News How a broadcaster turns to social media influencer to...

How a broadcaster turns to social media influencer to book author

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Enrico Cardoniga, popularly known as ‘Kuya Rico’ in the Filipino community, has always been optimistic amid challenges in life as what an overseas Filipino worker should be. His face is popular among OFWs in the UAE as he is considered as a ‘local celebrity’ . He is seen on television for an advertisement and on social media as he conducts food reviews from time to time. 

Cardoniga is currently working as an ad and promo manager for Day to Day Chain of Stores where he strategically implements advertising campaigns and connects with other companies every time they have upcoming events. 

Prior to working in the UAE, his first OFW stint was in Saipan where he worked as a resident disc jockey in a club and at the same time as an events coordinator. Cardoniga’s current job allows him to use his skills as a broadcaster and advertising practitioner back in the Philippines. 

It was 2008 when he arrived in the UAE, the same time when the country suffered from a financial crisis. A newbie in Dubai, he was fortunate enough to meet a real friend who he helped to implement local events while being jobless. During the course of securing a job in the midst of a recession, Cardoniga has had to change his tourist visa seven times and went out of the country as a prerequisite to get the visa stamp. 

Unable to find a job that would suit his competency, he decided to make a career shift to the health and safety field upon the recommendation of a friend. Finally, after taking up a course related to safety and fire engineering, he was hired by the North American Safety Consultants in Abu Dhabi. As the star aligns and his fate comes together in a positive way, Cardoniga landed a job in a safety and health consultancy company and upon expiration of his contract, he accepted the training manager position for a safety training centre prior to joining in Day To Day Group. 

‘Side Activities’ 

Aside from his work-related routine, he’s very much exposed to community-related events. He also founded the Facebook page Tatak Pinoy Loud & Proud three years ago to serve the community in terms of promoting companies owned by Filipinos in the UAE and those companies targeting Filipino expats. His Facebook Live sessions attract thousands of engagement and this makes him a popular vlogger. He also delivers motivational speeches and conducts personal development training. 

Very recently, he published his ‘The 12 Habits of Highly Successful OFWs’ book in Dubai. The highly praised book contains lessons that OFWs should apply in their lives to become a successful individual. 

“It is our habits that will determine our number of years working as an OFW. The main culprits are lifestyle change, overspending and over-sending, not able to separate between needs and wants, and no plans at all,” the book author said when asked about his advice to the OFWs.

Cardoniga said OFWs should always think and make sure of the things or tasks that they do on a daily basis as it will lead them to where they want to be 10 years from now. 

“If there are barriers or challenges along the way, don’t give up. Your burning desire to achieve what you truly desire plus perseverance or persistence will be the key factors to success,” he added. 

Ryan Namia
Ryan Namia spends most of his days reading over drafts of new written content and determining which ones make the final cut for online and print publication. He received his Bachelor's degree in Journalism in 2015 and has been writing since 2016. Got story to tell? Email him at eic@theglobalfilipinomagazine.com.

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