HiBob's CMO on Building Leadership Communities

HiBob has announced the global launch of its 'In Good Company' chapters, a community-building initiative shared by Chief Marketing Officer Sophie Chesters designed to connect HR professionals in local markets around the world.

The programme represents a shift in marketing strategy for the HR platform provider, moving beyond traditional demand generation tactics towards community-led engagement.

For Sophie, the approach reflects a broader recognition among marketing leaders that building authentic connections with target audiences requires creating spaces for meaningful dialogue rather than simply broadcasting messages.

"These are spaces where people can have real, meaningful in-person discussions about the challenges and opportunities shaping the future of work, particularly as organisations navigate the complexity of the AI era and look to harness its potential for their people and performance," she says.

The initiative positions HiBob to shape conversations happening within key markets while simultaneously building deeper relationships with the HR leaders who represent its core customer base.

Community as go-to-market strategy

In Good Company chapters are run by HR leaders and consist of small, recurring gatherings – from roundtables and panels to more informal meetups and discussions.

Supported by HiBob, these chapter leaders act as community leaders and create spaces focused on connection, learning and shared experience. The marketing strategy behind the programme centres on empowering customers and prospects to lead conversations rather than positioning HiBob as the sole voice of authority.

These gatherings bring global HR topics into local settings and contexts, fostering a more connected and collaborative ecosystem built on shared experiences and new perspectives. Community members gain access to insights from leading external experts in HR and people management, alongside HiBob's own leaders.

This model could offer a template for building engaged communities around complex B2B products where buyers face rapidly evolving challenges.

Marketing to changing buyer needs

HR teams are seeing significant transformation in their roles, with research from the Hackett Group suggesting that HR's workload is expected to rise by nine per cent across 2026.

This, Hackett Group says, is because 83% of organisations are expecting more from their HR teams, despite operating budgets only increasing 1%.

"Leaders are clear on the priorities – greater flexibility, stronger resilience and smarter use of technology," Amanda Newfield, Global HR Applied Intelligence Programme Leader at The Hackett Group, says.

"What's holding many back is the growing gap between aspiration and capability. The organisations that will lead are those willing to reimagine how work gets done, not just adding new tools to legacy processes."

According to HiBob, changes such as these are causing HR leaders' roles to expand beyond their traditional responsibilities, with many leaders looking for more meaningful ways to connect and share insights as they navigate this shift.

This creates opportunity for HiBob to further establish itself as a strategic partner to HR leaders throughout a phase of transformation. By creating a space where HR professionals can have honest conversations and learn from one another, In Good Company addresses that need for connection while building brand affinity.

Christine Song, founder of the private membership network 5 to 9 Society and an In Good Company community member, says of the programme: "One thing we all learned post-pandemic was the importance of being part of a community. We all know it is 'lonely at the top,' but the loneliest role is that of an HR leader.

"With In Good Company, you are surrounded by HR peers, so you are never on your own."

Sophie continues: "With AI-driven business transformation placing a huge burden on HR, teams must learn, act fast, and adapt together. It is a reality they cannot ignore. It will take more than tools; they need a space to share ideas and shape the future together.

"In Good Company fills that gap, creating a home for people-first conversations that inspire change and strengthen connections worldwide."