PurposeThe family business literature indicates that non-family employees (NFEs) working in private family firms often feel marginalized effecting their ability to flourish at work and contribute to the organization beyond their defined job roles. Therefore, this study examines whether enabling NFEs to craft their own jobs, leads them to reappraise their position in the organization, thus influencing workplace flourishing (WF) and supervisor-assessed extra-role behaviour (ERB).Design/methodology/approachBuilding on the Conservation of Resources theory, a set of hypotheses is posited relating the three dimensions of job crafting (resource seeking, challenge seeking and job demand reduction) to ERB, through WF as a mediator. The hypotheses are tested through matched employee–supervisor data collected from 256 individuals working in private family firms, where 232 were NFEs while 24 individuals were supervisors.FindingsThe result generated through PLS-SEM indicates that all three dimensions of job crafting have a positive influence on WF. In the case of direct effect on ERB, only the direct relationship between challenge seeking and ERB was significant. However, the relationships between all three dimensions of job crafting and ERB became positive and significant through WF as mediator.Research limitations/implicationsThe implications of this study is that merely empowering NFEs to craft their own jobs may not lead them to contribute to the organization beyond their routine tasks. However, if they appraise such empowerment as a resource gain sufficient enough for them to feel that there are flourishing at the workplace, and then it is likely to influence their commitment to the organization to exhibit significant ERB. The study however is limited, as other potential exogenous variables that influence ERB were not considered.Practical implicationsThis study presents evidence for family business owners and managers to provide the pertinent resource support to their NFEs, so that they can flourish and contribute to the employer.Originality/valueThe current study contributes to the under-researched and fragmented literature on NFEs working in family firms. Furthermore, this appears to be among the first study that looks into workplace flourishing and ERB among NFEs in the realm of family business.