Case Study: Bukalapak builds a future-ready talent pipeline and boosts hires with LinkedIn Talent Solutions

Bukalapak turned a strong employer brand into a strong talent pipeline with LinkedIn

Bukalapak is an Indonesian tech-driven all-commerce company serving over 110 million users and 23 million MSMEs. Facing a tight talent market where demand outstrips supply, the company needed to recruit highly qualified, future-ready talent to support rapid business growth and turned to strategic recruitment marketing on LinkedIn as its primary channel.

Bukalapak implemented a two-pronged LinkedIn strategy—using LinkedIn Recruiter and Jobs for immediate hiring while investing in consistent employer branding to build a long-term talent pipeline—with tailored messaging for junior and senior candidates and regular multimedia content. Over two years the approach nearly doubled LinkedIn followers and delivered strong outcomes: LinkedIn influenced 57% of hires, job posts averaged a 20% application rate (35% higher than top peers), and Jobs & Life Page views were 222% above the peer median.

Bukalapak

Cindy Tanudjaja

Head of Talent Acquisition & Employer Branding