Building a Positive Workplace Culture in the MENA Region

We recently hosted an event to address the critical challenges businesses in the MENA region face around talent management. Our survey highlighted several pressing issues, such as skill mismatches, over-promotion, the competitive disadvantage of small agencies compared to larger firms, and scepticism about investing in employee training and development due to fears of high turnover. These challenges are not unique to this region but are more pronounced here, bubbling intensely in the dynamic and fast-growing Middle Eastern market.

The MENA region, with its newer and less mature economy, transient workforce, and rapid growth, presents a unique landscape for talent management. Our event, “Navigating Talent and Building Dynamic Cultures in the MENA Region,” in collaboration with PRCA MENA, The Work Crowd, and Hanson Search, aimed to provide valuable insights and actionable strategies to help businesses thrive. This gathering was more than just an event; it was a pathway to unlocking untapped potential, fostering growth, and embracing innovative AI talent strategies that redefine success.

At the core of every successful business lies its people. Understanding the nuances of talent acquisition and retention strategies is crucial. Our panel of industry experts, led by Alice Weightman, Global CEO of Hanson Search and The Work Crowd, shared their firsthand experiences, challenges, and best practices. Panellists included Hanna Nordell, Chief People Officer at Talabat; Lucy d’Abo, CEO of Together; Jamal Al Mawed, CEO of Gambit Communications; and Felice Hurst, Managing Partner at Hanson Search.

Key Takeaways for Building a Positive Workplace Culture:

Understanding the Unique Workforce Context

• Recognise the Region’s Specifics: In regions like the GCC, where a large proportion of the workforce consists of expatriates, employees are often motivated by financial gains and career advancement opportunities. Understanding this context helps in creating a culture that acknowledges their motivations and aligns with their goals. This reality necessitates a different approach to employee retention compared to more stable markets like the UK.

Addressing Generational Differences

• Understand Generational Expectations: Younger generations, such as Gen Z, have different expectations and values compared to older generations. They value work-life balance, flexibility, and meaningful work, and are less likely to tolerate high-pressure environments. They are the future work force and will be the change drivers, listen and understanding this generation is important, whilst also educating and offering the right career paths and support.

Competitive Compensation and Benefits

• Beyond Salaries: Understand that competitive salaries are important, but they are not the only factor in employee satisfaction. Focus on creating a supportive and engaging work environment to retain top talent.
• Personalised Benefits: Offer benefits tailored to individual employee needs. Smaller organisations can leverage their flexibility to provide personalised perks that larger corporations might struggle to offer.
• Personalise Employee Benefits: Recognise that not all employees have the same needs. Smaller businesses can offer tailored benefits, such as flexible working hours, part-time options, or increased holidays, which larger corporations may struggle to provide.
• Avoid Overpaying to Attract Talent: Offering inflated salaries to attract talent can lead to a mismatch in skills and eventually create stress for employees who may feel out of their depth. Instead, focus on hiring the right talent with appropriate compensation. Sell on opportunity on the merits of the opportunity and people over salary.

Transparency in Career Growth and Compensation

• Clear Communication on Career Trajectory: One common mistake employers make is keeping the growth trajectory vague. To avoid this, it is essential to clearly communicate what the career and salary trajectory looks like for employees. This transparency helps in setting realistic expectations and motivating employees.
• Regular Updates and Feedback: Keep employees informed about the company’s health, industry trends, and their personal growth within the company. This practice ensures that there are no surprises and everyone is on the same page.
• Outcome-Based Measurement: Shift from traditional time-based metrics to measuring productivity based on outcomes and deliverables. This approach fosters a more trusting and empowering work environment.

Investing in Training and Development

• Combat the Reluctance to Invest: Despite concerns that employees might leave after receiving training or bonuses, investing in employee development can create loyalty. Focus on creating a culture where continuous learning is valued and supported. This investment in your workforce can safeguard against future challenges and improve retention.
• Focus on Core Skills: Invest in developing core skills such as critical thinking, problem-solving, and communication. These skills will be crucial in a future where AI plays a significant role.

Creating a Positive Work Environment

• Winning as a Habit: Encourage a culture where winning and achieving goals is a regular occurrence. This consistent success keeps employees motivated and engaged.
• Success is Cumulative: Foster an environment where collective success is celebrated. When the team thrives, individual successes contribute to a positive and collaborative culture.
• High Performance Does Not Mean High Pressure: High performance should be associated with competence and efficiency, not stress. Create an environment where employees can excel without feeling overwhelmed.
• Understand the Nature of Agency Work: Agencies and in-house roles require different types of employees. Agencies often deal with high-pressure environments, which can lead to burnout. Recognise this and implement measures to manage stress and maintain a healthy work-life balance.
• Celebrate Departures and Alumni: Instead of viewing employee departures negatively, celebrate them and maintain good relationships. Former employees can become clients, advocates, and valuable network contacts.
• Trust Your Employees: Establish a culture of trust rather than micromanagement. Focus on outcomes and productivity rather than monitoring employees’ every move.
• Create an Inclusive Culture: Transform your company culture to be more inclusive and engaging. Focus on creating a work environment where employees feel valued and supported, which can lead to higher retention rates.
• Innovative Workspaces: Design workspaces that cater to the new ways of working. Include amenities that make employees comfortable and productive, such as ergonomic chairs, relaxation areas, and collaborative spaces.
• Build a Culture of Trust: Trust is a cornerstone of a positive workplace culture. Empower employees by giving them autonomy and avoiding excessive monitoring.
• Encourage Employee Voice: Allow employees to voice their opinions and be part of the decision-making process. This involvement can lead to higher engagement and satisfaction.

Empathy and Credibility

• Genuine Empathy: To be a credible and empathetic leader, one must make personal sacrifices that reflect a commitment to the team’s well-being. This might include financial sacrifices to ensure the team is well-compensated and happy. Its putting people over high profit margins.
• Transparency in Business Operations: Be open about the business structure and financials to help employees understand the bigger picture. This practice builds trust and reduces misunderstandings about compensation and business decisions.

Embracing Diversity and Inclusion

• Diverse Talent Pools: Embrace diversity in your hiring practices. A diverse workforce brings varied perspectives and can lead to more innovative solutions.
• Inclusive Practices: Ensure your company practices are inclusive and supportive of all employees. This approach can improve morale and create a more cohesive team.

Balancing Remote Work and In-Office Culture

• Embrace Post-Pandemic Changes: The pandemic has fundamentally changed how companies operate. Employees now have more options and a stronger voice, making it essential to adapt to new expectations around remote work and flexible arrangements.
• Hybrid Work Models: Determine the right balance between remote and in-office work for your organisation. Test and iterate to find what works best, as there is no one-size-fits-all solution.
• Flexible Remote Work Policies: Implementing flexible remote work options, such as one day a week from home or temporary full remote work for special circumstances, can enhance employee satisfaction and work-life balance without compromising the company culture. However to create positive working cultures the importance of working together was empathised with businesses opting for 4-5 days a week in the office as a norm.
• Customised Work Arrangements: Tailor remote work policies to individual needs, such as allowing new mothers or employees with special family situations to work more from home.
• Utilise the Agility of Small Businesses: Smaller businesses can offer more personalised and flexible working conditions, which can be a significant advantage in attracting and retaining talent compared to larger corporations.

Effective Use of Freelancers

• Integrate Freelancers Well: With the rise of freelancing, it’s crucial to onboard freelancers effectively, ensuring they understand your culture and processes. This integration helps maximise their contributions and maintain the quality of work.

Recruitment and Behavioural Competencies

• Focus on Behavioural Fit in Recruitment: Beyond technical skills, it is crucial to assess candidates’ behavioural competencies and alignment with company values. This approach ensures a better fit and can reduce turnover.
• Stress-Test Candidates: Assess how potential employees handle stress and change, especially if they are being hired for high-pressure roles. This can help determine if they are better suited for agency or in-house positions.
• Hire for Cultural Fit: Incorporate cultural fit into your recruitment process. Technical skills are important, but ensuring that candidates align with your company’s values and culture is crucial for long-term success.
• Boomerang Employees: Welcome back former employees who left for other opportunities but wish to return. Their return indicates a positive work environment and offers valuable experience.

Integrating AI and Technology

• Use AI to Enhance, Not Replace: Focus on how AI can help employees perform better by handling repetitive tasks, allowing them to focus on more meaningful work. AI should support and enhance human capabilities, not replace them.
• Maintain a Human-Centric Approach: Ensure that the use of AI and other technologies aligns with the goal of improving the work experience, not just increasing efficiency or profitability. AI should be leveraged to enhance the work environment and reduce burnout.
• Avoid Over-Reliance on AI: While AI can provide valuable information and support, it should not be seen as a complete solution. Balance AI usage with human insight and creativity.
• Continuous Adaptation: Stay adaptable to technological advancements and ensure that new tools are implemented in ways that support and benefit the workforce.

Building a Sustainable Culture

• Long-Term Vision Over Short-Term Gains: Focus on building a healthy, thriving business that prioritises employee well-being over short-term financial gains. This sustainable approach ensures long-term success and loyalty.
• Empowering Employees: Provide opportunities for growth, learning, and development. Empowered employees are more likely to stay loyal and contribute positively to the company culture.

Creating a positive workplace culture requires a holistic approach that combines transparency, empathy, flexibility, and strategic use of technology. Understanding the unique context of your workforce and prioritising their well-being are essential. This fosters an environment that promotes loyalty, growth, and sustained success.

By recognising the specific challenges and opportunities within your market and workforce, you can cultivate a culture that encourages loyalty and development. Emphasising employee well-being, transparency, and personalised benefits is key to building a supportive and sustainable work environment.

Focusing on these areas helps organisations attract and retain top talent. Embracing change, fostering trust, and thoughtfully leveraging technology will lead to a thriving workplace.