Build Stronger Community in the Workspace with the Four Ps

The humble desk is no longer the main feature of office space.

Today’s successful offices and coworking spaces are bustling communities where people go to feel inspired and connected. Of course people still value superfast WiFi and a spacious, ergonomic work station—but the real value is in the ideas and relationships that emerge from shared working.

Building community in coworking doesn’t happen overnight or on its own—it relies on thoughtful strategy, an understanding of what makes people tick, and careful events programming.

Coworking communities are incredibly powerful ecosystems that have the potential to supercharge success both within the space’s walls and the wider business. In this ultimate guide to fostering a workplace community, we’ll dive deep into how you—the operator or manager—can cultivate connection and transform your functional workspace into a hive of belonging, bond building and collaboration.

If you follow the four Ps we’re outlining, you’ll be able to engineer and grow a coworking community and measure and report on it’s success quickly, so you can pinpoint what is and isn’t working.

But first, let’s talk about why fostering an engaged coworking community is important.

What is “Community” in coworking (and why it’s your biggest asset)

Great design is important, yes, but community is arguably coworking’s most impactful asset. However it’s the least tangible, and therefore can be hard to define.

In essence, it’s the level of belonging and connection people experience when they’re in your space, and it’s what differentiates you from your competitors. It’s important to know that community is more than sharing a space—it is a state of being that’s all about feeling empowered, inspired and supported both on a professional and personal level.

A coworking space community is built through small, everyday interactions. It’s about making space for encounters that simply don’t exist in the home office environment.

Whether it’s a lowkey conversation that paves the way for a big idea, support from other entrepreneurs who understand what it’s like to run a small business, or the meeting of minds that leads to a collaboration, interactions cultivate a culture of trust. People will view your space not just as an office, but a living network.

Community engagement is important for the bottom line and ROI. A healthy community leads to higher member retention rates, because people will be reluctant to leave if they feel connected and respected by others in the space. Human bonds can make it difficult to leave, even in the face of a competitor’s lower prices or newer technologies.

Engagement also spurs referrals and organic growth. Someone who loves working in your space will become an ambassador, recommending you to friends, business contacts and collaborators. Referrals are a coworking space’s best friend, not least of all because they’re seen as more authentic (trustworthy), and they’re free!

When you position yourself as more than a desk space, you’re in a better position to charge higher membership rates. People are more willing to invest in an office space if they think it’ll help them grow their business and support their wellbeing.

Ultimately, building community is at the heart of coworking—it’s been the core value of the concept since the term ‘coworking’ was coined by Brad Neuberg in 2005. It’s not a nice-to-have, it’s a must, and that’s why the role of Community Manager is so important. Think of it as community engagement coworking, not just coworking!

People, place, programme, and platform

Building a thriving coworking community relies on these four Ps: People, Place, Programme, and Platform.

The people—your members and Community Manager—are the architects. The place is your workspace, designed in a way that enables communication. Your events programme connects people and helps them grow, while your platform is a toolbox that keeps members connected and reports on community health.

A strong community is the most defensible moat a coworking space can build.

It’s the thing that retains members and encourages them to refer others, and it positions you as more than a bricks and mortar workspace. It also opens your space up to become more inclusive, accommodating people from the wider community, as well as those from the immediate business community. In a competitive sector such as ours, community is no longer a desirable feature—it’s the must-have foundation of long-term success.

The people, and their community architect

The Community Manager role is a multifaceted and exciting one.

It’s a role that balances structure and admin with spontaneity and fun. Essentially, they’re the architect of your community; the person who facilitates—and often orchestrates—the events and introductions that get people talking and collaborating.

Let’s take a closer look at some of their responsibilities and how to foster collaboration:

1. Onboarding

Community Managers are often responsible for the onboarding process. First impressions count—a good Community Manager will help people feel included and welcome from their very interaction with the space.

Learning names and getting to know people’s interests, goals and sticking points is important for facilitating appropriate introductions and signposting.

2. Introductions

Introductions are a key part of the onboarding process, but they’re just as important throughout the member lifecycle. Some people don’t like networking or need a little encouragement, and Community Managers can add huge value. A good manager will be able to identify opportunities to introduce members who could potentially collaborate. A timely intro could lead to a new deal, business partnership or friendship, after all.

3. Events

Event planning is another core feature of the role. Whether it’s a weekly networking brunch or a one-off skills workshop, events offer members value beyond desk space, and provide opportunities for expanding their network outside of their immediate environment.

An events programme should seek to balance growth and social connection, and reflect the diverse interests and needs of the coworking member community it serves.

Community Managers are often skilled facilitators and planners. As such, they require a mix of skills and attributes. Empathy is a big one, helping them understand and accommodate members’ needs and requirements, and making them feel valued.

Organisation and problem-solving is of course key because the role involves prioritising different tasks and getting to know numerous people, as well as keeping records.

Communication is another biggie, from digital updates like newsletters to face-to-face catch-ups. In short, they’re the lynchpin of the coworking community—the point of contact for people who require support or those who want to bounce some ideas.

The place: designing for interaction

In coworking, design isn’t just crucial for function—it’s a community enabler too.

Workspace design largely dictates how people interact and communicate within your space. A well-designed workspace will facilitate interaction in an organic way, while providing people with the option to work independently. 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.

The central hub could be a kitchen, lounge, or another type of breakout area entirely. It forms the physical core of your coworking space community in that it’s where people gather and gravitate to when they want to communicate. It’s where casual chats, coffee breaks and impromptu meetings take place. People like the hub because it’s welcoming, with comfortable seating, ambient lighting and accessibility for everyone, regardless of their needs.

Designing different work zones to accommodate different styles and preferences of working is also important. Although collaboration is deeply important to today’s office workers, you also need spaces for focus and solo work. Community relies on boundaries too: acoustic solutions and modular meeting spaces (such as work pods) enable members to switch between different styles of work easily, without disturbing other people.

There’s always room for spontaneity in coworking. Design doesn’t have to be didactic. It’s also about allowing for “happy accidents”—those moments when a chance meeting sparks a new idea or partnership. There are simple things you can do to encourage these; from placing the printer or coffee machine near a breakout space, to including flexible seating, open sightlines within the space, and shared brainstorming equipment.

Here’s a breakdown of some of the key principles of workspace design to adopt when you’re looking to cultivate a sense of community:

Your central hub: This could be the shared kitchen or lounge area (a place people naturally gravitate to when they need a break or some company).

Designing for different workstyles: Include areas for private work as well as collaborative or social sessions.

• Encourage movement: To kickstart cross-conversation and collaboration, strategically put shared amenities in places where people will cross paths.
• Flexible furniture: Modular and moveable shared furniture and pods are economical and can facilitate group work/ socials.
• Prioritise visibility: Sightlines can encourage members to connect with each other, while private work areas and panels can offer privacy.
• Spark conversation: Simple features like communal desks, notice boards and writable walls can encourage people to start talking, collaborating or debating.

The programme: building momentum with events

Every community manager knows that the proof is in the planning. And this is 100% true when it comes to events. Hosting events at random without thinking about the community or logistical aspects in advance is a recipe for failure. Although the odd ad hoc party is fun, a true and lasting community that is engaged over the long-term is built through intentional events programming that is carefully considered and inclusive.

Your events programme is like a flywheel in that each event should build momentum and strengthen the community, making it easy for members to engage.

It’s about accumulating those small wins and feeding them back into programming to build momentum for sustainable growth. Bit by bit (or event by event) your coworking culture will grow to a point where participating in events comes naturally to people, and they look forward to them. As such, it’s important to consider the diverse needs and interests of people within your coworking member community, as well as the wider community.

Here are the three event categories to cover:

• Social events: These include the casual, social-first meetups like brunches, coffee mornings and casual socials. In other words, the events that get people who wouldn’t otherwise work or cross paths talking to each other on a more personal level. Remember to cater for different diets, and provide alcohol-free options.
• Learning events: People love to learn—in fact, lifelong learning is having a moment right now. Position your coworking space as a knowledge hub by offering workshops, skills sharing sessions and seminars from experts. It’ll add real value and provide a platform for the experts within your own community.
• Wellness events: In the age of burnout, everyone needs time for wellness.Yoga, meditation, book clubs, tech-free zones—these show that you view your members as people, and care about the health of individuals within the community.

With a regular, varied programme designed for everyone, members will perceive events as part of your overall offering—not just an added perk.

Through participation, members will also play a role in creating a self-sustaining community, which can take some pressure off the Community Manager and help members feel truly connected and fulfilled.

The platform: connecting for better experience

A burgeoning coworking community can’t be created—or maintained—without the help of technology. We live in a digitalised, hybrid working world, and the truth is members won’t always be there to hang out in your space.

But they’ll still crave connection.

A digital coworking platform enables members to stay connected, access your resources and even collaborate with others remotely (or on the go).

One of the most important tools in Nexudus is the Member Directory. This is the digital sphere in which members can showcase their specialisms, business skills and interests, and explore other people’s profiles to find opportunities to network or collaborate. See it as a marketplace for the talent in your coworking space—a place for sharing opportunities.

Nexudus members can use Discussion Boards to seek advice and ask questions, post opportunities and share what’s on their mind.

For example, someone might post a callout for graphic designer or copywriter recommendations, while someone else might use the platform to share their business success stories. It’s an accessible way for members to engage and contribute if they’re unable to attend events in person, or if they’re away on business. In time, Discussion Boards become troves of knowledge that serve to strengthen the sense of community.

Every modern digital platform needs an app.m

Nexudus’ app for members is called Passport, and it allows everyone to stay connected. Members can book meeting rooms and other resources, check-in to meeting rooms, and even message other members, helping them secure a position as an engaged and autonomous member of the coworking space community, even on the go. The app is white label too, so you can add your branding and colours to make it part of your coworking identity.

Even feedback forms and surveys can work wonders for community cohesion. You can use Nexudus to build custom surveys and feedback forms in order to understand each member’s needs and how you can better meet them. Meanwhile, the AI-powered helpdesk automates responses to common queries, allowing you or your Community Manager to focus on running the coworking space well and hosting stellar events.

Nexudus’ digital tools are designed to complement the face-to-face member experience. It’s about bridging the gap between in-person and online work. The platform also gathers data to provide easy-to-glean (and read) insights on member usage patterns and behaviour, which you can use to refine your amenities, services and events programme.

The platform: measuring community health

Believe it or not, fostering a workspace community is a measurable endeavor. As long as you have a platform at your fingertips, you can track metrics relating to the community and continue to iterate, build and evolve your strategy.

One way to measure community success is through event attendance rates. Nexudus tracks all your RSVPs and check-ins in real-time, and you can look at patterns in attendance over time to find out which events are working well, and which you might want to tweak, advertise better or scrap altogether to start maximising value.

Your member directory and discussion boards leave a digital footprint, and you can measure community health by keeping an eye on them. Regular activity on discussion boards indicates that members are engaged, and a knowledge sharing culture is being cultivated. Little or no interaction is a sign to make more of digital resources during onboarding.

Again, surveys are important and provide you with an excellent source of qualitative feedback. You can ask for feedback on everything from people’s satisfaction with the meeting room process to how much they feel like a valued member of the community. You might also want to consider including a Net Promoter Score (NPS) question, such as “How likely are you to recommend our coworking space to a friend or business associate?”

Nexudus analytics measures almost everything, giving a comprehensive view of your community’s health. Good event attendance, interaction on digital platforms and healthy NPS scores are all indicative of a thriving community. The opposite could signal that you need to address feedback, alter your events programme or refine your onboarding strategy. There’s always room to change and improve!

Why today’s workforce needs modern systems

As the workforce has evolved following the pandemic and many roles become hybrid or remote, new social challenges have come into play. Younger generations are feeling more overwhelmed and lonely at work, which benefits precisely no one.

• HBR notes workplace loneliness has real performance costs and that a lack of community is central to the problem.
• GCUC highlights loneliness risk and argues community-rich spaces improve retention and loyalty.

At the same time, digitalisation means we have new tools to help connect people, however they’re working. If you’re not running on a system to help you link up with your community and measure your impact, maybe it’s time to consider your options.