Universitas Gadjah Mada
Faculty of Economics and Business

The adaptability is currently needed for Human Resources (HR). The changes in consequence of digitization in the business world encourage human resources to keep evolving. In fact, jobs that are important this days may vanish in the next three years. Therefore, human resources need to equip themselves with the ability to communicate, adapt, and work in teams in addition to their intellectual intelligence. These three important components must be owned by human resources in present and future time.

In the event of “CEO Talk: Personal Branding event: How to Grow in the Current Competitive Market” which were held at Djarum Foundation Auditorium on Friday, 21th September 2018, Korn Ferry Indonesia’s CEO, Satya Radjasa, said that the real examples of these changes in business environment is GO-JEK. He mentioned in his presentation that GO-JEK started as a liaison company between consumers and driver through mobile phone which later transformed into a digital platform that created a technology company. This day, GO-JEK targets itself to be the number one financial technology company in Indonesia within six years. This is one of a form of rapid transformation in the business environment. And of course, this rapid transformation should be balanced with the adaptability of human resources.

In addition to improving the adaptability and ability to work in team of human resources for competing in the labor market, Senior Consultant of Korn Ferry Indonesia, Yanuar Kurniawan (Alumni Accounting-IUP 2006) conveyed that the concept of personal branding is a tool to win the competition. “Personal branding is how to make yourself unique and different from other individuals, not only to be the best or the smartest," said Yanuar. Self branding is something that requires a process. "It is important to always learn something new and enjoy the process in order to create strong personal branding." said Satya, added to Yanuar's statement.

In sharing his experiences of building personal branding, Yanuar said that he went through a heavy adaptation period to adjust his abilities with the company's expectation when he were just a fresh graduate bachelor. He had learnt independently from the condition about how to solve problems that he had deal with before. When the challenges show up, that is the time for him to use his ability and remains friendly despite being depressed. Friendly, confidence and good problem solving skills have become Yanuar’s personal branding, which were obtained after a series of processes at each challenges.

Moreover, it’s not only personal branding in the real world that matters, also personal branding in cyberspace is equally important. This day, social media aspect is quite a consideration for company to recruit a new employee. If there is a mistake of personal branding in cyberspace, it will damage the person’s reputation in the real life as well. In closing his sharing session, Yanuar said “Try it, googling your name, that’s your personal branding in the digital world!”

Source: Alan