The coworking industry has exploded in the past decade. What started as a niche alternative to traditional offices is now a $15.8 billion global market, expected to hit $33.8 billion by 2027.
But with that growth comes serious competition, not just for members, but for the people who run these spaces.
Whether it’s community managers, marketing leads, or operations pros, co-working companies are finding it harder to hire, inspire, and retain the right talent.
So how can coworking spaces use employer branding to stand out to jobseekers, ust like they stand out to startups and freelancers?
Let’s break it down step-by-step guide:
Step 1: Create Authentic Employee Videos Using Vouch
In coworking, your people are the brand. The warmth at reception, the vibe during community events, simple things like speed of your team when WiFi drops, these are all driven by your team.
That’s why tools like Vouch are a game-changer.
Vouch makes it easy to collect short, real video stories from your team. Whether it’s your community manager explaining a day in the life or a member success manager talking about their growth, these clips help candidates get a feel for your company before they even apply.
Why Vouch video works:
- Real employee stories build real trust with potential new employees.
- Video is more engaging than job ads, they attract and convert.
- Video helps you stand out from competitors like never before.
Hot tip: Be sure to post these videos on your careers page, job boards, and LinkedIn.
Step 2: Define Your Employer Value Proposition (EVP)
Think about what makes your space different for employees, not just members.
Your Employer Value Proposition answers the question: Why would someone want to work here instead of another coworking company or tech startup?
Your EVP should touch on:
- Company mission and purpose
- Workplace culture
- Career development opportunities
- Flexibility and autonomy
- Values you live by (not just talk about)
Tip: Ask recent hires why they joined and ask your longer-timers why they stay, or send a Vouch to do it!
Write your EVP in plain, honest language woth no buzzwords like “synergistic work environment” or “fast-paced culture", just stick to real facts.
Step 3: Build a Careers Page That Reflects Your Culture
Your careers page should do more than list open roles, it should feel like a tour of your workspace, even for people who’ve never stepped inside your co-working spaces.
Must-haves for career pages:
- Team videos you can record via Vouch
- Photos of the workspace and real team events
- Clear role descriptions with transparent salary bands
- Testimonials from different roles and locations
- Your hiring process, explained step-by-step
Here is a great career page you can use as an example WeWork Careers
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 4: Use Social Media to Showcase Daily Life
Your LinkedIn, Instagram, and today even TikTok are extensions of your employer brand.
Things to share on social media include:
- Behind-the-scenes content such as team meetings, events, team lunches etc.
- “A day in the life” posts from different employees and different angels.
- Celebrating work anniversaries or promotions
- Shout-outs from members about your staff
Why it matters: 79% of job seekers use social media in their job search, and you can see more employer brand statistics here.
Step 5: Promote Growth and Learning Opportunities
Co-working attracts curious, motivated people, don’t lose them by keeping them stagnant.
Make sure you offer employees:
- Training budgets
- Upskilling programs
- Access to industry events
- Internal mobility
Make sure all of these offers are highlighted in your job ads, onboarding, and internal comms. If you don’t offer these yet, even something simple like monthly team workshops or shadowing days can help. Candidates and top talent want to know they’ll grow with you.
Step 6: Build a Feedback-Driven Culture
Transparency and feedback are major attractors for today’s jobseekers.
You should build feedback by:
- Share your hiring process clearly with candidates
- Gather feedback post-interview and post-onboarding
- Encourage Glassdoor reviews, authentic ones
- Create internal forums and feedback loops using tools like Vouch where staff can suggest improvements
Result: Your goal at all times through your employer brand is to build a culture of openness that attracts candidates who want to contribute, not just show up.
Step 7: Keep Diversity Front and Center
Co-working spaces pride themselves on serving diverse communities and your workforce should reflect that same value.
Ways to show your commitment to diversity:
- Use inclusive language in job posts an careers pages
- Highlight your DEI (diversity, equity, and inclusion) policies
- Feature diverse employee voices in videos, again, Vouch is helpful here
- Report on diversity metrics if available
Diversity isn't just good optics, it's good business. According to McKinsey, diverse companies are 36% more likely to outperform their competitors (McKinsey Report).
Step 8: Measure Your Employer Brand Performance
You can’t improve what you don’t track.
Start measuring your employer brand by:
- Where your applicants are coming in from
- How long it takes to fill your roles
- Offer acceptance, and rejection rates
- Glassdoor and Indeed ratings
- New hire retention rates within the first 6–12 months
Use that data to improve content, fix friction points in your hiring process, and optimize your messaging.
Who Are The Top 10 Coworking Companies Globally?
1. WeWork
Global coworking giant with locations in 100+ cities
Employees: ~4,000, Revenue: $3.2B
https://www.wework.com
2. IWG (Regus, Spaces, HQ, Signature)
Operates multiple flexible office brands worldwide
Employees: ~10,000, Revenue: $3.1B
https://www.iwgplc.com
3. Industrious
Premium coworking and private offices across the U.S.
Employees: ~500, Revenue: $300M+
https://www.industriousoffice.com
4. The Wing
Focused on women and non-binary professionals
Employees: ~200 (before 2022 restructuring)
https://www.the-wing.com
5. Mindspace
Boutique coworking brand with global presence
Employees: ~200
https://www.mindspace.me
6. Spaces (by IWG)
Modern, design-led coworking spaces
Part of IWG
https://www.spacesworks.com
7. Knotel
Flexible office provider focused on enterprise clients
Acquired by Newmark Group
https://www.knotel.com
8. Soho Works (by Soho House)
Creative coworking spaces for Soho House members
Employees: ~150
https://www.sohohouse.com/soho-works
9. Huckletree
Tech and startup-focused spaces in the UK and Ireland
Employees: ~80
https://www.huckletree.com
10. CommonGrounds Workplace
Enterprise-focused flex space provider in the U.S.
Employees: ~100
https://www.commongrounds.com
Related Blog Posts from Vouch
To take your employer brand strategy even further, check out these helpful reads:
- How to Create Recruitment Videos That Actually Work
- Storytelling Tips for Talent Acquisition
- Why Candidate Experience is Everything
FAQs
What is employer branding in the coworking industry?
Employer branding is how your business is perceived as a place to work, from culture to values, growth opportunities, and team dynamics.
Why does employer branding matter for coworking companies?
Because your staff are your differentiator. Great culture attracts great talent, and great talent builds thriving member communities.
How can small coworking teams build a strong brand?
Focus on authenticity. Use tools like Vouch, highlight team stories, and promote your real values and culture.
What should go into a job listing beyond responsibilities?
Include your EVP, salary transparency, perks, growth paths, and insights into your company culture.
How can I encourage employees to be brand ambassadors?
Empower them to share their stories via Vouch, feature them in content, and recognize their contributions publicly.
What platforms are best for promoting coworking jobs?
LinkedIn, AngelList (for startups), your own website, and coworking-specific networks or communities.
How often should employer branding content be updated?
At least every 6–12 months, or after major changes like new leadership, values, or office expansions.
Summary
In coworking, brand isn’t just about logo and layout, it’s about the experience your team delivers every day.
Build your employer brand the same way you’d design your member experience:
- Thoughtfully
- Transparently
- With real employee voices
Use video tools like Vouch to show your culture. Tell the stories that matter. And invest in a workplace that talented people want to join, and stay in.
See Why Employer Branding Managers Love Vouch
Loved by companies like Canva, Nike, Cisco, HubSpot, Amazon, and more, tools like Vouch make employer branding in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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