Bitkub Group is the largest blockchain technology and digital asset company in Thailand. Driven by their passion for the motto “Believe & Beyond,” the company strives to build a digital economic infrastructure that bridges the gap between the traditional world and the digital realm. Their goal is to create a safe and confident environment for people to transition between these worlds, not only in Thailand but also on a global scale.
Piyanuch Limapornvanitch, the Group Chief People Officer at Bitkub, brings over two decades of experience in leading transformative HR strategies across various sectors, including technology, retail, and fashion. In this insightful interview, Piyanuch shares her leadership philosophy, her journey at Bitkub, and her views on the challenges and trends shaping the future of HR. She also offers valuable advice to aspiring HR professionals, particularly women, and discusses how she stays motivated as a leader. In an interview with Women’s Tabloid, Piyanuch Limapornvanitch shares her leadership journey, insights on the evolving role of HR in the digital age, and advice for women aiming to make a mark in the profession.
What is your core philosophy when it comes to people management and leadership?
We need to treat people like people. They shouldn’t be treated as transactions or just as units of labor. When you empathize with them and truly understand their needs, you create meaningful impact and help them find purpose in their work.
This philosophy aligns with empathetic leadership, which is central to my approach. Empathetic leadership means putting yourself in others’ shoes, understanding their perspectives, and responding with compassion and support. By doing so, we build stronger, more trusting relationships with our teams. This creates a culture where people feel valued and heard—leading to greater engagement, innovation, and long-term success for both individuals and the organization.
How has your role evolved since joining Bitkub? Can you share some of the key initiatives you have led so far?
When I joined Bitkub, the company was at a different stage of development. We were transitioning into corporatization, focusing on enhancing processes and strengthening both organizational culture and structure.
One key initiative I have led is infusing the leadership DNA into the organization, establishing a new set of competencies required for Bitkub’s growth. This includes focusing on our company culture and core values, ensuring they align with our evolving business needs.
Additionally, we’ve been focused on strengthening our teams’ capabilities to remain competitive in a fast-changing industry. To maintain our leadership position in the digital asset space, we have worked to uplift organizational capabilities across critical teams, including innovation & technology, operations, and digital marketing.
We also strengthened Bitkub University, an internal platform that offers courses developed by our teams to promote continuous learning and development. Think of it as a “growth buffet” for employees. After all, when you feed your people knowledge, they’re much better equipped to tackle challenges and stay ahead of the game.
In your opinion, what are the biggest challenges HR leaders face today, and how can they be addressed?
One of the biggest challenges HR leaders face today is managing the shifting career perspectives across multiple generations in the workforce. With Gen Z entering the workforce in increasing numbers, we see a new approach to career paths, company structures, and employee engagement.
A key question that arises is: Should we redesign career paths to meet the needs of this generation? Do we maintain rigid career structures, or do we offer more flexible options? Is it possible for employees to pursue dual careers, working with us while also exploring opportunities elsewhere?
As someone who believes in people-first strategies, these questions are particularly important to me. It’s critical that we understand how to best support employees while aligning with their evolving expectations. At the same time, we need to balance these needs with those of the organization, ensuring we create an environment that attracts and retains talent in an increasingly competitive landscape.
How do you approach creating a workplace culture that promotes both innovation and employee well-being?
Recently, we established the Culture Council, a group of employees from various career levels and diverse backgrounds. The Culture Council plays a key role in shaping Bitkub’s culture. Because they represent a variety of perspectives, they have a deep understanding of the needs of our people from different functions and roles.
In 2025, the key focus of the Culture Council will be:
- Promoting employee well-being
- Enhancing workplace culture
- Creating an innovative, motivating office environment to support employees
Additionally, we launched our own Bitkuber’s Voice Survey, an engagement survey that collects feedback and suggestions from our employees. This helps us identify key areas for improvement and refine our strategies to address any issues, ensuring we continue to foster a supportive and dynamic workplace. If an employee sneezes, we want to know—just to make sure we’re doing things right. (Just kidding! But feedback is always valuable.)
With your experience across multiple industries, what trends do you see shaping the future of HR?
One of the most prominent trends shaping the future of HR is the rapid growth of industries in a fast-paced environment. As industries evolve quickly, there are increasingly aggressive demands from business stakeholders. At the same time, we face a shortage of talent and a noticeable decline in employee engagement.
This trend is significantly impacting HR practices. In response, I believe it’s essential to revisit the HR operating model—how we operate, what we prioritize, and what we de-prioritize. HR leaders must double down on strategies that drive growth, enhance talent engagement, and improve workforce capabilities. Think of HR like a GPS—it’s constantly recalculating to find the best route. We need to ensure we’re on the right path to help both people and the organization succeed.
What advice would you give to aspiring HR professionals, especially women looking to step into leadership roles?
My advice is simple: Have courage, and believe in what you are doing! Trust your abilities and stay true to your values.
It’s important to be open-minded and adaptable, but also to stand firm on your principles when necessary. As an HR professional, you’ll interact with a variety of people—some will come to you for advice, others will bring complaints, and some may escalate issues to you. It’s critical to prioritize your own well-being. If you’re not physically or mentally healthy, you won’t be able to effectively support others.
As you transition into a leadership role, I recommend establishing a personal support system. This has been invaluable to me over the years. I’ve made a list of what truly matters to me, both personally and professionally, and have found ways to stay motivated and maintain a healthy balance. A fun fact: one of my support systems is a professional laundry service I’ve used for 10 years! I love the smell of fresh clothes, and it helps me enjoy a worry-free workweek. And hey, if your laundry can make you smile, you’re doing something right!
Lastly, don’t hesitate to ask for help when you need it. Leverage the skills and expertise of others—you’ll be amazed at the superpower that comes from collaboration.
How do you personally stay motivated and continue to grow as a leader?
As a leader, my motivation comes from seeing my team grow stronger, employees feeling happier, and the workplace improving. I’m even more motivated when I know that the best practices we’ve implemented are being shared and scaled across the organization, creating a broader impact.
When the people around you grow, it lifts you in multiple ways—personally, professionally, and emotionally. The success and growth of others provide the momentum I need to keep pushing forward and continue evolving as a leader. It’s like a team effort—when everyone’s a winner, you’re a winner, too!
Piyanuch Limapornvanitch’s approach to leadership and people management highlights the importance of empathy, flexibility, and continuous growth in today’s fast-paced world. Her emphasis on understanding the evolving needs of employees, fostering a supportive workplace culture, and adapting to industry changes offers invaluable insights for HR professionals. As she continues to drive change at Bitkub, Piyanuch’s dedication to creating a people-centric environment is not only shaping the company’s future but also paving the way for the next generation of leaders in HR. Her advice serves as a guiding light for those looking to make a meaningful impact in the field, encouraging them to trust their abilities, maintain balance, and collaborate for success.
