? What’s been most effective in sharing what it’s like to work at Koala?
Lauren: Internally, we lean heavily on our brand ambassadors—people who champion our culture and help spread the word. We encourage them to amplify their voices on platforms like LinkedIn, Instagram, and even internally.
We also share updates through Instagram Reels to highlight our people and culture activities. Our career site is another key asset for sharing employee stories and providing insight into what it’s really like to work at Koala. While we’d love to experiment with platforms like TikTok, we haven’t had the internal bandwidth just yet so it was nice to partner with Hatch on our Day in the Life Video.
Do you focus on building talent pipelines, especially for hard-to-fill roles?
Lauren: Absolutely. We know that certain roles, like interior design and engineering in the furniture space, are niche and competitive, so we work hard to grow that talent locally. We have ongoing collaborations with universities that offer aligned industry programs, like UNSW and RMIT, where we’ve done guest lectures and course collaborations.
We also bring in interns from these programs, and some have even gone on to become full-time employees. It’s about nurturing that talent early on and ensuring we have a pipeline that fits our needs now and in the future.
How involved are the co-founders in the day-to-day operations of the company to influence culture?
Lauren: Mitch, our co-founder, recently stepped back into a director role on the board, while Dany, who launched our U.S. market last year, has returned to the CEO role. Dany is very hands-on and is in the office every day, which is great for keeping that close connection to the team. Their involvement is key to maintaining the company’s ethos and helping us scale efficiently.
Learn more about life at Koala
Koala’s journey from startup to scale-up is a testament to the importance of strong leadership, clear values, and staying true to what makes their brand unique. As they expand into new markets and continue to grow, they remain committed to authenticity, sustainability, and creating a work environment that reflects the laid-back yet ambitious Aussie spirit.
