<![CDATA[Human resource management is a key factor in ensuring the sustainability of Joger’s unique character and its competitiveness within the highly competitive creative industry. This study aims to analyseJoger’s human resource management strategies and examine the implementation of humanistic-based human resource management at Joger’s “word factory,” a creative company known for its cultural identity, creative wordplay, and distinctive Balinese service. The research method employs a qualitative approach using a literature review design combined with descriptive analysis. Data were collected through non-participatory observation and documentation at Joger’s “Word Factory.” The findings of this study explain how Joger develops a strong work culture, a values-based recruitment process, service-oriented employee training, and efforts to maintain employee loyalty. This study concludes that human resources are central to Joger’s success because the company’s source of creativity is rooted in and stems from the quality of its people. Keywords : creativity;employee loyalty;employee training;leadership;work culture]]>
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