Marking its 20th anniversary, Up Romania gifted NFTs to its employees in order to thank them for being part of the Up team and to encourage among them a comprehensive understanding of the potential of blockchain technology.

The NFTs, which are a form of digital art, were created using artificial intelligence, with the company's positioning statement being entered by an artist along with elements of the brand's visual identity, and the AI generated three design variations.

Although NFTs (non-fungible tokens) have been around since 2014, their popularity has skyrocketed during the pandemic. Companies can introduce NFTs into extra-salary benefit packages to increase employee engagement and loyalty. While Gen Zers are most attracted to digital assets and new technologies, there is real interest among older generations too.

Building on this reality, making NFTs available as employee benefits also helps attract talent, who are well aware of the benefits of this technology. Over time, they can help improve recruitment, retention, and retention strategies.

"We wanted to mark our 20th anniversary in a unique way and to anchor ourselves in the blockchain technology reality. We look to the next 20 years and know that the benefits for employees will be different, as will the employees who are unique. They want to be part of a team with shared values and experiences. We are all focused on understanding new technologies and making them part of our DNA," said Elena Pap, general manager of Up Romania. 

The factors that drive employees to engage in their work vary depending on the person and the field of activity. Consequently, organizations need to be aware of the social changes that can influence employees to stay motivated at work and to stay engaged in their jobs. Benefits offered in the form of NFTs help build and maintain a community and become part of employee recruitment, retention, reward, and loyalty strategies.

About Up Romania: 

Up Romania is part of the Up Group and serves over 25,000 clients and over 800,000 beneficiaries. With a 20-year presence in Romania, the company offers various motivation tools and financial solutions that are beneficial for companies' business performance:

1. Products and services that facilitate employees' everyday life by providing access to benefits in many areas – Up Dejun, Up Cadou, Up Cultură, Up Vacanță cards, childcare vouchers; 
2. Flexible benefits platform - Up MultiBeneficii;  
3. Interactive digital incentive and reward solutions – STIM Online;  
4. Dedicated services for traders;  
5. Tailor-made solutions for modernising the social action sector 

- social vouchers, social vouchers for kindergarten; www.upromania.ro