Designing Human Capital Management System in Creative Industry (Case Study: KutipanX)

In the creative industry, advertising sector contributes significantly to economic growth and requires skilled employees to produce innovative content. Due to the lack of an established human capital management system, KutipanX faces challenges in maintaining consistent employee performance and managing talent effectively. This research evaluates the current HCM practices at the KutipanX, identifies key gaps in performance and talent management, and proposes a systematic HCM. The study adopted the mixed-methods approach, involving qualitative interviews with the CEO and quantitative employee-based surveys. The findings indicated a poor HCM maturity level at KutipanX with gaps in leadership practices, workforce optimization, and learning capacity. To bridge the gaps, the study proposes a structured HCM system intended for performance monitoring, evaluating the competency, training programs, and workforce planning. The proposed framework aims to align employee contributions toward the achievement of organizational goals, enhance engagement of the employees, and process employee activities. This research provides a practical HCM framework for improving employee productivity and achieving sustainable growth in the creative industry.