Who is coworking for?
Coworking is often just associated with freelancers, startups and nomads. But, it isn’t exclusively for these individuals. Different communities have different needs; coworking spaces are, and if not yet they should be, inclusive working environments for all.
Together with the London Coworking Assembly, SALTO Systems Group co-produced the June breakfast show held at XCHG Spaces, a SALTO equipped space. This open conversation discussed why shared workspaces are needed for all kinds of communities to thrive in. The event, also supported by Urban MBA and moderated by your truly, as a Global Community and Partnership Manager at SALTO Systems, included an inspiring panel of experts:
Pauline Roussel: The co-author of “Around the world in 250 coworking spaces” — a remarkable coffee table book exploring the influence of collaboration, design and community activities in shared environments. With an incentive of making coworking better for everyone, Pauline has visited collaborative workspaces across 48 cities. Pauline educates people and companies on coworking and how it can work well for them.
Shazia Mustafa: The co-founder of Third Door — the UK’s first coworking and flexible nursery hybrid business. Shazia is passionate about creating an equal future. She empowers working parents to continue progressing in their careers whilst being around for their children. Shazia also sits on the Mayor of London’s Workspaces Advisory Group.
Neil Usher: An internationally-experienced and award-winning workplace creator and change leader of 30 years. Neil has authored three books, is a prolific blogger and regular conference speaker. Since 2010, he’s been part of the coworking movement, but remarks that he hasn’t visited anywhere near as many spaces as Pauline.
The topics discussed during the Breakfast show included how to identify a coworking community and develop a space that supports them, why it’s important to know who those individuals are and how to attract them. In this article, we share some of the conversations on the evolution of coworking communities.
Coworking is all about community
Coworking is when a group of people work together. Whether it facilitates a physical space or not, the essence of “co” refers to the collaboration, cooperation and community. In recent years, corporations have vested interest and capital into the growing coworking movement, however, they often prioritise the design of physical spaces and undervalue the spirit of community. Whether coworking is for a broad group of people, or for those with a niche set of needs, establishing who the community is for and identifying their habits at the beginning will have a positive long-term impact on a coworking business. Pauline successfully applied a similar approach to her thriving coworking community at her workspace in Berlin.
“Community is the USP of coworking” — Pauline Roussel
Coworking can also be for a specific community
After giving birth for the first time in 2008, Shazia struggled to return to work and be in a location close to where her young daughter was being taken care of close by. She identified a gap in the market. Shazia and her husband went on to conceive Third Door, a space for working parents to continue progressing in their careers whilst being around for their children. Before she opened its doors, Shazia wanted to make sure that the space would solve the needs of her prospective community. So she designed the flow of the space using The Sims computer game! Shazia has nurtured her community; coworking for specific groups of people, like mothers, works well because it brings like-minded individuals together. Their shared experiences strengthen their relationships, which help to build community. But by no means does Shazia make community building look easy. Bringing a group of people together can be challenging, especially when individuals have varied needs. It’s necessary that all members are the right fit.
Therefore, to learn whether someone will fit into a community, prospective members ought to be vetted during an onboarding stage. This avoids any “bad eggs” entering the group and destroying the dynamic. Onboarding benefits new members too, as they can get a feel for whether they’re a good fit. A tip for attracting the right audience is to use appropriate copywriting and visuals through marketing channels.
A coworking community might evolve
Neil, who is the author of The Elemental Workplace, is an expert on the elements that make a thriving working space. From providing access to daylight, to enabling connectivity, coworking spaces ought to be inclusive and fulfil the community’s every need. At the same time, coworking spaces shouldn’t be everything to everyone. For instance, when Shazia invited people who weren’t working parents into her community, it wasn’t a successful (or popular) decision, and she later pivoted back to her original purpose. Coworking spaces naturally evolve over time and community needs are constantly changing. Collecting members feedback improves awareness of changing needs whilst working to offer a fantastic space that operates with the community, not just for them. Pauline sent out surveys to her community in Berlin, and she also got to know them by talking and spending time with them, getting involved at all the events and supporting members on their journeys. You’d be surprised at how the majority of people are open to experimentation, if they feel it’s a transparent and collaborative process.
“Do it with them, not just for them” — Neil Usher
Community is the key, and is truly what coworking is all about. It’s a people-first offering, providing not only a space, but also gathering people together in an inclusive environment where they feel they can belong.
