GOJEK
100k Follower Playbook
2x
the follower count on life@gojek Instagram channel
1500+
average likes per post
Top 3
most impactful brand assets for emplyer branding
The Challenge: Building and Maintaining an Engaging Employer Brand
Gojek’s Life at Gojek initiative aimed to position the company as a gold standard tech employer, especially among young professionals in Indonesia. The goal wasn’t just to post company updates—it was to become an industry voice, offering bite-sized, informative career content to drive early buy-in and top-of-mind recall for prospective talent.
A key challenge was language accessibility—Bahasa was dominant in Indonesia, but as a multinational company (MNC), English was prioritised to align with global talent acquisition. This posed an engagement barrier that needed to be addressed through highly visual storytelling.
MY ROLE:
Design Specialist, Gojek, India
I led the visual content strategy & execution, ensuring that every piece was:
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Highly engaging & visually dynamic, leveraging Gojek’s renewed 2021 illustration style.
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Strategically optimized for social media algorithms, experimenting with different content types.
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Rooted in storytelling, making the brand feel relatable, informative, and aspirational.
This involved crafting multiple creative formats, collaborating with illustrators, digital marketers, animators, and content strategists to refine the approach.
Design Strategy:
Visual storytelling: Originally designed for product branding, the Gojek 2021 illustration style was adapted seamlessly for employer branding
Expressive, character-driven storytelling, which made career narratives feel personal & relatable. Flexible colour palettes & dynamic compositions, allowing for visually engaging, scroll-stopping content. Regionally resonant aesthetics, making it a natural fit for storytelling in Southeast Asia’s digital culture.
Our content and design strategy focused on engaging young professionals across Indonesia, Vietnam, Singapore, and India—with Indonesia as the core market.
Why target a younger audience?
While Gojek isn’t always hiring junior talent, the Life at Gojek employer branding (EB) channels weren’t built for the 35+ demographic, who were typically recruited through events, peer networks, leader following or direct outreach.
Instead, EB’s goal was to establish long-term brand affinity, ensuring that when the right opportunity arose, Gojek was already top-of-mind as an employer of choice.
Visual Consistency & Brand Recognition
By maintaining a cohesive aesthetic, using Gojek’s signature colours and illustration motifs, the content was instantly recognisable. Posts felt authentic to the brand, reinforcing trust and familiarity among followers.
The carousels posts that featured professional development tips using easy-to-absorb, bright and positive visual story-telling consistently drove high engagement—often leading in saved posts, a strong indicator of perceived value
Leveraging pop-culture narratives, the learning experience simplified complex concepts into highly engaging, and shareable content.
Empathy and emotional story-telling
A World Mental Health Day post (2020), combining an emotive illustration with a well-crafted caption, became one of the highest-performing posts , highlighting how design could turn sensitive topics into shareable, impactful content.
Beyond design, I crafted the narrative and messaging to spotlight Gojek’s commitment to mental well-being—championing open dialogue and de-stigmatisation.
With 7,400+ likes and 39 comments, the post reinforced Gojek’s well-being culture.
Typography & Readability
Typography wasn’t just about aesthetics—it was about cognitive ease. We refined text placement, ensuring key information was scannable and digestible in seconds. Posts with structured text hierarchy and strategic whitespace consistently outperformed those with dense copy.
Motion Design
Design wasn’t just static—we experimented with animation post-pandemic, With teams dispersed and filming not always feasible, I paired dynamic visuals with voiceovers to keep the content engaging and immersive.
Key lessons and reflections
Beyond engagement numbers, the impact of Lifeatgojek was tangible i new employee surveys, ranking as a top 3 channel that influenced their choice of employer.
Never underestimate your audience.
People crave high-quality, insightful content—the challenge is to deliver it consistently.
Not every piece works, but a solid strategy ensures long-term wins.
Learning from audience behaviour, testing and iterating your solutions is the way forward.
Sustained impact requires balancing novelty & consistency.
While it’s tempting to chase new formats, maintaining content discipline ensures continued growth
The stumbles in presenting dense stories?
...were expertly smoothed over
More Images—Because We Nailed
Quantity and Quality
By 2021, we’d brought on two more designers for this account, and I was leading the charge across social (Instagram, Twitter, LinkedIn), internal requests (referral campaigns and mailers), events, video campaigns, and local hiring efforts in Indonesia. But hey, that’s a story for another time…
