Pre-assignment #1: Diversity and Stereotyping on Display in Corporate Website

Company: GoJEK Indonesia | website: ​www.go-jek.com​ | By: Desi Yuliana (107077427)

1. GoJEK Company Profile

GoJEK Indonesia or GoJEK is a genuine startup from Indonesia and one of the most
rapidly growing private public transportation founded by Nadiem Makarim in 2010. It is an
online courier company which uses creative and innovative motorcycle fleets. It is not only a
transportation business, but also covers almost all the scopes of people's needs. GoJEK initially
only provides shuttle service through motorcycle by phone call booking only and until now it
continue to develop and has had 15 types of features and services that have been operating in 50
cities in Indonesia. Before the presence of GoJEK, shuttle service in Indonesia has been using a
motorcycle, known as Ojek, which is a conventional shuttle that is widely used by the public.
The spread of GoJEK based on 3 basic values: speed, innovation, and social impacts to be
solutions for developing countries like Indonesia with the world's 4th largest population
(Azzuhri, et al, 2018).

2. Diversity Analysis
According to Robbins and Timothy (2018), there are two major forms of diversity in the
workplace; Surface-level diversity and Deep-level diversity. Surface-level diversity consists of
gender, race, ethnicity, age, or disability. It is a variances of perceived characteristics. Deep-level
diversity is the variances in values, personality, and work preferences, that are more important to
ascertain the similarity between one and the other.

Figure 1:​ Diversity inconsistency between website and practice

Analyzing of GoJEK website, we can determine the diversity paradigm of this company.
As we can see from the main page, most of the models in the pictures are man, young people,
and artist profession. This is the element of the surface-level diversity, where it leans toward
certain diversity element and undermine other. This company will be more diverse if their
website display balance among all the surface-level diversity elements. They should add more
woman, old people, kids, showing other profession besides celebrity, and other pictures.
 ​Figure 2:​ GoJEK website showing diversity

Figure number 2 represents a more diverse in image usage of the website but, the pictures
are in grayscale, small, at the bottom of the page, and covered by the logo of the services
provided. Nonetheless, the images shows man, woman, kids, and family. In term of representing
profession diversity, it also cover a wide range of profession, such as Doctor, Entrepreneur,
Celebrity, etc. In the other hand, in the reality, GoJEK is a company that engaging and involving
wide range of diversify element of society, from old to young, poor to rich, man as well as
woman, entrepreneurs, local or international, and others. But, this paradigm is not showing on
their website. This inconsistency shows how the diversity ideal has not yet integrated into the
whole company, especially their online marketing division.

3. Stereotyping Analysis
In my opinion, GoJEK website also shows some
stereotyping. For example, in the picture of Go-Food
service, the image displayed is a picture of women, this
shows that Gojek sees women over consumption on food
purchases than men. Other things such as Go-Send service
also featured photos of women, this is a representation of
GoJEK’s assumption that women are also have a habit in
shopping or like to shop a lot more than men. Another
example, Go-Tix service, which was raised with a
photograph of young people watching in the cinema, as an
assumption of young people often watch movies or
cinemas than old people, etc.
 In term of stereotyping related to profession,
GoJEK website still subjects to this problem. The clearest
example is shown in the Go-Med page where GoJEK
associate doctor profession to women as if this profession
is appropriate for women the most. Even when it comes to
taking care of kid who is sick at home, mother is
associated to the situation.

4. Conclusion
GoJEK as a unicorn in which gaining more and more spotlight in market has set up a
good example of company with diversity and minimum stereotyping tendency. But this quality is
not shown clearly in some elements of their website. The vision, mission, value, and action of
GoJEK as a company need to be consistent across offline and online platform and channel of the
company. As shown in this analysis, GoJEK has not there yet. There are still many disintegration
which need to be address to portrait itself as a company that lead the way as a good practice
company which in online and offline platform able to set-up and example and lead the way of
excellent.

Reference
Azzuhri, A.D., Syarafina, A., Amalia, R. (2018), “A Creative, Innovative, and Solutive
Transportation for Indonesia with Its Setbacks and How to Tackle Them: A Case Study of
the Phenomenal GOJEK”, ​Review of Integrative Business and Economics Research, Vol. 7,
Supplementary Issue 1,​ pp. 59
Robbins. S.P., Judge.T.A. (2018), Organizational Behavior. ​Pearson, ISBN-13: 978-0134729329