At WeWork, the community team makes up the majority of the global workforce, so there’s a constant need for high-volume hiring and pipeline building. This role is unique, rooted in hospitality and member experience. But community manager can mean different things at different companies.

In 2022, I partnered with Universum to film a campaign to define and showcase what this team does. Our goal was to attract talent, inspire belonging, and promote a new employee value proposition. I had end-to-end ownership, including concepting, vendor and stakeholder management, production, and distribution.

We interviewed six real-life community team members of different levels to give an authentic glimpse into their scope and impact, filmed at one of WeWork’s signature buildings in New York. We launched a hero video and three additional 30-second videos, each focusing on one persona (community associate, community lead, community manager). Following the social campaign, the videos live on WeWork’s careers site and serve as a critical resource for recruiters when interacting with candidates.