employee-retention

The third edition of ‘Making Emiratisation a Success’ by TASC and the Ministry of Human Resources and Emiratisation highlights encouraging progress: Emirati participation in the private sector has increased by over 43% in two years and 95% of companies are compliant. Yet challenges remain. Around 60% of Emirati candidates report difficulty finding roles that match their ambitions, while employers cite skill gaps, talent shortages and salary expectations as barriers. Cultural misunderstandings and concerns over working hours also persist.

At the same time, the UAE labour market is becoming more open. Over half of Emirati professionals are looking to change jobs, while satisfaction with current roles has dropped significantly. This presents both a recruitment opportunity and a retention risk for employers.

Emiratisation through EVP

To bridge these gaps, organisations must work harder to align expectations – and a compelling Employee Value Proposition (EVP) is a key means of achieving this goal. A strong EVP clearly defines what employees can expect from an organisation, based on real experiences, creating confidence and clarity and helps correct some stubborn misconceptions about the private sector.

Creating differentiation

Many Emirati candidates perceive the public sector more favourably, citing better pay, profile, working hours and job security. The private sector, by contrast, often suffers from a generic, binary reputation. Without clear messaging, organisations are lumped together, lacking differentiation. A well-researched, well-defined EVP gives employers a voice to tell their unique story – one grounded in reality, values and the lived experience of their people.

Moving beyond remuneration

Currently, much of the differentiation between one firm’s career offering and another extends no further than remuneration. The research emphasises just how important this is to Emirati audiences. By not outlining how spending time at your organisation will grow people, provide experience and open further professional doors, then audiences will continue to look no further than relative remuneration levels. 

Enhancing Emirati ownership

Employers who invest in EVP development can demonstrate to Emiratis how their work contributes to a meaningful mission, outline growth opportunities, and share authentic employee stories. This storytelling, particularly from Emiratis themselves, counters stereotypes and builds a sense of ownership. When Emiratis see themselves reflected in the workforce, they are more likely to engage and apply. They feel an essential part of that organisation, not something added on under mandate.

The voice of the Emirati

Inclusion matters. The EVP creation process itself should involve Emirati voices, Emirati experiences, Emirati stories. By inviting them to shape the message, they feel seen and heard. Their contributions reinforce the notion that they are playing an active role in shaping and defining their organisation.

Organisation confidence and clarity

Beyond attracting talent, a strong EVP supports retention by fostering confidence, clarity, and connection. It builds trust in the organisation’s direction and the employee’s role in it. When candidates understand the employer’s mission and values – and how they can contribute – they are more likely to stay and grow.

Commitment to the UAE

Lastly, an EVP should reflect the mutual value between employer and country. Companies benefit from operating in the UAE, and in turn, should support the development of local talent. A well-crafted EVP communicates this commitment and helps align business growth with national goals.

In short, this is about viewing Emiratisation as an opportunity not a necessity. Businesses have the opportunity of standing out, of enhancing the career experience, of shaping corporate messaging and of strengthening their internal teams. In positioning career offers for Emirati audiences, businesses need to work hard to create messaging that is tailored, that addresses preconceptions, that is culturally sensitive, but which provides an honest, compelling account of what true working life. Through an EVP.