Popularity of homegrown employers on the up among young Emiratis

Author: Kirsty Tuxford | Date: 07 Sep 2016

New survey highlights success of strong employer brands, with Emaar, Masdar and ADNOC scoring highly

The latest generation of Emirati graduates is increasingly keen to work for a homegrown organisation rather than a multinational, according to a survey of students by employer branding experts Universum.

Real estate developer Emaar was named as the most popular UAE organisation to work for among business, commerce, engineering and IT students.

“It is part of our strategy to attract young talents, who are tech-savvy and connected, and form the largest demographic of the region,” said Ahmad Al Matrooshi, managing director of Emaar Properties. “Our organisational structure – comprising experienced professionals and a cadre of young professionals – highlights our strategy of honouring merit and encouraging talented professionals to join us.”

Engineering and IT students also listed the Masdar infrastructure and energy project; Abu Dhabi oil company ADNOC; Dubai Airports; Etihad Airways; and Dubai Electricity and Water Authority (DEWA) among the top 10 most attractive employers. While Google and Apple continued to take the top two spots, the popularity of Emirati organisations is on the rise.

“Working with Masdar means being part of a modern and forward-looking organisation that operates at the cutting edge of the sustainability and renewable energy field,” said Nour Al Maskari,
head of strategic human capital.

“We are a performance-driven organisation that is keen to attract and retain candidates who want to be part of an innovative team that has a mission to place the UAE as a global energy leader.”

Masdar is focused on Emiratisation, added Al Maskari. “Significant attention is given to the evolvement of individual career development programmes for UAE nationals, to enable them to be the key players in the organisation’s success.”

Business and commerce students favoured Dubai Airports, Etihad Airways, ADNOC and Emirates Group as future employers. Etihad has moved up the list this year to become the fifth most appealing employer for business and commerce students, and the eighth most appealing for engineering and IT students.

“Our brand reflects our organisational identity and is communicated through multiple media channels and every aspect of the employee experience,” said Matthew Windett, director of talent acquisition at Dubai Airports. “We care for our employees while actively promoting innovation, ambition and empowerment in an inspiring environment.”

The Universum survey questioned 7,637 Emirati students in 30 universities, and revealed a significant desire for Emiratis to want to work for UAE organisations.

“National pride definitely plays a role, and these organisations were the first to create a management development programme for young Emirati graduates in order to attract them,” said Rawan Albina, a branding expert and executive coach. “Their brand stands for trust, security, big achievements and pride, and gives these young Emiratis the opportunity to be part of a great visionary dream for their own country.”