Putting People at the
Forefront of the Organisation


Home Credit Indonesia (HCI) has enjoyed considerable growth despite its young age. In 2018 it served over 3 million customers and expanded further into Indonesia. With rapid progress and growth, HCI needed to find the right talent to maintain its development and harness its potential. However, due to its young age and tough competition, it was crucial for HCI to start building its employer brand and place it front and center.


Being a new entrant to the Indonesian market, it was important that HCI understood the needs of local talent and their perception of the company. Kalibrr was appointed to map out the talent market landscape and develop relevant employer value propositions that are aligned with the company’s vision as a multinational. Upon completion of this essential first step, HCI also wanted to start working on the branding assets that would be promoted across various channels. This would mark the first phase of its employer branding journey, which is to build presence and create attention that can motivate the relevant candidates to be part of this growing family.

Our Approach :

Kalibrr endeavoured to ensure that we ascertained the EVP, the foundation of the employer brand, from the outset. We conducted thorough research and analysis, talking not only to HCI’s target audience but also with its internal team and management board. Our employer branding approach placed truthfulness, authenticity, and attractiveness at its core both for external and internal parties. It was important that we discovered where external desire, existing employees’ experiences, and management’s vision intersect.

Once we identified the common points of reference, we embarked on creating content planning and development, which included revamping HCI’s entire career website and producing an employer brand video. We made sure to optimise momentum to unveil the new employer brand to the right channels.


HCI’s employer brand, “Empower to Innovate”, is still in use long after we completed the EVP development in 2018. We produced an employer brand video and career website that reflects its newly introduced values. The site had 8,000 visits within the first month of its launch, which was a 68% increase in overall site visits. This success also translated to a 30.4% increase in the number of applications that HCI received within the first month of the site launch. In addition, HCI also enjoyed a high conversion rate that is well above the industry standard.

Today, HCI continues to service even more customers, and we believe that its employer brand has since paved the way for the company to navigate the dynamic changes in the world and maintain its robust performance.

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