WELCOME TO AMSTERDAM
For everything that HR is and will become
15th October 2026 | 8:30 AM - 1:00 PM
Personio Office, Amsterdam
THIS YEAR'S EDITION
One day at the front of HR's next era
The people profession is taking on new shapes and new roles. HUG is where that conversation starts, with the leaders defining what comes next.
HUG has brought 10,000+ HR leaders together over 7 years
WHAT HR IS GROWING INTO
New hats, new roles
Four roles that point to the skills we think will matter most. We've done the thinking; you bring the experience. Together, we'll shape which ones define what comes next.
HR AI officer
Setting the standards for how AI is used
Using AI to hiring and performance decisions
Building AI literacy across diverse team
People intelligence lead
Making people data the most important data
Using metrics that resonate with executives
Translating people metrics into business decisions
Workforce Architect
Building the conditions that help people perform
Engagement tracking and tactical planning
Facilitating employee mentoring and learning
Regulatory strategist
Getting (and staying) ahead of legal regulations
Staying compliant in changing legal environments
Employment law in the age of AI-assisted work
YOUR DAY AT HUG
Come for the thinking,
stay for the building
The morning is for the big questions, the afternoon for putting the answers to work. Here's how it all fits together.
Agenda
Brand & community
Thought leadership
8:30-9:15
Welcome breakfast
Start the day with coffee and some new connections
9:15-9:30
Opening remarks
9:30-10:00
Personio product keynote
The latest innovations and industry insights from Personio
10:00-10:45
Panel discussion
How the "HR AI Officer" role is taking shape at modern organisations
10:45-11:00
Coffee break (15 min.)
11:00-11:45
Fireside chat
Which careers and roles will still exist ten years from today?
11:45-12:30
HR masterclass
Choose your masterclass:
- 1.Turning people data into decisions leadership trusts
- 2.Building the conditions where people do their best work
12:30-13:30
Lunch
Breakfast & lunch is included in the ticket.
JOIN US IN AMSTERDAM
Secure your place
Free participation
Free to attend and easy to join
Limited places
Register early to gain your place
48h confirmation
Your spot will be confirmed quickly
Networking
Engage in conversation with other HR leaders
Personio Office
Van Diemenstraat 298, 1013 CR Amsterdam
Can't make it to HUG in person? No problem.
We’ll stream the opening keynote live in Munich (in English), so you can attend from wherever you are. You’ll receive a link eight weeks before the event kicks off.
Is HUG worth a day away from your desk?
We know that your time is valuable. That’s why we’ve built HUG to be the professional development event of the year. An event where we answer the toughest questions in HR, and paint a vision for the future and the skills that will be required for success. Here’s a look into what you’ll get.
You get to shape the conversation
We’ve built HUG’s leading discussions around the roles we see HR growing into: HR AI Officer, People Intelligence Lead, Workforce Engagement Architect, and Regulatory Strategist. You get to be there as the arguments for each are made, with the chance to shape what’s still up for debate.
You leave with more to use on Monday
Our Personio Masterclasses and product deep dives are built and informed by leading practitioners around real frameworks and best practices. When you get back from HUG, you should have ideas and frameworks that you can use immediately.
You get to see the future of HR before it hits the market
Our “What’s New, Live” sessions walk you through what’s next for Personio’s Intelligent HR Platform before anything is public. And you’ll get the chance to map it against your own setup in a 1:1 setting.
COME JOIN US
HUG, all over Europe
The 2026 edition is not only happening in Amsterdam. You can also attend from:
