Up Romania enters the blockchain universe by offering anniversary NFTs to its employees

On the occasion of 20 years of activity, Up Romania offered its employees NFTs, with the aim of thanking them for being part of the Up team and to develop among them a comprehensive understanding of the potential that blockchain technology has .

The NFTs, which are a form of digital art, were created using artificial intelligence. The company’s positioning statement was introduced by an artist, alongside elements from the brand’s visual identity, and the AI ​​generated three design variants.

Although NFTs (non-fungible tokens) have been around since 2014, their popularity has skyrocketed during the pandemic. Companies can introduce NFTs into fringe benefits packages to increase employee engagement and loyalty. Although Gen Z is most attracted to digital assets and new technologies, there is real interest among older generations as well.

Starting from this reality, making NFTs available as fringe benefits helps to attract talent, who know very well the advantages of this technology. Over time, they can help improve employee recruitment, retention and retention strategies.

“We wanted to mark our 20th anniversary in a unique way and anchor ourselves in the blockchain technology reality. We look to the next 20 years and know that fringe benefits will be different, as will employees, who are unique. They want to be part of a team with shared values ​​that gives them experiences. We all aim to understand new technologies and include them in our DNA”, said Elena Pap, general director of Up Romania.

The factors that drive employees to engage in their work vary by individual and industry. Consequently, organizations must be aware of social changes that can influence employees to stay motivated at work and remain engaged in the work they do. Benefits offered in the form of NFT help build and maintain a community and become part of employee recruitment, retention, reward and loyalty strategies.