Innovation beyond rewards - an Indonesia case study


In a country where only less than 7% of the population has graduate degrees, talent scarcity is arguably the biggest impediment for companies looking to grow in Indonesia. With the growing demand for skilled talent, this has meant a demanding and vocal population of workers, especially the millennials. How in times like these do employers in Indonesia attract and retain the talent they need? The answer lies in developing a compelling and holistic employee value proposition which addresses the rapidly changing needs of the Indonesian workforce.

In this case study, we understand how Bank Tabungan Pensiunan Nasional (BTPN), a large financial institution in Indonesia, developed and communicated an EVP to attract, engage and retain key talent. BTPN’s focused approach to talent management has enabled them to be able to create a strong employer brand in a highly competitive talent market.


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Bank Tabungan Pensiunan Nasional (BTPN), established in 1958 is a leading Indonesian commercial bank, with a minority stake by Sumitomo Mitsui (SMBC) of Japan. With a growing network of retail branches across Indonesia, BTPN employs over 20000 people. For their innovative efforts in leading Indonesia’s financial technology, BTPN was awarded top 50 in Fortune Magazine’s list of companies that changed the world in 2016.

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