Sean, any community can appeal to any number of people.
Setting up a community... It's not really that easy, unless you've established one before (I'm not talking from experience here either, I'm no stranger to failure
).
A good thing that gets people to be actively involved in a community is a competition or two, though I'm not quite sure where this can fit in to a company such as yours... I would, however, suggest a feedback forum, in which you can find out what your community likes and doesn't like about your company/site/UBB/etc. It's a good start.
Hopefully Allen will be able to give more helpful advice later.
