Empathy-led HR: How Bank Indonesia closed the gap between policy and employee engagement
At Bank Indonesia, HR change didn't start with a system rollout. It started with empathy. Led by Job Analyst Ias Ari Mahaputra Naibaho, the team reframed HR communication to feel human - and backed it with smart tech to make answers easy to find.
The result: fewer missed messages, stronger engagement, and tools that save time across the board.
The 'LOL problem' holding HR back
Inside the bank, HR messages were getting lost. Employees reported low awareness, overload of formal communication, and lack of adoption - the "LOL problem."
Drawing on his experiences as a cancer survivor and a professional who had worked in IT, strategic procurement, and in Papua & West Papua, Ias saw the gap firsthand. Policies needed to feel like stories people could relate to, not rules sent from afar.
From memos to stories - with AI doing the heavy lifting
The team built "Tribe" content - short-form, empathy-led storytelling that explains HR policy in plain language. They paired it with a PowerApps-based FAQ (FAQ MSDM) and an AI chatbot, APSI, so people could get answers fast without chasing emails.
When the FAQ usage spiked by +1,426 in a single day, they knew the shift was working. Stories pulled people in; self-service tools kept the momentum. If you're new to Power Apps, here's the platform they used: Microsoft Power Apps.
Creativity inside a formal culture
This wasn't easy in a central bank environment. Early internal video views were low, and the tone felt too formal for how people consume content today.
The team responded with surveys, a softer tone, and short-form storytelling. Distribution got smarter too: dynamic placements via email signatures and WhatsApp stickers. Most importantly, interns, culture ambassadors, and the BI Employee Union (IPEBI) co-created content - sharing the load and extending reach.
What moved the needle
- Short-form video with a soft-selling tone, focused on real employee needs.
- Dynamic placements in everyday touchpoints (email signatures, WhatsApp stickers).
- A co-creation network with interns, culture ambassadors, and IPEBI.
- Self-service answers via FAQ MSDM and the APSI chatbot to reduce repeat questions.
- Continuous feedback loops using surveys and simple analytics signals.
Results that matter
HR branding took off across internal platforms (SharePoint, Power Apps) and external channels (Instagram via @whatsonipebi), generating nearly 1 million total views and a sharp rise in followers.
On the efficiency side, the FAQ and APSI handled nearly 300 questions in a month, cutting repetitive workload and giving people time back - a direct win for work-life balance and service quality.
Recognition
These efforts earned industry recognition at the HR Excellence Awards 2025, Indonesia: a silver trophy for "Young HR Talent of the Year" awarded to Ias, and a bronze trophy for "Excellence in HR Communication Strategy" awarded to Bank Indonesia.
The principle that guided the work
"Turn policies into stories that honour both performance and well-being - and you'll build an organisation where excellence and humanity grow together."
A simple playbook you can use
- Map the real pain points: where people get stuck, ignore, or misread policy.
- Translate each policy into a 30-60 second story with one clear action.
- Place content where employees already spend attention (inbox, chat, signatures).
- Build a creator squad: interns, ambassadors, and union reps to co-own content.
- Stand up a searchable FAQ and a lightweight chatbot for instant answers.
- Measure signals weekly: views, completion, FAQ spikes, repeated questions.
- Protect team energy: reuse formats, batch production, and keep copy tight.
If your HR team needs a fast way to upskill on AI tools and workflows, explore curated options by role here: AI courses by job.
Final word for HR leaders and operators
Empathy is your edge. Listen first, then build. Technology and trends help, but messages land when they feel personal and useful. Make policies relatable, keep answers close to the moment of need, and invite employees to create with you.
That's how policy turns into behaviour - and how engagement becomes the baseline, not the exception.
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