The role of Human Resources (HR) has transformed significantly over the years. Once focused on administrative tasks like payroll and onboarding, HR is now a key driver of organizational growth and employee well-being. Today’s HR professionals ensure employees are supported mentally, emotionally, and physically while also leading upskilling programs and workshops to foster continuous development.
In fact, according to the World Economic Forum’s 2023 Future of Jobs Report, six out of 10 workers will require training before 2027, yet only half of the workforce currently has access to adequate training opportunities. Leadership, resilience, and lifelong learning are high on the priority list for upskilling, reflecting the growing expectation for HR to play a more strategic role in talent development.
Leading HR with Innovation and Sustainability at APP Group
At the forefront of this HR transformation is Marcus Budimulia, Chief Human Resources Officer at APP Group. Marcus not only manages people but also integrates sustainability into APP’s culture, aligning employee growth with the company’s larger goals. He fosters a workplace where employees are empowered to innovate, grow, and contribute to a sustainable future.
Marcus begins each day addressing urgent matters, followed by a focus on advancing APP’s overall mission and supporting individual employees. He stays in constant communication with project leaders to monitor progress and assesses how the HR department can enhance initiatives. His structured, strategic approach keeps him aligned with both immediate tasks and future planning.
Having started his career in sales, Marcus transitioned into HR, where he found his passion for improving the workplace and advancing APP’s mission. “Though both [sales and HR] interact with many people, HR gives me more satisfaction to do what we could to continuously improve for our own colleagues,” he explains. At APP, sustainability is central, and Marcus ensures it’s woven into employee activities and KPIs: “We always make a conscious purpose and decision to insert a topic or session on the importance of sustainability in our employee activities and messages.”
Milestones of Impact in HR Leadership
One of Marcus' key achievements is uniting APP’s global HR teams and driving continuous innovation. He’s implemented cutting-edge technologies and initiatives that support the company’s Sustainable Roadmap Vision 2030 (SRV2030), such as improving diversity and inclusion, with a goal of 30% of senior management roles at headquarters filled by women. Currently, 27.46% of these positions are held by women, supported by programs like talk shows and workplace facilities for female employees.
Talk shows are conducted to equip female employees with the extra skills and exposure to help them succeed in their career goals. There are also designated parking slots and lactation rooms for expecting mothers. These initiatives help create a more supportive environment while also contributing to SRV2030's progress.
Marcus and his team also introduced ATOWN, APP’s first metaverse platform, inspired by the animated film Zootopia. This innovation allowed employees to learn at their own pace, significantly reducing training costs and boosting HR productivity. Another breakthrough, Gen AI 4 Omni, improved HR competency assessment by 78%, offering faster training and evaluation processes through virtual simulations and digital tools. “Our purpose is to present the complex APP world into a platform that external and internal parties could have a better understanding,” he says.
As with any job, Marcus encounters various challenges, many of which can be unpredictable. To navigate these obstacles, he adheres to guiding principles: “We always refer to what is best for the organization and what we can do for the employees within reasonable guidelines and boundaries.” By upholding these values, he strikes a balance between the company’s needs and the welfare of its employees, fostering a fair and supportive workplace environment.
Shaping APP’s Sustainable Future
Although APP’s employees have encountered sustainability in their daily work and social life, Marcus believes it is still a topic that needs to be regularly communicated through best practice examples in order to create a sustainable mindset for them, their families, and the next generations that follow.
Marcus’ approach to HR and sustainability is grounded in both heart and strategy. He consistently encourages young talents to view HR as more than just administrative tasks. “HR is not just administration; administrative tasks are only a part of the role. A genuine heart for others, an inquisitive mind to learn more about HR best practices, and the humility and agility to grow holistically are essential for creating a sustainable growth trajectory in HR,” he advises.
Under Marcus’ leadership, APP’s HR department helps to shape the company’s sustainable future. By embedding sustainability in training programs, fostering a diverse and inclusive workforce, and implementing cutting-edge digital innovations, he ensures that APP remains at the forefront of global change with sustainability as a driving force.