What do you do?
"Hi, I'm Ronjoy Bonifacio - Internal Communications Officer for the Internal Communications (IC) unit within Corporate Communications, Marketing & Brand."
So… Got anything substantial from plowing through all those words? Did it really say anything about who I am and what I actually do?
Banish the "blah" – i.e. euphemism for anything crowbarred into a sentence without adding to its value! That’s what I do for a living. We cut through all the noise with concise, meaningful messages to get your attention and emotional buy-in. Also because we don’t want colleagues stumbling through titles, jargon and pretentious run-arounds, only to end up wondering: “What does this have to do with me?” or “So what now?”
Worse case scenario: when there are no questions asked – because “I don’t get it” severs any trail of logical thought.
Death by senseless overload = a tragedy of internal comms proportions.
What's the most interesting part about your work? What do you like best?
No day is the same! A lot of drama and comedy also goes on behind the scenes, provoking reactions ranging from a sigh to a mumbled whine or full-on ranting. But the truth is I really do love it all and honestly wouldn’t want it any other way. Because where’s the fun in an easy victory, right?
What I must say I like best is the team that I work with. There will always be good days and bad days –nothing beats great people who faithfully and patiently stand by you through it all.
What would colleagues be surprised to learn about the job you perform?
It's not just about telling people what they need to know. We have to make them see how they’re part of a bigger picture, then bring that imagery and emotive charge to inspire them to action. And we use the power of truth alone – no place for sensationalism and market-speak here.
Memorable moments?
I was a temp for the first two years. I remember my most ardent prayer shortly before I became permanent: asked the Big Man Upstairs to grant the blessing either as my dad’s birthday gift, or my Christmas gift. I got HR’s confirmation on my application status by 16 November – dad’s birthday – and got my new staff number in time for the festive season! Call me cheesy but it felt like the universe conspired to fulfil my wildest dreams.
What is your fantasy job? Which other company would you choose to work for? Why?
Wanted to be a librarian – every bookworm’s dream, or just me being a geek? Hahah! There was also a time I desired to be a VJ for MTV Asia, or a Broadway star. Back when I was brimming with hormones and too talkative for my own good! Before I found out that there was a place in this world for speed-reading grammar Nazis laden with spelling bee awards all throughout high school.
Where have you worked before Emirates?
Worked as a newspaper editor during my college days and, post-graduation, landed the same kind of job in a textbook publishing house. I soon moved to a PR company in Dubai Media City. Then I became Communications Coordinator for the Middle East subsidiary of an advertising agency based in Toronto, Canada.
Where are you from?
Put it this way: I’m a village girl lost in the big city. Ever ventured past Le Meridien Al Aqah into the quiet outskirts of Fujairah? You’ll find Dibba – the quaint, charming, dusty town where I was born and raised. But I’m originally from the Philippines.
Your hobbies, talents?
I’m deeply fascinated by people and thrive on discovering personal stories. But it’s a struggle because I’m actually painfully shy. Even a bit awkward sometimes. I suppose that explains why reading, writing, listening to music, watching theatre productions and travelling are my comfort zone in terms of hobbies.
But hiding from life and shying away from the unfamiliar is no way to live. And I’ve discovered that in the past five years as, thanks to our great weekday work-hours and two-day weekends, I’ve become an active member of an international Christian organisation dedicated to volunteerism and the empowerment of young adults. I’ve since met more great people from around the world – some as bashful as myself, but only at first. Once you’ve gotten to know us, you’d struggle to get us to tone it down!
Married? Kids?
Not yet. But I’m a closet romantic trying to not make it obvious that I’m waiting for the boyfriend to get creative about it!
Who would you most like to invite to a dinner party and why?
People I’d love to have around and do all the talking for me: The Dalai Lama, Anne Rice, Lang Leav, Paulo Coehlo – too late to add Steve Jobs, Pablo Neruda, Helen Keller and Jose Rizal to the list! Also want to talk to Stephen King to find out how he can have so many eerie things locked in his mind without resorting to serial homicide. And Matthew Macfadyen, so I can tell him “how I most deeply and ardently love” him!
What do you love best about Dubai? Your favourite hangout?
Kinokuniya and Ikea. The first has books and all sorts of things designed to make me giddy and giggly. Ikea has other things that I had no idea I needed – then when you get past the cashiers and realise that you didn’t need that garlic crusher or new pillows, you can console yourself with desserts or a champion-sized shawarma. There’s also some interesting finds in the food section- especially for those like me who can’t cook meals from scratch.
