Muhamad Yasir is a Certified HR Management Professional with over a decade of experience working across diverse industries. Currently serving as the Head of People at Brick, an open finance startup in Southeast Asia, Yasir leads all aspects of talent management, employee engagement, and daily people operations. His strategic approach and commitment to fostering an inclusive, supportive, and fun culture have earned him recognition as one of Indonesia’s Top 10 Best Chief People Officers (2023) and one of Asia’s Most Innovative Career Coaches (2024). Working closely with Brick’s leadership, Yasir drives transformational HR initiatives that align with the company’s vision, making him a key figure in shaping the future of HR in the region.
Adapting HR Across Industries
Yasir’s diverse experience—from fintech and EdTech to fast-moving consumer goods (FMCG)—has made him a flexible and innovative HR leader.
“I’ve developed a deep understanding of the unique workforce dynamics and organisational cultures within various industries by working in sectors as diverse as fintech, EdTech, and fast-moving consumer goods (FMCG), such as tobacco,” Yasir explains. His ability to adapt quickly became essential, particularly in the fast-evolving fintech space, where rapid scaling and fierce competition for talent demanded flexibility. “In fintech, the rapid scaling of organisations and the constant evolution of technology required HR to be highly flexible and focused on attracting top-tier tech talent in a fiercely competitive market.”
Yasir’s leadership in HR wasn’t limited to fintech. In EdTech, where aligning a workforce with diverse educational backgrounds was crucial, Yasir played a key role in fostering a culture of learning and adaptability. “The challenge was different, as we had to align a workforce with diverse educational backgrounds,” Yasir notes, highlighting the importance of continuous learning in achieving success. Even in the more traditional FMCG sector, he was able to balance innovation with regulatory compliance. “I had to balance innovation with regulatory compliance and social responsibility, ensuring that our HR initiatives aligned with both the company’s values and industry standards,” he says.
Driving Success in Talent Acquisition
One of Yasir’s proudest achievements came during his tenure at Pintek, where he spearheaded efforts that led to an outstanding 97% hiring success rate. His strategic approach to talent acquisition not only focused on filling positions but on attracting top-tier candidates aligned with the company’s vision.
“Achieving a 97% hiring success rate at Pintek through in-house hiring efforts was the result of a comprehensive and strategic talent acquisition approach,” Yasir explains. “We focused on clearly defining job roles and aligning them with the company’s growth plans.” A key element of this strategy was strengthening Pintek’s employer brand. “One key strategy I implemented was strengthening our employer branding by developing a new Employer Value Proposition (EVP),” Yasir says. This EVP highlighted Pintek’s mission and values, ensuring a strong cultural fit for candidates.
Yasir also enhanced the recruitment process by introducing a structured interview framework and data-driven assessment tools, ensuring candidates were evaluated on both current skills and future potential. “We also incorporated data-driven assessment tools to objectively measure technical competencies, helping to minimise bias and improve decision-making,” Yasir explains. This, combined with improved communication between hiring managers, candidates, and the recruitment team, resulted in a seamless hiring process and high retention rates. “By providing a well-structured integration program for new hires, we ensured they were set up for success from day one,” he adds.
Judging the 2024 HR Stars Awards Indonesia
Yasir’s work at Brick, where he focuses on strategic HR initiatives, is a testament to his people-first leadership approach. As a judge, he will evaluate the efforts of HR professionals from across industries, focusing on innovation, employee engagement, and transformational leadership.
Yasir’s track record makes him a valuable addition to the HR Stars Awards judging panel. Reflecting on this opportunity, he says, “I am honoured to contribute to recognising the hard work of HR professionals who are making a significant impact in their organisations.” His unique insights, drawn from years of leading HR transformations, will bring a fresh perspective to this year’s awards.
