Learning The Importance of Corporate Branding With Energy Company, ExxonMobil Indonesia

On 20 March 2019, the Corporate Brand Communication and Strategy classes of Bakrie University’s Communication Science program, led by Ms Rizka Laksmi and Ms Andriani Ganeswari, had the opportunity to visit ExxonMobil Indonesia, one of the international oil and gas companies with a long presence in Indonesia. Sitting high on the 28th floor of

Wisma GBKI where the company is located, Mr. Tezhart Elvandiar, Issues Management and Media Relations Manager and Mr. Ardi Prastowo, Communications Advisor, kindly shared the insights of the company to the students.

The visit commenced around 11 am, starting off with an ice breaking session followed up with an ExxonMobil company overview by Mr Tezhart. ExxonMobil Indonesia is committed to explore, develop, and produce energy to meet the needs of Indonesian people. They highly regard integrity and discipline as their core values. He also stated that, process is as important as the outcome. If an oil exploration managed to gain significant barrels of oil but negatively affects the environment, then it’s better not to take the job.

ExxonMobil Indonesia has upstream and downstream operations. In upstream section, they have projects in Cepu Block where they partner with Pertamina: Banyu Urip field which started producing oil in 2008, and the latest Kedung Keris Project, was discovered in April 2011 and located 16 km apart from Banyu Urip. In the downstream section, ExxonMobil mainly produces high performance lubricants, and supplies wholesale fuel to selected commercial and industrial customers and retail mogas fuels in Indonesia.

Mr. Tezhart then clarified one of the most common misconceptions about foreign energy company regarding control of profits. In reality, ExxonMobil Indonesia is under a Production Sharing Contract (PSC) / Kontrak Kerja Sama (KKS) with the Indonesian government and regulated by SKK Migas. This means the Indonesian government gets most of the entitlement. The employee structure also comprises of 96 percent of Indonesians and only four percent foreigners.

Moving on to the next part, Mr. Ardi stepped up to present about ExxonMobil Indonesia corporate branding. Capturing stories is an essential part of a branding effort. Just like a good company does, ExxonMobil Indonesia also engages with the local community to help develop the surrounding community. They have captured stories such as waste management program in Karangagung village in Tuban, implementation of biogas program in Sumurpandan, Gayam village in Bojonegoro, and natural dyeing batik program in Tuban.

Other than that, the company also supports local potential students by giving them intensive training and carefully selecting them for later employment. Mr. Ardi then explained about one of the most important aspects of branding process – the corporate logo. When it comes to the logo, turns out there is a certain guideline to comply to, especially regarding any publication that involves the company. This is because ExxonMobil Indonesia wants to manifest the company values in every aspect, and by letting the company values guide the work of the employees, stakeholders would perceive ExxonMobil Indonesia rightly.  

Upon finishing the presentation, came the Q&A session. Amongst the many questions, the students were interested in the company’s Corporate Social Responsibility programs and the effort to develop sustainable energy resources. After answering all of the questions satisfactorily, a placard of the university was handed to ExxonMobil as a sign of appreciation for the company visit closed by a group photo and lunch together.