If you spend even a few minutes speaking with Reno Rafly, you immediately understand why Paxel feels different. She talks about people with the same energy others reserve for strategy meetings or product launches. For her, the heart of Paxel’s growth is not just its logistics network but the experience of the people who make the business run every day. She believes that the company has a chance to make a real difference in Indonesia, and that begins with the people inside it. As she shared, “I see there’s a lot of opportunities to make a significant impact in the nation’s economy through our solutions.”
Stepping into a fast-growing tech-enabled logistics company meant facing both excitement and pressure. Reno saw that to deliver great service to customers, the team had to feel supported, connected, and inspired. “The challenge is how we can work better together across the regions, define a new standard of service excellence, and deliver positive experiences for our customers. To do that, we must first have a positive experience for our team and create a culture of continuous improvement.”
Building a Culture That People Feel Every Day
Reno believes culture is not written in documents. It is practiced in the daily habits of leaders. As she says, “Culture starts at the top. It should be ingrained in how we lead, how we make decisions, and how we give open and honest feedback to our leaders and our peers.” At Paxel, one of the ways this comes alive is through their weekly TownHall sessions, where updates, performance highlights, and cross-functional collaboration needs are openly shared. The company also keeps communication lines open by allowing anyone to message anyone through their internal platform, including senior leaders. The intention is simple: make people feel safe to speak up and take part.
Reno’s global HR experience influences how she listens and leads. “Each of my experiences brings a unique perspective on how things are done in an organization, how leaders should lead, and how to bring people together to work for a common purpose.” At Paxel, she focuses on watching the team, leaning into their strengths, and supporting them through coaching. “Paxelians are innately passionate in what they do, so I am supporting them through coaching and to help them see what’s possible.”
Innovation Through People and Technology
Working in logistics means balancing operational urgency with people experience. Reno sees technology as a partner in this balancing act. “We see technology as an important part of our business and in elevating people’s experience. The key is to define which manual tasks and processes that can be reduced or eliminated completely while providing a better experience to our team.” Paxel is moving toward more AI integration, believing that it can unlock new potential when used thoughtfully.
Her approach to HR technology is grounded in practicality. “We are not looking for the bright, shiny things. What’s most important is how the tech can enable the team to leverage their human superpowers to perform their best.” The goal is always to make work easier, more meaningful, and more accessible to everyone across the nation.
This people-first mindset is also seen in how Paxel measures impact. Surveys, program evaluations, and the Paxelian Voice feedback cycles help the team adjust initiatives so they stay relevant to employees’ needs. People Partners also partner closely with business leaders to design improvements that matter.
One of the projects Reno is most proud of is the Paxel Hackathon. Created to give employees a space to share ideas beyond their job descriptions, the initiative received more than 70 submissions nationwide, including entries from Paxel’s couriers known as Heroes. Winning solutions are already set for implementation. For Reno, this proved something powerful: when people are given the right platform, they rise. “It’s amazing to see when given the right platform, people will share their ideas and inputs that are novel and out of the box.”
A Judge’s Perspective at the 2025 HR Stars Awards Indonesia
As a judge for the 2025 HR Stars Awards Indonesia, Reno carries the same clarity and purpose she brings to Paxel. She is excited to recognise the HR professionals driving meaningful change across organisations. “There are amazing initiatives that are driven by outstanding HR professionals. I cannot wait to give the credits and kudos they deserve.” For Reno, great HR work begins with understanding the real problem, collaborating with the right partners, and building solutions that are relevant, impactful, and sustainable. These are the qualities she looks for as she reviews this year’s entries.
Through everything she shares, one thing becomes clear. Reno believes in people. She believes in their ability to create, grow, innovate, and uplift. And in a company like Paxel, where kindness is a mission and collaboration is a way of life, her vision continues to help shape a culture that is ready to grow with Indonesia’s changing future.
