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Transforming Your Brand with Employer Branding: Why It Matters in Indonesia


Happy Young Executive. Employer branding is important to build cohesive, dynamic and agile company culture in today's competitive market
Employer Branding Matter in today competitive market

In today's competitive business environment, transforming your brand is not just about changing your logo or slogan; it's about creating a compelling employer brand that resonates with Indonesia's unique corporate culture and workforce. Employer branding has become a crucial factor in attracting top talent, shaping company culture, and driving business success in Indonesia. In this blog post, we'll explore why employer branding matters and how you can leverage it to transform your brand and achieve your business objectives in Indonesia's dynamic corporate landscape.


The Importance of Employer Branding in Indonesia's Corporate Culture

Indonesia's corporate culture is a tapestry of traditional values, such as hierarchy and respect for authority, woven together with modern aspirations for innovation, growth, and work-life balance. To succeed in this environment, companies must create an employer brand that bridges the gap between these seemingly contradictory elements and appeals to the diverse needs and preferences of Indonesia's workforce.


A strong employer brand not only helps you attract the right talent but also shapes your company culture, drives employee engagement, and ultimately, impacts your bottom line. Consider these eye-opening statistics:

  • 69% of Indonesian job seekers would reject a job offer from a company with a bad reputation, even if they were unemployed (LinkedIn)

  • Companies with highly engaged employees outperform their competitors by 147% (Gallup)

  • A strong employer brand can lead to a 28% reduction in turnover (Glassdoor)


Transforming Your Brand from the Inside Out

To build a compelling employer brand in Indonesia, you must start by transforming your brand from the inside out. This means aligning your employer brand with your company's values, mission, and business objectives. It also means creating a company culture that resonates with Indonesia's unique cultural sensibilities and aspirations.


For example, Indonesian workers highly value a sense of belonging and familial ties in the workplace. Companies that foster a culture of inclusivity, teamwork, and mutual support are more likely to attract and retain top talent. Additionally, Indonesian workers are increasingly seeking out companies that offer opportunities for growth, learning, and development. By investing in employee training and career advancement programs, you can position your company as an employer of choice in Indonesia.


Strategies for Building a Strong Employer Brand in Indonesia

To transform your brand and build a strong employer brand in Indonesia, consider the following strategies:

  1. Define your employee value proposition (EVP): Your EVP is the unique set of benefits, rewards, and experiences that your company offers to its employees. It should align with your company's values and business objectives while also appealing to the aspirations and preferences of Indonesia's workforce.

  2. Engage your employees: Your employees are the face of your employer brand. Engage them in the process of defining and shaping your company culture. Encourage open communication, gather their feedback, and empower them to be authentic brand ambassadors.

  3. Leverage digital platforms: Indonesia is one of the world's most active social media markets. Leverage digital platforms, such as LinkedIn, Instagram, and Facebook, to showcase your employer brand and engage with potential candidates. Use storytelling and visual content to bring your company culture to life and create an emotional connection with your audience.

  4. Partner with local institutions: To expand your reach and credibility, partner with local universities, industry associations, and community organizations. By collaborating with respected institutions, you can tap into new talent pools, gain valuable insights into Indonesia's workforce preferences, and position your company as a socially responsible employer.


Transforming Your Business Objectives Through Employer Branding

By investing in employer branding, you can transform not only your company culture but also your business objectives. A strong employer brand can help you:

  • Attract and retain top talent, reducing turnover and recruitment costs

  • Boost employee engagement and productivity, leading to better business outcomes

  • Enhance your company's reputation and brand equity, attracting more customers and investors

  • Foster a culture of innovation and adaptability, enabling your company to thrive in Indonesia's dynamic business environment


Real-Life Examples of Strong Employer Brands in Indonesia

Several companies in Indonesia have successfully built strong employer brands that have transformed their company culture and attracted top talent. Here are a few notable examples:

  1. Gojek: This ride-hailing and delivery startup has become one of Indonesia's most attractive employers by fostering a culture of innovation, agility, and social impact. Gojek's employer brand emphasizes its mission to improve lives through technology, its collaborative and inclusive work environment, and its opportunities for personal and professional growth. The company's strong employer brand has helped it attract and retain top talent in a highly competitive industry.

  2. Bank Mandiri: As a state-owned bank, Bank Mandiri has traditionally been associated with a bureaucratic and hierarchical culture. However, the bank has successfully revamped its employer brand to attract younger, tech-savvy talent by emphasizing learning, development, and work-life balance. Bank Mandiri's employer branding initiatives, such as its "Mandiri Young Talent" program and its "Mandiri Hackathon" event, have helped it position itself as an innovative and dynamic employer in the banking industry.

  3. Tokopedia: This e-commerce giant has built a strong employer brand by creating a culture of transparency, collaboration, and customer-centricity. Tokopedia's employer brand highlights its flat organizational structure, its open communication channels, and its commitment to employee well-being and development. The company's strong employer brand has helped it attract and retain top talent in Indonesia's highly competitive tech industry.

  4. Unilever Indonesia: This consumer goods giant has consistently been ranked as one of Indonesia's top employers, thanks to its strong employer brand that emphasizes diversity, inclusion, and purpose-driven work. Unilever Indonesia's employer branding initiatives, such as its "Unilever Future Leaders Program" and its "Unilever Sustainable Living Plan," have helped it attract and retain a diverse and talented workforce that is committed to making a positive impact on society and the environment.

These real-life examples demonstrate how companies in different industries can successfully build strong employer brands that transform their company culture, attract top talent, and drive business success in Indonesia.


Conclusion: By learning from the success stories of companies like Gojek, Bank Mandiri, Tokopedia, and Unilever Indonesia, you can develop a strong employer brand that truly resonates with Indonesia's unique corporate culture and workforce aspirations. Remember, transforming your brand through employer branding is not a one-time event but an ongoing journey that requires commitment, creativity, and collaboration.


At Bedrock Asia Brand Consultancy, we are here to guide you on this journey. Our team of experienced consultants will help you craft a compelling employer brand that attracts top talent, shapes a thriving company culture, and drives long-term business success in Indonesia. Contact us today to schedule a consultation and take the first step towards transforming your brand through the power of employer branding.


Don't let a lackluster employer brand hold you back from achieving your business objectives in Indonesia. Contact Bedrock Asia Brand Consultancy today to schedule a consultation and discover how we can help you unlock the power of employer branding to transform your company culture, attract top talent, and drive long-term success in Indonesia's dynamic business environment.

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