What does it take to build trust and meaning in complex B2B markets? In this episode of Shaking the B2B Tree, Rob Skinner sits down with Abs Hassanali, Global Head of PR and Comms at Basware, to explore the ideas, risks and lessons that have shaped his career in communications.

Abs shares how a background in philosophy and politics shaped his approach to storytelling, why PR must translate the technical into the human, and how early career failures taught him that leadership is built through learning, not certainty.

He reflects on taking roles before feeling “ready”, the importance of mindset over skillset, and why culture and values matter as much as experience when building teams and partnerships.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

In this episode, Rob speaks with Brendan Jeanetti, Content & Social Media Manager at Workable. Brendan shares how his background in music, podcasting and independent creative work shaped the way he approaches HR marketing today - with an emphasis on authenticity, community, and truly understanding the people you’re speaking to.

He discusses how AI is reshaping marketing workflows, why over‑reliance on generic content is causing sameness across the industry, and why nothing replaces real conversations with HR professionals to understand what actually matters to them.

Brendan also explores how HR teams themselves are working under increasing pressure, why buzzword‑driven content rarely resonates, and how influencers, events and social content can work only when brands prioritise credibility over noise.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

In this episode, Rob is joined by Clare Moore, communications manager at Brightmine, for a conversation about how AI is reshaping the way HR teams search for guidance and what this means for marketers who want to stay visible.

With more than 20 years working in HR focused comms, Clare explains why brands now need to prove their authority through consistent, insight led content rather than relying on traditional search tactics.

She also talks about the pressures facing HR departments, from the latest Employment Rights Act changes to the practical challenges of managing data, budgets and employee expectations.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/