Community

Community is the cumulative result of how people are treated, noticed, and included over time.

It’s what makes people stick, not churn. But it can be hard to define.

While the definition of community stands the test of time – ‘a group of people living in the same place or sharing common characteristics, interests, or identity’ (OED) – what it looks like in practice, in different contexts, is always evolving.

Coworking community building is making people feel empowered, inspired and supported by those who run and work within the space. It’s building upon small, everyday interactions – not big initiatives. It’s about behaviour, not (just) programming.

This article builds on the People–Place–Programme–Platform model, focusing on how community is actually experienced over time.

Why “community” is one of the most misunderstood ideas in coworking

You can give members everything they need to engage with their coworking space on a spatial level, from mobile-enabled access control to a flawless booking platform. Yet you can’t force anyone to participate in the community side of things.

Focusing on community in coworking spaces creates a plethora of benefits, not least of all social and psychological ones. Members interacting often leads to opportunities for referrals, employment and investment. Entrepreneurs navigating peaks and troughs of running a new business can source help from other members.

Working alongside similarly motivated people stokes the fire, so to speak – replacing the isolation of working from home (or in a more traditional office environment) with a thriving ecosystem built on the sharing of resources and experience.

With so many moveable parts, community should be viewed as a practice – not a feature. Proximity, branding and events don’t create belonging. Real community is based on intentional facilitation, shared routines and relationship building.

Community should be a lived experience, not just a marketing buzzword.

Community as behaviour, not programming

Valuing community as a behaviour has a positive impact on programming.

Eric Asare, Managing Director at The Studio, summed this up nicely when we interviewed him for an article about community and cross-pollination.

Asare explains that first and foremost, it’s important to provide the foundations on which a community can be built; for The Studio this meant the office business facilities required for productive working.

He believes that “investing and having an experienced Community Manager who knows how to interact, create a buzz and is a natural people person is crucial.”

“I know our members appreciate being listened to, feeling that they have a voice and are made to feel that their opinion matters – these really help with building loyalty.”

For The Studio, regular verbal communication is effective at getting members to ‘buy into’ the idea of community within the coworking space. Members are so invested, The Studio has even created roles for them, such as that of Community Catalyst.

“The Community Catalyst always knows what’s going on within The Studio and is perceived as a source of information. We also encourage our members to suggest workshops or programmes, and collaborate with members who want to volunteer holding useful workshops for the community.”

Moments that make people feel they belong (or don’t)

Adding value to the community is about creating ‘moments’, not luxury. True: environmental factors such as lighting, climate control and furnishings are important, but it’s the moments that will act as a catalyst for community.

Here are some moments that make people feel like they belong:

• Being greeted by name upon arrival. This signals recognition and makes people feel like they’re not an anonymous entity within a large shared space. People feel like actual people, not just desk rental income.
• Getting personally introduced to other members. When done thoughtfully and with a purpose in mind (e.g. introducing a desk neighbour), this can ease social friction and make the connection seem more organic rather than forced.
• Noticing and asking about what they’re working on. Taking an interest validates people’s efforts, transforming what could be a rather solitary endeavour into something that is known and acknowledged.
• Being invited to a catchup or event. A personal, face-to-face invitation feels more inclusive and promotes belonging. An email invite on its own can feel transactional, and some people will be less likely to engage.
• Receiving a public acknowledgement. Just small mentions can bolster morale and show that you, the coworking operator, care about contribution.

And here are some moments that might stifle community:

• Entering without being acknowledged by staff or members
• Never being included or introduced in social gatherings
• Attending events where no one facilitates conversation or connection
• Having questions ignored
• Feeling like everyone else understands the rules and culture, except you

Why participation fades when community is treated as programming

Events on their own don’t create community because they are episodic. Not relational.

An episodic interaction, like an event, is a one-off or time-bound interaction. A relational interaction is one that is repeated, with the potential to evolve into a long-term connection built on trust and belonging.

Community forms through continuous relational interactions. After an event, attendees usually leave without building lasting bonds.

Introductions are a key part of the relational process, not just at onboarding but throughout the member lifecycle. Some people don’t like events or simply don’t have the time, but are more than happy to engage relationally within the space on a regular basis.

Community Managers can add huge value in this area, for instance by identifying opportunities to match members who could collaborate or support each other.

Design is a community enabler too.

A well-designed workspace will facilitate interaction organically, providing people with chances to work independently or more socially amongst others. A badly designed office could leave members feeling isolated, or pushed into unwanted interaction.

A key element of community-driven workplace design is the central hub area.

This could be a kitchen, lounge, or another type of breakout space.

Think of it as the physical core of your coworking space community; a place where people congregate and gravitate to. Think casual chats, coffee breaks and impromptu meetings. It’s welcoming and likely has comfortable seating, ambient lighting and accessibility for everyone.

How everyday experience decisions shape participation

Seemingly small, everyday decisions can have a big impact on participation.

That’s why it’s so important to acknowledge, invite and follow-up with everybody. Create a culture in which everyone feels valued, respected and supported. Over time, this will have an impact on who participates, withdraws or quietly churns.

Work to make your coworking space accessible to individuals with disabilities by incorporating features like wheelchair ramps, lifts, accessible restrooms, and designated parking spaces (if applicable). Design pathways and circulation routes that are wide, clear, and easy to navigate for individuals with mobility aids.

Cultivating your online community can help bolster your physical one. In some ways, they’re one and the same. This can help you expand your reach and accessibility, giving people that chance to engage remotely, regardless of their location and schedule. Virtual communities built in programs like Slack are online extensions of your building, where members can share stories and collaborate on projects.

Regular feedback cycles are key too (as well as responding promptly to general feedback). Quickfire member surveys encourage people to have their say, and remind them that they can voice their opinion. Tip: leave space for additional comments.

Even smaller behaviours can encourage participation. For example, staff circulating the building every so often can encourage people to ask for support or engage. Physical presence can be reassuring, making people feel safer, supported, and ultimately, more confident to share and be seen within the shared work environment.

Community, engagement, and retention over time

Community engagement and retention are inextricably linked.

They’re part of the same long-term process.

Community enables coworking member engagement; engagement nurtures community. Retention is the result of community and engagement – if these elements make people feel valued and supported over time.

Some coworking spaces treat engagement as a short-term strategy through the implementation of one-off events or sporadic email communication. But this will only create ‘shallow’ engagement. Deep engagement hinges on continuity and emotional investment.

A sense of community is achieved through repeated interactions that build over time. Everything from being greeted by name to being introduced to someone (with intention) makes a difference. You want your coworking space to be viewed not as somewhere people work, but somewhere they’re known.

This is what creates coworking belonging.

Retention happens when people feel embedded within the community.

Members stay because leaving would mean losing familiarity and workplace relationships; they don’t stay because they want to attend all the events. A solid community doesn’t hinge on everyone being socially active. That said, everyone should feel that participation is possible and valued when they choose to engage.

Retention happens way before the renewal conversation. It’s part of everyday decisions about operations, marketing and inclusion. Coworking community building should be an ongoing thing.

Summary: building community without forcing it

You can’t build a successful coworking business without community. But it’s not something you can necessarily schedule, strategise or plan. It needs to be baked into your vision and culture in a way that makes people feel safe, welcome and heard.

Start with the micro-actions and build from there. When welcoming and onboarding new members, how do you beckon them into the fold? And how do you sustain this throughout their tenure with you? Those ‘moments’ we mentioned go a long way.

Learn names, understand workplace preferences, get to know their businesses first and foremost – then focus on creating events and meetups they won’t want to miss.