WeWork named Sprint Chief Marketing Officer Roger Solé its new CMO, giving the embattled company a new top marketer tasked with a turnaround amid the COVID-19 crisis
Despite the variety of challenges, some say the economic recovery following the global shutdown of many states and countries could actually create some new opportunities for WeWork. For example, as companies look to downsize their offices and more employees opt to work remotely even after the crisis, WeWork could be in a position to win over a whole different type of officer worker.
According to Snyder, WeWork for starters should explain what it’s doing to make spaces safe and to show that the sharing economy is still worth engaging in despite any potential risks. Snyder said that could also include exploring the potential of merging with other co-working companies which could help “make the argument that they are stronger together.” Another idea along those same lines is to “pump up” the networking effect that it claims to have.
According to Ferrazzi, WeWork will need a “saving grace” such as a formal program such as peer-to-peer coaching and other ways to create “true inter-dependency” that will make people want to work from a WeWork rather than their current setup at home. If WeWork can get the brand positioning right, some think the company could benefit from the post-pandemic shift beyond WeWork’s usual member base of startups and independent workers. Cal Lee, the founder of WorkThere—a digital platform that lists more than 5,000 cowering spaces—suggested people might choose to split time between WeWork and home or WeWork and their usual office.
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