multiple lenses of emiratisation wissam hachem vice president – learning & development abu...
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Multiple Lenses of Emiratisation
Wissam Hachem Vice President – Learning & DevelopmentAbu Dhabi | 16 November 2015
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Multiple Lenses of Emiratisation
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Integrated UAE National Strategy
Attract
RetainDevelop
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UAE National Strategy• Strategy is driven from the top • Strong Leadership support• UAE National development is business imperative• Development of airline capability• Strategic partnerships • Etihad brand values are directly linked to Abu Dhabi
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Talent Insights & Trends
Key Market Highlights
Professional Training &
Development is top preference amongst UAE
students
To have work/life
balance is the most attractive career goal to UAE students
According to career profiles research UAE students are mostly career
orientatedSource: Universum snapshot 2015 5
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Attract
Employer of ChoiceDefine a strong Employer Value Proposition
Attractive - Target group True – Recognized internally Distinct – Competitive advantage Visionary – Supported by top management
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Attract
Employer of ChoiceOptimize your activation strategy
Reach - Target group coverage Impact – Message should resonate Frequency – Message is consistent
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Innovative Selection Process
Aligning process to community needs
Challenging conventional methods Inverting hiring decision Aligning process to candidates’ strengths Focusing on “potential” for potential
Increased success rate from 12% to 64%
Discovery Centre
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Developpassengers per year
employees
aircraft
major business and leisure destinationsnew destinations
185
37,000 +
32.4 million
135
24
by 202
0
Growth Strategy
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UAE National Development Strategy
Etihad Airways | Learning & Development 10 November 2014
UAE National
Development
Training programs
Education support &
scholarships
Professional
development
accredited coursesPersonal
development &
succession planning
Mentorship program
International
assignments
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In addition, almost 25% of all roles filled by internal candidates
Entry level PilotsManagement Technical
Over 22 programs developing airline capability
UAE Nationals are best positioned to reflect Abu Dhabi brand values at every guest touch
point
UAE National Development
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Retain
Engagement Strategy
Gaining a better understanding of potential talent
Generation “Y” or “Z” Localize and adapt Flexible career pathways Track success and development Management involvement
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GCC 54% N/A 65% 69%
Global 58% 42% N/A 34%
Top Companies 80% N/A 75% 79%
UAE National
s
Engagement
Organizational
Communication
Managerial Effectiveness
OrganisationalValues
76%
75%
41%
66%
77%
88%
Core UAE
Nationals
Graduate
Programs
Etihad Airways
Etihad Airways
Etihad Airways
Etihad Airways
UAE National
s
66%51%
71%
UAE National
sUAE National
s
18%Global Average
3%Best Employers
19%Global Benchmark
23%GCC Companies
Employee Engagement Survey
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Etihad Employer Value Proposition
Growth
Excellence
Innovation
”A world of growth, development and endless opportunities”
”A thrilling world of excellence”
”Leading change through innovation”
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Growth The main aspects of “Growth”
Etihad’s growth also extends to the individual
Personal growth Exposure to a creative
environment Innovative organization Strong element of diversity Impact through one’s work
Etihad Employer Value Proposition
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Excellence
The main aspects of “Excellence”
Etihad Employer Value Proposition
Global high-profile brand Inspires pride High-visibility sponsorships
Offers international career opportunities/benefits
Relocation Travel benefits
High-end market position Very high standard of service and
quality Focus on luxury
There is a thrill to working in the airline industry
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Etihad Employer Value Proposition
Innovation
The main aspects of “Innovation”
At Etihad employees are empowered to have an impact
Openness to ideas Management is open to employee input
Professionalism Winning behaviors Strong L&D capabilities
Creative & dynamic work environment Fast results, action-oriented
Extensive opportunities Strong growth opens up possibilities
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6%
18%
22%20%
30%
35%
43%
2007 2012 2013 2016 2017 20192009
39%
2018
27%
2015
23%
2014201120102008
9%
1%
2006
13%
7%
8346
6971
5804
4694
3445
2017
14681254
819
504298
20813757
Exponential growth since 2006 Accelerating growth over the next 5 years
% representation of measured workforce
UAE Nationals working at Etihad
UP 30% Increase YoY
Results
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A solid Employer Value Proposition is needed
to drive both engagement and retention
“I’d love to be part of that company”
“I am committed to my employer”
50%Retention &Engagement
50%Attraction
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Thank you!