Roar Global, a Millennial-founded company, from its inception, has been on a mission to redefine the workplace landscape, embracing the unique work ethos of the millennial generation. As a trailblazing company founded in the era of millennials, Roar recognized the importance of fostering an environment that encourages ambition, creativity, and bold thinking.
Through a dedication to diversity, inclusion, and purpose-driven work, Roar Global has earned its place as one of the Best Workplaces for Millennials in Sri Lanka. Fuelled by this recognition, the company continues to attract top talent, expand its market presence, and empower its workforce to drive innovation and deliver unparalleled results in the ever-evolving digital landscape.
Roar Global CEO – Mustafa Kassim talks about the company’s mission to lead the way in the digital media landscape while nurturing the potential of its employees and making a positive impact on society.
What specific initiatives or practices has Roar Global implemented to create an environment that appeals to millennials and fosters employee satisfaction and engagement?
Roar is a company founded by Millennials, so the Millennial work ethos was always a part of our DNA. The year 2014 — the year we launched Roar Media — was a time when Millennials were entering the workforce and reshaping the modern workplace, and we ensured that our office was conducive to ambition, creativity and an unconventional approach to getting things done.
Our primary focus at the time was storytelling, so it was always important that we build an environment where ideas flow easily and everyone is heard. Today, nine years later, even as we have expanded to ad sales representation with Roar AdX and 3P Media and opened offices across the APAC region, we maintain this spirit across all our teams. Getting serious about business has not meant that we added many layers of middle management or bureaucracy in the process; we value openness and non-hierarchy, where everyone is allowed to make the best decisions related to their work.
Diversity and inclusion are embedded in our culture and values. Two years into our operation, we launched platforms for Sinhala, Tamil and Bangla audiences because we identified the need for an equal representation of voices in digital media. At present, we offer multilingual support and education for our clients and partners because we believe no one should be left behind in the new digital economy. This means our employees also hail from different backgrounds, bringing in myriad perspectives, experiences and talents that have enriched our work and allowed us to build a very broad audience and clientele, both in Sri Lanka and around the world.
We have always been agile and disruptive, which means we are always moving fast and setting bigger benchmarks for ourselves. Millennials have transformed the fields of media and technology in the last decade, and within Roar, our employees, both young and (relatively) old, feel like they are part of this exciting shift in a company that keeps up with global trends.
The recognition as one of the Best Workplaces for Millennials in Sri Lanka is a testament to Roar Global’s commitment to employee well-being. How has this distinction positively influenced the growth and development of the company?
At Roar, we believe that people perform their best when there is a purpose underlying their work. Whether we are producing a documentary or helping SMEs master digital advertising on platforms, we are always working towards making a positive impact on people’s lives and inspiring others to do the same. This creates an environment in which everyone is motivated and genuinely excited about their work, which contributes to business success because it leads to work well done.
Mental health is not something we take lightly here; if an employee is going through a difficult time, be it at home or within the workplace, we take great care to speak to them and offer support. This can come in the form of flexible work hours so they have the time and headspace to take care of themselves or deal with any issues, or paid time off in extreme cases. A lot of our employees are engaged in creative work, which cannot be performed well when sick or under stress, so we ensure they have enough time to feel recharged and inspired in between projects.
Being a top workplace for millennials can significantly impact talent acquisition and retention. How has this recognition helped Roar Global attract and retain top talent, and how does it contribute to the overall success of the company?
As a digital media startup, we were early adopters of remote and hybrid work, which appealed to young people who were balancing work and higher education, or living outside Colombo or the country. This helped us identify and hire some of the country’s best talent. Today, we still offer flexible work options, especially as some of our Millennial employees are now entering parenthood and juggling the demands of running a home. In addition to maternity leave, we also offer parental leave for new fathers. We embrace the importance of family in our lives and don’t treat it as an obstacle to career growth.
In our hiring process, we are blind to academic qualifications so that we don’t overlook extremely talented or capable individuals who might not have had the opportunity to gain a traditional education or have taken a different career pathway. What’s important to us is that they are driven, results-oriented and show potential to thrive in our unique setting while sharing our values. In fact, a lot of our employees are self-taught in many of the skills required for their work, which allows them to be innovative, entrepreneurial and fast-learning, and this reflects in our ever-evolving journey from startup to regional powerhouse.
At Roar, we have room for individuals from various disciplines and passions, as long as they are united with us on our mission to keep pioneering digital solutions in our region. Many who apply to work at Roar tell us that they are excited about being part of a company that is at the forefront of everything we do. The only way we are able to achieve this is by constantly experimenting, learning and growing, and this appeals to Millennials and Gen Z talent, who are more open to new ideas and challenges.
Millennials often seek organizations that offer growth opportunities and career advancement. How does Roar Global support the professional development of its millennial employees, and what initiatives are in place to ensure their long-term career growth within the company?
As mentioned earlier, Roar is always growing, and we make sure to take everyone with us on the ride. It’s crucial that everyone feels that they are growing at all times. When taking on a new role, we ensure to discuss with the employee how the tasks and responsibilities align with their vision and goals, and what they hope to accomplish in the process. This is then followed by quarterly performance reviews, where both parties are given the opportunity to share feedback, thoughts and recommendations. We also hold regular, more informal meetings to discuss progress so that concerns, recognition of efforts, and action points can be addressed.
We also support everyone who wants to upskill or learn a new skill while they are working at Roar. Through our quarterly learning programme, many of our employees have been able to pursue courses, attend workshops and earn certifications, which keep them motivated and inspired because they are able to apply their learnings to bigger, more challenging projects.
There are also different pathways to success within Roar and we don’t tie anyone down to the role they first entered into. Sometimes, our employees identify new talents within themselves and new opportunities for growth that are better suited to their interests and ambitions. This is normal for Millennials and young people, who are open to self-discovery as they go through life. In such instances, we find new ways to help them explore these opportunities across the different businesses we operate, especially as we open new offices and diversify our offerings.
As Roar Global continues to thrive as one of the Best Workplaces for Millennials, how does the company plan to leverage this recognition to further its growth objectives, both in terms of expanding its market presence and nurturing the potential of its employees?
In the last year alone, we have seen our teams grow as we diversify and expand internationally. Roar AdX and 3P Media currently represent leading digital platforms such as Meta, LinkedIn and Google respectively and, in the coming months, we will see our teams grow further as we open offices in other cities across the APAC, for which we hope to attract the very best talent in the region. Through these partnerships, our employees are already working closely with and learning from global industry leaders, and we have been able to support 5,000+ brands to advertise more effectively.
As a global media consultancy, Roar Media offers media strategy and content production for our international clientele comprising brands and development organizations, allowing us to embark on exciting, new projects including feature-length documentaries and social impact campaigns.
In Sri Lanka, we see these initiatives as a means to inspire and motivate our employees, particularly in light of the ongoing issue of brain drain. We are on the way to becoming Sri Lanka’s first unicorn and are driven to contribute positively to the nation. Sri Lanka boasts a wealth of talented individuals, and our own teams consist of highly regarded marketing and media experts within the country. Our goal is to be the company that offers exceptional digital and creative solutions on a global scale, and we hope to continue to attract those that want to join us on this journey.