Case Study · Hibob
Hibob
CASE STUDY / HIBOB
The Engagement
What 5W did for Hibob.
CASE STUDY / HIBOB
HiBob
Technology | HR Tech & Future of Work | SaaS
HiBob is an HR tech company that bridges the gap between managers, employees, and HR teams through a platform that resembles a social media site more than traditional HCM software. Founded in Tel Aviv in 2015, HiBob tasked 5W with establishing a U.S. presence by building executive media profiles, supporting company news and data studies, and positioning leadership as thought leaders. 5W kicked off the program with a Series A+ funding round and has driven significant year-over-year media growth since.
5W identified multiple opportunities for HiBob media mentions in the U.S. To support financial news, the team employed embargo and exclusive pitching strategies to penetrate business and HR tech outlets. Beyond announcement support, ongoing thought leadership outreach drove high-impact coverage, leveraging spokespeople including HiBob co-founder and CEO Ronni Zehavi, current CMO Sarah Reynolds, former CMO Rhiannon Staples, and Director of People + Culture Annie Rosencrans. Spokesperson insight covered the gender pay gap, quiet quitting and quiet vacationing, the Great Resignation, employee engagement, employee monitoring, workforce management, DEI&B/inclusivity, and how to thrive as a remote employee. 5W also created and fielded annual data studies on Gen Z in the tech sector and women in the workplace - pitched under embargo and used for thought leadership all year through phone and Zoom interviews, written commentary, and bylined articles.
STRATEGY
RESULTS
- 10.1B earned media impressions in under three years
- Coverage in Fast Company, Forbes, Fortune, Financial Times, Inc., Elite Daily, TechRepublic, the New York Post, HR Brew, FOX Business, Newsweek, HR Morning, HR Dive, and more
- HiBob's growth from startup to industry unicorn - now one of the highest-valued private companies in its sector
FAQ
How do international tech companies enter the U.S. media market—
International tech companies enter the U.S. market through a sequenced program: an anchoring funding announcement, multi-spokesperson thought leadership across business and HR tech outlets, and proprietary data studies that turn the company into a publisher cited by reporters. HiBob grew from Israeli startup to industry unicorn through this approach.
What is HR tech PR—
HR tech PR drives visibility for HCM platforms and people-management software through workforce trend commentary, executive thought leadership, proprietary research, and announcement support - targeting outlets that reach HR leaders and the broader business audience.
How does 5W use proprietary data studies in PR—
5W creates and fields proprietary data studies that turn clients into ongoing news sources. The HiBob program fields annual reports on Gen Z in tech and women in the workplace, pitched under embargo and reused for bylined articles, interviews, and trend commentary throughout the year.
What outlets cover HR tech and the future of work—
Top outlets include Fast Company, Forbes, Fortune, Financial Times, Inc., HR Brew, HR Dive, HR Morning, TechRepublic, FOX Business, Newsweek, and the New York Post.
What workforce trends are HR tech companies covering—
Active topics include the gender pay gap, quiet quitting and quiet vacationing, the Great Resignation, employee engagement, employee monitoring, workforce management, DEI&B, and remote-work performance.