Curated Coworking Cultures and Professional Identities

Introduction

Companies invest valuable resources nurturing connectivity among employees and developing work cultures. But, in a coworking space that houses multiple organizations, there are several messages, norms, and values, competing for members’ attention.

Research Findings

Between 2017 and 2018, researchers collaborated with WeWork to survey over 1,000 of their new individual members in the United States to answer this question: How do highly curated coworking cultures impact the professional identities of members and their organizations?

The WeWork Brand and Professional Identity

They found that the WeWork brand strengthens the extent to which members identify with their organizations by becoming an integral part of each organization’s image, brand, and culture. Three key themes explain why:

Theme 1: Sense of Professionalism and Credibility

Coworking spaces give some members a sense of professionalism and credibility that traditional remote working does not.

Theme 2: Employer Support

People with subsidized memberships feel that their employers take their needs seriously — regardless of where they are located.

Theme 3: Positive Impression

Coworking spaces help new businesses make a positive impression on potential clientele.

Conclusion

The findings suggest that curated coworking cultures can have a significant impact on the professional identities of members and their organizations. By leveraging the WeWork brand, organizations can enhance their reputation and credibility, demonstrate their commitment to their employees, and make a positive impression on potential clients.

FAQs

Q: What is the significance of the WeWork brand in coworking spaces?

A: The WeWork brand strengthens the extent to which members identify with their organizations by becoming an integral part of each organization’s image, brand, and culture.

Q: How does coworking space impact the professional identities of members?

A: Coworking spaces give members a sense of professionalism and credibility, demonstrate employer support, and help new businesses make a positive impression on potential clientele.

Q: What are the benefits of curated coworking cultures?

A: Curated coworking cultures can enhance an organization’s reputation and credibility, demonstrate commitment to employees, and make a positive impression on potential clients.