Elevating HR: A culture-focused approach with empathy, creativity, and impact

As work becomes more digital and dispersed, human-centered HR design isn't a luxury, but a necessity.

- By MARK DIMAISIP

When people think of HR, they often imagine checklists, compliance, and control. It's associated with rules and procedures, not creativity, storytelling, or inspiration. But HR can be all of that—and more.

Done right, HR is where design meets behavior, empathy meets systems thinking, and culture becomes something you can feel, not just follow. At Globe, where I lead Culture Building, Employer Branding, and Employee Experience, I treat HR as a creative discipline: one that understands how Filipinos think, connect, and collaborate.

We value pakikisama: harmony, relational cues, and shared decisions. We often wait for permission before acting, and we thrive in communities. That insight informs my work: to reshape workplace culture in ways that are inclusive, accessible, and co-created, not dictated.

DIGITALIZING EMPATHY: CARING AT SCALE

My Employee Experience Design journey started five years ago, in the middle of a lockdown. When COVID hit, physical connection vanished. Our challenge became clear: supporting 8,000+ employees across the archipelago, consistently, meaningfully, and humanely.

We turned to technology—but not to automate, rather to amplify care.

We built DUDE (Digital Usher for Disasters and Emergencies), a wellness chatbot that greeted employees daily with thoughtful, varied messages. When someone is unwell, DUDE connects them to help: mental health support, medicine, or even hospital beds during COVID surges.

Then came Wanda, our whimsical recognition fairy. She democratized appreciation through witty, heartfelt e-cards for all occasions: Valentine's Day, Buwan ng Wika, National Heroes Day, or even regular Tuesdays. These weren't templates. They were scrapbook-worthy, culturally rich, and emotionally resonant.