Workshop Brochure - Society of Petroleum Engineers

Society of Petroleum Engineers
10 March 2013 | Bahrain International Exhibition and Convention Centre | Manama, Bahrain
SPE Talent and Retention Workshop:
Branding—Looking at it From Both Sides
Who Should Attend
• Oil and gas young professionals
who want to take control of their
personal brand
• HR professionals
• Present and future industry
professionals, influencers, leaders,
and decision makers
Committee Members
Co-Chairperson
Najwa Al-Azaimi
Saudi Aramco
Co-Chairperson
Wadii El-Karkouri
Schlumberger
Dina Khudairi
Baker Hughes
Hamed Mohamed
Tatweer Petroleum
Hekmat Hamza Bani
Hashem
ZADCO
Henry Edmundson
Schlumberger
Layla Janahi
Tatweer Petroleum
Mohammed Al-Saadi
Dolphin Energy
Raida Al-Alawi
University of Bahrain
Shabir Hussain
Petroleum Development Oman
Workshop Description
Brand matters. This workshop will have discussions on how branding will help
improve the career prospects of professionals in the oil and gas industry.
Perceptions affect critical decisions. Personal branding is a strategic process. It is about
intentionally taking control of how others perceive you and strategically managing those
perceptions to help you achieve your goals.
Branding provides the power of recognition and reputation for products AND people.
Brand is a recognisable source of a promise of relevant, differentiated benefits.
Workshop Objective
To help participants learn to use branding as a tool to accelerate career success.
Workshop Learning Points
• What brand are you?
• Branding and gender issues
• Branding and HR issues
• Branding and young professionals
• Inside out
Never underestimate the power of branding.
www.spe.org/events/13hrwb

WORKSHOP
Branding—Looking at it From Both Sides
Sponsorship Support
Gold Sponsor
Luncheon Sponsor
Sponsorship support helps offset the
cost of producing workshops and allows
SPE to keep the attendance price within
reach of operations-level individuals,
those who benefit most from these
technical workshops.
Sponsors benefit both directly and
indirectly by having their names
associated with a specific workshop.
While SPE prohibits any type of
commercialism within the conference
hall itself, the society recognises that
sponsoring companies offer valuable
information to attendees outside the
technical sessions.
Sponsorship Categories
Sponsorships are offered on a first come
basis. Please contact SPE to verify the
availability of a particular sponsorship.
Existing sponsors have the opportunity
to renew the same level of sponsorship
for annual workshops.
• Platinium Sponsorship
• Silver Sponsorship
• Bronze Sponsorship
• Coffee Breaks Sponsorship
• Audio-Visual Equipment Sponsorship
Sponsorship Benefits
In addition to onsite recognition; SPE
will recognise sponsors on the SPE
website and in all printed material for the
workshop. Based on the sponsorship
selected, sponsoring companies also
receive logo visibility on promotional
workshop items.
For More Information
For a detailed list of available
sponsorships, including benefits and
pricing, contact Norvie Tungcul at
ntungcul@spe.org.
Sunday, 10 March 2013
0800–0900 hours Welcome Refreshments, Registration, and Badge Collection
0900–0905 hours Hotel Safety and Security Briefing
0905–0920 hours Welcome Remarks from Co-Chairs
0920–0940 hours Opening Keynote Address—What is Branding?
0940–1005 hours Session 1: How Can “Branding” Affect Gender Issues in HR?
Session Chairs: Dina Khudairi, Baker Hughes; Hekmat Hamza Bani Hashem, ZADCO;
Layla Janahi, Tatweer Petroleum; Shabir Hussain, Petroleum Development Oman
Companies use “branding” as self-promotion through a variety of means in order to attract and retain loyal employees and
customers. A successful brand self-promotes, breathes loyalty, and offers consistency in the quality of the service it offers.
Several factors influence the brand image that a company would like to portray including the type of product or service that is
being promoted as well as cultural and gender factors that impact on the brand image. Branding is a critical component to a
customer’s purchasing decision.
Personal branding, by definition, is the process by which we market ourselves to others. As a brand, we can leverage the
same strategies that make these celebrities or corporate brands appeal to others. This positive branding should serve to open
opportunities with the new employers as well as improve their chances of career advancement and success. Company and
individual branding are not independent entities, but are two sides of the same coin.
The best asset that most organisations have is their people. As a result, the HR discipline is becoming an integral part of any
organisation. Companies today need a balance of women and men at leadership levels to promote balance and diversity in the
workplace. Diversity in the work environment promotes acceptance, respect, and teamwork. Companies that overcome certain
diversity issues often achieve greater productivity, profit, and company morale.
The main objectives of this workshop are to examine what can be done to make it easier for individuals from both genders to
improve their own brand image and thus help a company address gender issues in relation to hiring and career advancement.
1005–1020 hours Coffee Break
1020–1110 hours Interactive Round Table Discussion
• How does your company disseminate the company’s brand qualities to its employees?
• How does your organisation ensure that the diverse branding of different ages and cultures work harmoniously?
• Managing Expectations—Do female bosses brand themselves well? Or are they branding themselves as an Iron Lady?
• Recruitment for Manpower—What are the brand qualities that your organisation looks for when recruiting potential
employees?
1110–1145 hours Team Building and Video Presentation
1145–1200 hours Group Photograph
1200–1300 hours Luncheon and Prayers
1300–1345 hours Young Professionals Insight and Sharing Experiences from the Attendees
1345–1445 hours Panel Session: The Challenges of Internal and External Branding
Session Chairs: Hamed Mohamed, Tatweer Petroleum; Henry Edmundson, Schlumberger
Raida Al-Alawi, University of Bahrain
The way organisations present themselves both internally and externally must satisfy two key challenges. The brand must
represent the true high-level aspirations of the organisation and at the same time speak to and satisfy the employees’ sense of
belonging to the organisation.
High-level corporate strategy may include its position on developing local capability, its diversity ambitions, its ethical
standards, and other key social issues besides its goals as a business.
The employee’s sense of belonging depends on whether the brand truly reflects the organisation’s ability to motivate and
develop its workforce, and provide a stable and responsible working environment.
Satisfying these challenges may require different priorities and emphasis whether the perspective is external or internal. A
strong external brand is important for relations with partners and government and for recruitment of talent. Internally, a strong
brand is essential for coherent team spirit and retention.
In both cases, what is most important is ensuring that the perception of the brand coincides with reality. This panel will explore
the issues companies face in ensuring brand satisfies their employees’ requirements.
• How does your company disseminate its brand values to society?
• How does branding help women to successfully balance their career and personal life?
• What qualities does your company value to ensure effective communication and create a brand for itself?
1445–1500 hours Closing Keynote Speech
1500–1530 hours Raffle Draw and Workshop Wrap-Up

www.spe.org/events/13hrwb
General Information
Workshop Venue
Bahrain International Exhibition and Convention Centre
Building 158, Avenue 28, Sanabis, Block 410
PO Box 11644, Manama, Bahrain
Tel: +973.1755.8800 | Fax: +973.1755.5513 | Email: beca@beca.bh | Website: www.beca.bh
Workshop Guidelines
Format
One (1) day of informal discussions prompted by selected keynote presentations and discussions. Workshops maximise the exchange of
ideas among attendees and presenters through brief technical presentations followed by extended Q&A periods. Focused topics attract
an informed audience eager to discuss issues critical to advancing both technology and best practices. The majority of the presentations
are in the form of case studies, highlighting engineering achievements, and lessons learnt. In order to stimulate frank discussion, no
proceedings are published and the press is not invited to attend.
Documentation
• Proceedings will not be published; therefore, formal papers and handouts are not expected from speakers.
• Work in progress, new ideas, and interesting projects are sought.
• Professionally-prepared visual aids are not required; handwritten view graphs are entirely acceptable.
• Note-taking by participants is encouraged.
Attendance
Registrations will be accepted on a first-come, first-serve basis. The Steering Committee encourages attendance from those who can
contribute to the workshop most effectively either in discussions or with posters. A mix of attendees in terms of geographic origin,
companies, and disciplines will be encouraged.
Workshop Deliverables
• The Steering Committee will appoint a “scribe” to record the discussions and to produce the full workshop report for SPE.
• This report will be circulated to all attendees as the workshop deliverable within 4–6 weeks following the workshop. The copyright of
the report is with SPE.
• PowerPoint presentation materials will be posted on a specific SPE URL address after the workshop. Provision of the materials by
the speakers will signify their permission for SPE to do so.
Commercialism
In keeping with workshop objectives and the SPE mission, commercialism in posters or presentations will not be permitted. Company
logos must be limited to the title slide and used only to indicate the affiliation of the presenter and others involved in the work.
Attendance Certificate
All attendees will receive an attendance certificate attesting to their participation in the workshop. This certificate will be provided in
exchange for a completed Workshop Questionnaire.
Continuing Education Units
Attendees at this workshop qualify for SPE Continuing Education Units (CEU) at the rate of 0.1 CEU per hour of the Workshop.
Registration Information
This is a nonresidential workshop. The registration fees include all workshop sessions, coffee breaks, and luncheons. The registration
fees are as follows:
USD 250 SPE Member
USD 300 Nonmember
Cancellation and Refund Policy
• A processing fee of USD 100 will be charged for cancellations received before the registration deadline 10 February 2013.
• For cancellations received after the registration deadline, 10 February 2013, 25% refund will be made to the registrant.
• No refund on cancellations received within seven (7) days prior to the workshop date, i.e. on or after 3 March 2013.
• No refund will be issued if a registrant fails to attend the workshop.
Registration Policy
• Registration fee MUST be paid in advance for attending the workshop.
• Full fixed fee is charged regardless of the length of time that the registrant attends the workshop.
• Fixed fee cannot be prorated or reduced for anyone (workshop co-chairpersons, committee members, speakers, discussion leaders,
students, and registrants).
• Attendees are expected to attend all workshop sessions and are not permitted to attend on a partial basis.
• Delegates with no proof of advance payment are required to pay onsite by cash or cheque, present a copy of the wire transfer, or
submit a letter from their company guaranteeing payment of the workshop fees.

REGISTRATION FORM
Branding—Looking at it From Both Sides
10 March 2013 | Bahrain International Exhibition and Convention Centre | Manama, Bahrain
Important: Attendance is limited and is not guaranteed. Early registration is recommended. Please print or type in black ink.
Registration Fee MUST be paid in advance for attending this Workshop.
First Name/Forename__________________________________________________ Middle Name___________________________________________________
Last/Family Name________________________________________________________________________________________ SPE Member? ❒ Yes ❒ No
Member No.__________________________________________ Job Title_____________________________________________________________________
Company/Organisation_______________________________________________________________________________________________________________
Street or P.O. Box Number_____________________________________________________________________ City___________________________________
State/Province___________________________________ Zip/Postal Code___________________________ Country___________________________________
Telephone____________________________________________ Facsimile
Email (required)____________________________________________________________________________________________________________________
WORKSHOP
Workshop Fee includes: Technical sessions, materials, luncheon, and coffee breaks.
Accommodation is NOT included in the workshop registration fee.
Workshop Fee: ❒ USD 250 for SPE Members ❒ USD 300 for Nonmembers
IMPORTANT: All fees paid to SPE are net of taxes. The registration in this form do not include any or withholding taxes. All such taxes will be added to
the above-mentioned registration fees in he invoice.
Credit Card (Check One): ❒ American Express ❒ MasterCard ❒ Visa
NO REFUNDS will be granted on cancellations after 3 March 2013.
o Yes o No
Do you wish to present a poster? (subject to selection)
Do you wish to be considered a Discussion Leader? (subject to selection) o Yes o No
If yes, please indicate which subject you would like to present on: ________________________________________________________________________
Card Number (will be billed through Society of Petroleum Engineers) Expiration Date (mm/yy) Security Code
Name of Credit Card Holder (printed) _________________________________________________________________________________________________
Signature (required)___________________________________________________________________________ Date_______________________________
Please inform us of mobility or special dietary needs_____________________________________________________________________________________
Payment by Bank Transfer: IMPORTANT—For reference: Please quote “13HRWB” and name of delegate
Make Payment to: HSBC Bank Middle East, Jebel Ali Branch, P.O. Box 66, Dubai, UAE
Account Name: SPE Middle East DMCC Account Number: 036-217131-100 (USD) Swift Code: BBMEAEAD
IBAN: AE180200000036217131100
Cancellation and Refund Policy:
• A processing fee of USD 100 will be charged for cancellations received before 10 February 2013.
• For cancellations received after 10 February 2013, 25% refund will be made to the registrant.
• No refund on cancellations received within seven (7) days prior to the workshop date, i.e. on or after 3 March 2013.
• No refund will be issued if a registrant fails to attend the workshop.
Not an SPE Member?
Join SPE when you register and
save money by paying the lower
member registration fee.
A portion of your dues is
allocated to a JPT subscription
and is not deductible or refundable.
Visa:
SPE Middle East, North Africa, and India will assist in providing a visa invitation letter, upon request in writing, to confirmed registrants after receiving full payment of registration fees.
Visa invitation letters take five days to issue from the date of request and it is the delegate’s responsibility to obtain their own visa. SPE cannot issue the visa nor can we guarantee it
will be obtained.
13HRWB
For questions or additional information contact: Norvie Tungcul at ntungcul@spe.org.
To submit your registration online, please visit the event website at: www.spe.org/events/13hrwb.
Alternatively, you can email this form to: formsdubai@spe.org, or fax it to: +971.4.457.3164.