EMPLOYERS craft a lot of strategies to ensure their key workers will stay long in their company. Some are forced to think out-of-the box to make their programs “cool” to young employees.
Third C. Domingo is one of those employers.
Domingo, the founder and CEO of local advertising agency Ideas Ex Machina (IXM) has crafted novel schemes to make his company very appealing to millennials who comprise more than 50 percent of IXM’s workforce.
A graduate of integrated marketing communication at the University of Asia and the Pacific (UA&P), Domingo believes his university days and training helped him a lot in producing creative advertisements and also innovations to entice his staff to work in IXM.
ICT use
DOMINGO advocates the use of information and communications technology in developing advertisement for their clients.
“Before, there were only two people involved, namely, the creative director and the copywriter,” Domingo said. “Now, the computer programmer is also part of the creative process.” He admits it’s not a walk in the park to combine art and technology. But there is no choice but to bite the bullet to be competitive in the digital age, he added.
Moreover, Domingo said digital technology is important not only because millennials are comfortable in using them, but because there are multitude of ways to send a message these days. The latter basically boils down to technology. “Somebody must be knowledgeable in technology in order for you to reach the audience you want.”
In IXM, there are programmers who complement the team of creative directors and copywriters.
Domingo thinks the millennials are eager to put something in the future as part of their self-fulfillment. To hone their overall personality, IXM provides training to the staff in their areas of competency so they can be equipped with the right tools.
Perks plus
INTERESTINGLY, IXM does not require overtime work to the staff unless it is necessary.
“Doing overtime does not mean you are hardworking in the general sense,” Domingo points out. “It can also mean you are not efficient in your working method.”
Aside from the regular benefits provided by the company, Domingo introduced unconventional perks, such as the “love-life benefit” to motivate the staff. Under the program, a staff of IXM can reimburse his or her dating expenses of up to P1,500, six times on an annual basis.
“Basically, I urge people to go dates with their boyfriend, girlfriend, wife and even the person they are courting. The rationale is to inspire the staff to develop their creativeness by inspiring and motivating them,” Domingo said. “Based on studies, people who are inspired are more creative in their work.”
The staff can also enjoy subsidized Tinder Plus accounts to encourage them to be active in the dating scene. There’s also a “breakup leave” to enable staff to recover from a bad breakup in relationships.
To encourage camaraderie, IXM Movie tickets are also given to the staff for movie viewing in a selected cinema near their office in Pasig City.
For a staff who will get married, IXM will shoulder the wedding reception with a maximum amount of P150,000.
Giving back
DOMINGO describes the early years of IXM as easy even though it had to compete with older and bigger companies. He adds they had a good break getting political clients during IXM’s rookie year in 2010. Gearing up for expansion, XMI also eyes a presence in the Asean market. It’s a dream for Domingo to showcase the company’s talent in a bigger stage.
“I just not want to be the best advertising agency in the Philippines.”
Outside of advertising, Domingo organizes learning communities for street kids with a youth club, called “MalakingMunti” (BigSmall). Because of this, MalakingMunti was inducted to the Ten Most Outstanding Citizens of Muntinlupa City.
Domingo also gives back to his alma mater, teaches copywriting and art direction at the UA&P. Many up-and-coming young creatives in the industry right now came from his class.