Hey there,
A common question between small coworking spaces (and businesses in general) that want to promote themselves is “Should you hire a marketing employee or trust an experienced marketing agency with your projects?”.
I'm going to be honest, I haven't worked much with external agencies in my career, so if I want to answer this question, I am going to need some backup! That's why I invited Pauline Roussel. She's not only the CEO of the coolest (and as far as I know the only) job board and career platform for the coworking industry - COWORKIES (: but was the managing director and head of community for a coworking space, and also has experience in working for a marketing agency. I almost forgot, she even co-wrote the “Around the World in 250 Coworking Spaces” book 👩🏫
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Pauline's "How coworking spaces can revitalize the workplace" TEDx talk
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I asked Pauline what are the pros and cons of hiring an employee vs working with a marketing agency for small- and medium-sized coworking spaces.
Here's what she told me:
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Hey, Pauline!
I want to start by asking you what are the benefits of hiring a marketing expert instead of working with an agency?
That’s a great question to kick things off, Georgi. I actually started my career in an agency before moving into the coworking world, so I’ve seen both sides—and there are definitely some strong arguments for bringing marketing in-house.
First off, having a marketing expert as part of your core team means they’ll develop a deeper feel for your brand, because that’s what they’ll do all day, 5 days of the week. They’re immersed in your space, your people, your culture - something that might be more challenging for an agency juggling multiple clients across industries.
There’s also the pace. Internal marketers can move fast. No need to wait on briefs, approvals, or timelines set by someone else. You can test, tweak, and launch quickly, especially when something unexpected pops up or you want to capitalize on a local trend.
Then there’s collaboration. Your marketing person is right there alongside your community team, operations, and sales. That makes it easier to spot smart crossovers, like turning a member's success story into a newsletter feature or using community feedback to fine-tune messaging.
They’re not just working on campaigns. They’re building something.
In-house marketers tend to think long-term. They’re invested in the brand’s growth and can lay down systems that scale sustainably rather than chasing one-off wins.
And finally, there’s ownership. They’re responsible for your voice across every channel. That kind of consistency builds trust and gives them the freedom to get creative in ways that feel real, not recycled.
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Pauline Roussel and Dimitar Inchev are the co-founders of Coworkies
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Do you think our industry offers a unique challenge to agencies and freelancers because it requires a deeper understanding?
There are definitely brilliant agencies and freelancers out there who specialise in coworking, and that’s a game-changer. When someone already understands the ins and outs of the industry, they can hit the ground running and bring fresh, strategic thinking to the table.
That said, coworking isn’t just a service - it’s an experience, a vibe, a community. And that’s hard to fake. The real challenge comes when a partner doesn’t live that day-to-day. Without that context, it’s easy to miss the mark on tone, timing, or what matters to your members.
So while there are great people out there doing great work, the sweet spot is always someone who gets coworking - and gets your brand, too.
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Some space owners might feel anxious hiring a marketing employee, especially if this is one of their first hires.
What should small space owners take into consideration before making the decision to hire?
Totally valid concern. Hiring your first marketing person, especially in a small team, can feel like a big step. That’s why it’s crucial to start with why.
Why do you need this person? What exactly will they bring to the business? And how will their work help move things forward?
If you’re clear on that, the next step is to define their role properly. A lot of small businesses are used to wearing a dozen hats, so when they bring someone new on board, they’re not always sure where one role ends and another begins.
That’s where things can get tricky.
Even a simple, well-defined scope gives your new hire something solid to stand on. It helps you both stay aligned, especially early on, and it gives them space to grow into the areas where they really shine.
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What about combining two positions into one?
Many spaces might consider that if they don’t have the budget for two full-time employees, combining for example a marketing and a community manager into one role. Are there any downsides when looking for this person?
Ah yes, the infamous five-legged sheep :)
When I first stepped into the coworking world, I was hired as a Chief Happiness Officer - a title that covered everything from community to marketing campaigns. So I get it. And like most things in coworking, it’s a bit of a balancing act.
On the plus side, combining marketing and community can actually be a smart move, at least in the early stages. The person running your community knows your members. They hear the stories, see the energy, and experience the space day in, day out. That makes content creation and storytelling way more authentic and way less of a chase.
But here’s the other side: community management is a full-on role. It takes presence, care, and a lot of emotional energy. Add marketing to the mix, and suddenly you’ve got someone juggling two high-touch, high-output roles - and something’s likely to slip.
If you’re thinking of hiring for a hybrid role, clarity is everything. Be super intentional about expectations. Define what success looks like in each area. Set boundaries, not just goals. And give your hire the tools and structure to manage their time without burning out or constantly playing catch-up.
It can work—but only if you design the role with care.
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If a space has already decided to hire a marketing employee, how would you advice them to find the best employees and craft a compelling job advertisement?
We’ve been running Coworkies, a job board and HR platform for coworking brands, for over nine years now, so this one hits close to home. We’ve seen firsthand how one great hire can completely shift the energy of a space. In fact, our whole philosophy at Coworkies is built around one core truth: great teams build great coworking spaces.
So, where do you start?
First, get clear on why you’re hiring. What gap are you trying to fill? What does this person need to bring to the table—not just in skills, but in mindset, attitude, and contribution to your community?
Once you’ve nailed that, it’s time to write the ad. Here’s the thing: a compelling job post doesn’t mean using trendy buzzwords or copying someone else’s format. It means writing something that sounds like you.
Your space, your team, your energy. Think about your ideal teammate—what would attract them? Start there. Then, if it gets a little too dreamy or intense, you can always tone it down.
When it comes to spreading the word, don’t just rely on one channel. Post it on your website, share it across your social media, and send it out in your newsletter. Most importantly, activate your community. You’d be surprised how many amazing candidates are just one member connection away.
And if you’ve got a bit of budget, put it toward niche, targeted platforms—like Coworkies or even LinkedIn, depending on the role.
Hiring isn’t just another task—it’s a big moment. Treat it like one. Make it intentional. Make it visible. And above all, make it yours.
From my experience, here are the top 3 things to include in your job ad:
1. A glimpse into daily life at your space
What’s it actually like to be part of your team? Describe the pace, the rituals, the energy. Do you kick off Mondays with a team coffee? Celebrate wins with members? This kind of detail helps candidates imagine themselves in the role, and gets the right ones excited to apply.
2. What success looks like in the role
Go beyond the task list. What will this person actually achieve in their first 3, 6, or 12 months? What kind of impact will they have? Sharing this sets clear expectations - and helps ambitious people see where they can make a difference.
3. Your team’s tone, values, and personality
You’re not just hiring for skills - you’re hiring someone who’ll add to your culture. So be yourself in the ad. Whether you’re bold, warm, playful, or purpose-driven, let that shine through. The right people will feel it and want in.
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Thank you very much for sharing your knowledge, Pauline. Is there anything else you would like to add for the finishing paragraph?
To wrap things up, I’ll just say this: there’s no one-size-fits-all approach.
For some coworking brands, working with an agency might be the smartest move. For others, bringing someone in-house makes more sense. And both are totally valid.
The key is knowing what works best for your business - your team, your goals, your stage of growth. As long as the decision is intentional and aligned with where you’re headed, you’re on the right track.
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Next week summer is going to be even closer, and we will discuss:
"Summer Event Ideas 🌞"
Excited to “see” you there 😁
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If you missed last week's newsletter, check it out here:
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.
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See you next Wednesday and happy coworking! 🥳
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Harzer Str. 39
Berlin, 12059, Germany
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