Happier people | Sustainability | About us | du™

We are recognised in the UAE for offering promising career opportunities to Emirati talents through our commitment towards building a diverse and locally empowered workforce, aligning with the national priorities and contributing to the overall development of the Emirati workforce.

In 2023, we have demonstrated a remarkable success by achieving 40% Emiratisation of the total workforce. Notably, 47% of our senior management roles are occupied by skilled Emirati professionals, showcasing our commitment to fostering local talent at leadership levels. Additionally, 52% of the Emirati population are women, emphasising our dedication to gender diversity and ... Read moreinclusivity.

We have also customised a 12-month programme that focuses on capacity building. We provide all our trainees the opportunity to rotate across different business units and expose them to new emerging technologies and cross-functional projects, in which they become full- fledged employees and future leaders of the organisation.

Our commitment to excellence extends beyond borders, through collaborating with leading international companies such as Nokia. Through these partnerships, we have pioneered world-class development programmes aimed at empowering our Emirati workforce. Leveraging Nokia’s expertise, we have crafted programmes that not only enhance technical skills, but also provide global exposure on industry trends and innovations. Our Emiratis Senior and Director levels had the privilege to visit Nokia’s Headquarters in Finland for several Digital Leadership workshops & visit Bell Lab.

During the year, we participated in various university and national career fairs, which supported us in offering more than 50 internship opportunities across various departments in 2023. In collaboration with Huawei, we have managed to conduct an internship for fresh graduates by giving them a glimpse of the future of Digital Telecom.

In 2023, we demonstrated a strong commitment to employee wellness through various initiatives. We partnered with Aster/Medcare, providing onsite nutritionist and physiotherapist services, and collaborated with the Ministry of Health in a diabetes screening and follow-up programme for over 500 staff. Our innovative approach included launching the ‘Mamahood’ telemedicine app, focusing on maternal mental support.

Key events like the Family Carnival Day and a dedicated day at Dubai Ladies Club offered relaxation and fun for our employees. The organisation-wide fitness Step challenge and Ramadan sports tournament fostered teamwork and physical wellness. Our collaboration with the UAE national orienteering ... Read moreteam introduced a unique event focusing on strategy and agility.

Notably, we reached finalist rounds in the HR gov Awards and the parent-friendly label programme, reflecting our achievements in employee wellness.

For 2024, our plans include launching the ABCD health screening programme, expanding telemedicine services, continuing our successful health partnerships, introducing virtual gym classes, and hosting a Family Day with food trucks to

In 2023, we made significant strides in Learning & Growth, focusing on initiatives that enhanced our employees’ skills and professional development. We launched comprehensive training programmes in collaboration with leading organisations to upskill our team in key areas like emerging technologies and leadership, for e.g. we became the first telco in the ... Read moreregion to empower talent with access to Cisco Networking Academy.

This and other initiatives were recognised with prestigious awards: We won Gold for L&D Strategy at the Employee Happiness Summit Awards (EHSA), for our strategy in ensuring we keep out workforce up to date with latest industry trends, as with a focus on soft skills. We also won Best Leadership Development of the Year 2023 at the GCC Gov HR Awards, for the programmes we provide to our employees in upskilling themselves as leaders.

Our employees have access to more than 26,000 learning courses anytime anywhere on MyJourney learning platform. In 2023, training hours per employee averaged 21 hours annually (17 in 2022), reflecting our dedication to balanced and inclusive learning opportunities across all gender and employee categories. The Learning curiosity level was 83% for non-mandatory learning; demonstrating that employees are encouraged to take the lead in their learning. 100% of our active permanent and contractual employees are part of the Annual Performance Review process.

For upgrading employee skills and transition assistance programmes, this year, we emphasised blended learning, focusing on behavioral, leadership, and technical training to keep employees updated with industry trends. The ‘We are du’ programme was launched to deepen understanding of our values. Leadership development continued with Harvard programmes and ‘Leader as Coach’ training, alongside collaborations with Huawei and Nokia for executive training. The TechUp series and Skill Booster were notably successful in advancing knowledge in areas like AI and IoT .

We also placed a strong emphasis on performance and career development reviews, ensuring that each team member received regular and constructive feedback tailored to their career aspirations. For 2024, we’re planning to further expand these opportunities, with a particular emphasis on cutting-edge technologies and advanced leadership training in areas such as Emerging Technologies, Data Analytics and Building Leadership skills.

In 2023, we achieved a remarkable 94% participation in our Employee Engagement Initiative, surpassing global and regional benchmarks. Key improvements included enhanced collaboration, communication, and leadership. Our strategy involved sharing results across teams, training managers, establishing helplines, and supporting underperforming managers.... Read more

We revamped recognition programmes, appointed Engagement Champions, and conducted pulse surveys for continuous improvement. Important initiatives included corporate roadmaps, brand values cascading, CxO-led townhalls, and structured career progression plans. Our engagement mascot ‘Falah,’ the du Billionaire Game, and targeted newsletters were also integral.

Looking ahead to 2024, our goal is to rank in the Global Top 10 for employee engagement, continuing our journey of excellence and innovation in creating a fulfilling workplace.

We provide a variety of benefits to our full-time employees that contribute to creating a happy and inclusive work environment. In order to remain competitive in the local market, we assessed and updated our employee benefits across all career bands and levels to ensure compliance with the new UAE Labor Law and for consistency across our employee groups. Further building on our foundation of Pay-for-Performance, we continue to provide enhanced entitlements beyond the legislated requirements in a fair and transparent way.... Read more

Our work-from-home initiative, which enables staff to work in the comfort of their homes, ensures business continuity, and provides our employees with increased flexibility. Additionally, on-site amenities like relaxation areas, gaming zones, a canteen and a clinic, as well as financial benefits like telecom discounts, and complimentary discount programmes, help our employees maintain a healthy work-life balance. Spot awards are used to motivate and recognise staff members who go above and beyond in the performance of their duties. We also introduced a structured Salary Progression Policy in order to provide targeted increases for our employees within the budget.

In 2023, our Youth Council focused on empowering young talent through various impactful initiatives. These initiatives included the Youth Retreat, an off-site event that brought together over 100 young members for collaborative problem-solving and workshops. The ‘du YouthCast: Connecting Minds’ podcast, hosting discussions on diverse topics, reached over 1500 views. The ‘Journey of Success’ programme featured inspiring storytelling sessions, enhancing professional and personal growth. ... Read moreWe also celebrated International Youth Day with a focus on sustainability, hosting youth SMEs and panel discussions on green skills.

Additionally, Youth Circles on e-waste management and green career opportunities were organised, fostering discussions on environmental challenges and sustainable employment. The year also featured engaging events like a fireside chat with du’s CEO and participation in the world Radiocommunication Conference, emphasising technology and innovation. The Hama Project, aimed at empowering female military recruits, and a session during GITEX North Star, focusing on cybersecurity for entrepreneurs, were other notable highlights. These initiatives reflect our commitment to nurturing the potential of our young employees and contributing to their holistic development.

Cyberbullying awareness campaign aimed at schools

In 2023, we launched a campaign in collaboration with Beat the Cyber Bully to educate UAE students about the risks of cyberbullying and the importance of its prevention. The campaign involved visiting private and public schools across the UAE and conducting engaging workshops tailored to different age groups, ensuring a comprehensive approach to raising awareness.... Read more

The workshops aimed to equip students with the essential knowledge and tools to identify, report, and prevent cyberbullying, while simultaneously promoting a secure and inclusive online environment. The campaign addressed the growing concern over the prevalence of cyberbullying and its detrimental impact on young people in today’s increasingly digital age.

In addition to the school visits, the campaign also incorporated an SMS campaign and informative content on our social media platforms to raise public awareness. It initiated competitions with prizes to further engage the community, and informative sessions specifically designed for parents to help them effectively understand and address cyberbullying.

We also continue our partnership with UNICEF as part of our unwavering commitment to promoting online safety for children, reinforcing the significance of this initiative.

The UAE celebrated 2023 as the Year of Sustainability. This paved the way for various key announcements, policy changes, events, and public awareness. We played a key part in the latter aspect in collaboration with the Year of Sustainability team where we used our social media and SMS platforms to reach out to millions of people with important messages to educate people on sustainable living and influence their behavior to adopt more eco-friendly practices. We also promoted the Year of Sustainability guidebooks that promoted sustainability lifestyle practices.

Pioneering the UAE’s first Arabic sustainability podcast

We are proud to launch the UAE’s first Arabic sustainability podcast, a pioneering initiative to discuss sustainability challenges and practices. Hosted by sustainability researcher Abubaker ElTom, this podcast features expert discussions on a range of topics like sustainability basics, debunking climate change myths, recycling, and sustainable development. This reflects our commitment to raising awareness and knowledge about environmental and social issues in our region.... Read more

Highlighting the benefits of exploring STEM careers

On International Girls in ICT Day, we engaged students at GEMS Wellington Silicon Oasis with various activities to inspire them towards ICT careers. We highlighted our efforts in gender balance, being the first GCC telco with 20% women on our board. The event included interactive polls and discussions led by du’s Gender Balance Council and Youth Council members, focusing on the telecom sector and technology’s exciting future. This initiative supports our commitment to gender equality and aligns with the UNSDGs.

Kindness Connects Us

During Ramadan 2023, we launched the #KindnessConnectsUs campaign, focusing on sharing and kindness. This initiative aimed to foster a sense of unity and charity within the UAE community. We encouraged families to contribute to local communities, thereby strengthening societal bonds and making a positive impact. This campaign is a reflection of our commitment to community engagement and fostering a culture of compassion and empathy in the UAE.... Read more

As part of our #KindnessConnectsUs campaign during Ramadan, we, in collaboration with the Community Development Authority (CDA), hosted a special event for UAE National senior citizens. The gathering aimed to foster community spirit, emphasising kindness and social responsibility. Activities included quizzes, wellness discussions, and a raffle draw, encouraging intergenerational connections and community engagement. This event is a reflection of our ongoing commitment to social responsibility and community development.

We also organised a visit to Al Jalila Children’s Specialty Hospital to spread joy during Ramadan and Eid. Our Gender Balance Council and employees delivered gifts, highlighting our commitment to community support and kindness. This visit reflects our dedication to bringing happiness to young patients and strengthening our partnership with the Al Jalila Foundation.

We participated in the AccessAbilities Expo as the exclusive telecom partner, emphasising our commitment to empowering people of determination. Our ‘You Matter’ campaign, part of this initiative, aims to make telecommunications accessible to everyone, including people with disabilities. This partnership is a significant step in our CSR efforts, focusing on empowerment, education, and building a cohesive society.

We announced our participation in the Inclusion Summit 2023 as a telecommunication partner. This summit is a platform for promoting diversity and fostering youth empowerment, resonating with our dedication to inclusion and equity. Our involvement highlights our support for the UAE’s vision of a prosperous, sustainable future. By participating in such impactful initiatives, we are shaping a brighter future for our nation and creating a legacy for future generations.

In our pursuit of gender equality, we hosted a collaborative event with Aurora50, bringing together ICT organisations. This event featured roundtable discussions and exercises to tackle gender stereotypes and workplace challenges. We focused on strategies for diversity and inclusion, highlighted by a panel discussion on imposter syndrome. Our Gender Balance Council spearheads these initiatives, emphasising the importance of a supportive work environment for women to thrive in their ICT careers.

On International Youth Day, our Youth Council hosted an event focusing on ‘Green Skills for Youth, Towards a Sustainable World.’ It aligned with the United Nations and local authorities’ agendas, aiming to empower youth in building a sustainable future. The event showcased sustainable businesses by Emirati entrepreneurs, a panel discussion on green skills, and announced a competition winner for innovative sustainable solutions. These activities highlight our commitment to nurturing young minds towards environmental sustainability.... Read more

In our pursuit of gender equality, we hosted a collaborative event with Aurora50, bringing together ICT organisations. This event featured roundtable discussions and exercises to tackle gender stereotypes and workplace challenges. We focused on strategies for diversity and inclusion, highlighted by a panel discussion on imposter syndrome. Our Gender Balance Council spearheads these initiatives, emphasising the importance of a supportive work environment for women to thrive in their ICT careers

On Emirati Women’s Day 2023, we celebrated the power of collaboration for a sustainable future. The event highlighted the crucial role of women in driving sustainable development. Emphasising the importance of gender equality and the empowerment of women, the event showcased our commitment to creating an inclusive and sustainable future for all.
In commemoration of Emirati Women’s Day, we also hosted an event celebrating the legacy and contributions of senior Emirati women in collaboration with the Community Development Authority (CDA). This event was a tribute to the pivotal role these women have played in shaping the UAE’s future. Activities included a deep question session, a fun quiz, and gift distribution, fostering a sense of unity and shared purpose, and highlighting the achievements of Emirati women.