Discover how Compa builds community and generates demand using Getro's job board platform. Learn how they generate 4,000+ monthly views from their target buyer, build signal-driven lead generation playbooks, and grow their brand with Getro.
Charlie Franklin, CEO of Compa, reveals how Getro, a job board and network management platform, became the cornerstone of their brand-building strategy, generating 4,000+ monthly views from their exact target market.
“I kept getting emails from customers saying, ‘Hey, do you know someone hiring for this role?’ or ‘I’m quietly looking — know of anything?’ I was already playing matchmaker. It just wasn’t scalable.”
What started as casual and manual matchmaking evolved into a sophisticated community-building strategy that's now central to Compa's go-to-market strategy.
Compa serves a focused buyer: heads of compensation at large enterprises.
“They’re analytical and care deeply about market signals,” Charlie explains. “So traditional marketing — ads, outbound — doesn’t always resonate.”
Compa entered a market dominated by established players who had been absorbed into large professional services firms. These legacy competitors had two critical weaknesses:
"We made an observation, our competitors had left their customers hanging to dry on innovation and community. Those became our attack vectors to play our own game instead of playing theirs."
Instead of a cold outbound GTM motion, Compa invested in curated community experiences: private dinners, customer-hosted product workshops, and a brand built around being the insider’s community for compensation pros.
Getro became a key part of that playbook.
“We said to Evan [CEO of Getro], ‘What if we scraped our customers’ job boards and filtered only the compensation roles?’ He said yes. We shipped it.”
Suddenly, Compa had an on-brand job board populated with roles across its customer and prospect network — a magnet for the exact personas they wanted to engage.
Franklin's strategy was clear: position Compa at the center of the compensation community.
The implementation was strategic:
That job board wasn’t just for helping current customers hire. It became a low-effort, high-impact account-based sales channel.
"I regularly get an email from a customer that's like, 'Hey, can you make sure this is featured on your job board?'" Franklin notes. The job board has become a valuable touchpoint for maintaining customer relationships.
The team uses the job board as a non-intrusive entry point for prospects. When they spot a target company posting a compensation role on LinkedIn, they add it to their board and drop a helpful comment that it has been added to the job board. Then drop the link. "The effect that has for prospects is we're already doing something valuable for them," explains Franklin. "I view this as an alternative to spamming them with a bunch of boring emails for two years."
The job board reinforces Compa's position as the hub of the compensation community. It's one tool in their constellation of community-building efforts that creates the perception that "the most innovative comp people are hanging out with Compa."
The numbers tell the story:
"I see a line that is just dramatically sloping upward... You think about my reach – the people viewing that are the exact people I want to be spending time with us."
Franklin's approach represents a fundamental shift in B2B Revenue and GTM motions:
"I have a broader view on marketing. When your GTM is account-based, to a very focused set of companies, leading with value instead of just spamming is the best way to do it.... We love [Getro], it’s been a big win for us"
For Charlie Franklin, the success of Compa's job board isn't just about lead generation – it's about ecosystem building. "We're always looking for more ways to generate demand by doing valuable things for our customer community."
About Compa: Compa is a compensation AI platform built to think like a comp expert. Trained on your strategy and powered by Compa’s market data to guide every pay decision.
About Getro: Getro helps B2B revenue teams to build community-led growth strategies through job boards, talent networks, and a network management platform.
Book a call with our team to see how you can put your network to work.