The company has also implemented flexible working arrangements tailored to new parents, including enhanced remote work policies

Strategic Commitment on Emirati Women’s Day

As the UAE commemorates Emirati Women’s Day on August 28, e& enterprise, the digital transformation arm of global technology group e&, is reaffirming its strategic commitment to developing Emirati talent and advancing gender inclusion. The occasion also marks the 50th anniversary of the General Women’s Union, amplifying national conversations around equity, unity, and sustainable development.

Under the official 2025 theme, “Hand in Hand, Celebrating the 50th,” the UAE is recognising the contributions of Emirati women across public and private sectors, particularly in science, technology, business, and governance. e& enterprise is aligning its human capital strategy with these national priorities through leadership development, digital upskilling, and inclusive policy frameworks.

“Empowering Emiratis through mentorship, mobility, and upskilling is core to how we build sustainable success,” said Mariam Minhas Mannan, chief human resources officer at e& enterprise. “We’re focused on ensuring every high-potential Emirati, particularly women, has a clear path to career advancement within a culture that enables growth and performance.”

Building talent for a competitive digital economy

e& enterprise continues to invest in structured talent development initiatives that place Emiratis at the centre of its workforce strategy.

The company’s recently launched AI Graduate Programme is a cornerstone of this agenda. Since its rollout, 62 per cent of new graduate hires have been women, while the programme maintains an overall female participation rate of 81 per cent — a strong signal of gender representation in critical technology roles.

The programme is designed to equip Emirati graduates with core competencies in data science, machine learning, and applied artificial intelligence — areas identified as vital to the UAE’s digital competitiveness. Alongside the AI Academy, the company has launched technical upskilling modules in cybersecurity, software development, and agile project management.

This approach reflects a broader market shift in how organisations prepare talent for future roles that demand adaptability, cross-functional expertise, and digital literacy.

“We’re investing in the future economy by developing a digitally fluent workforce,” said Mannan. “Female participation in these programmes reflects the real shift in who is shaping the future of work.”

The company has also implemented flexible working arrangements tailored to new parents, including enhanced remote work policies and dedicated support through its New Mothers Network. These initiatives focus not only on wellbeing but also on removing systemic barriers to workforce re-entry for women after maternity leave.

Progress on Emiratisation and inclusion

e& enterprise has made measurable progress on its Emiratisation strategy, which aligns with national directives to strengthen the presence of UAE nationals in the private sector. Emirati employees currently represent 54.3 per cent of the company’s UAE workforce, up from 51.5 per cent in 2022. The company has set a target of reaching 60 per cent Emirati representation by 2030.

In parallel, the organisation is advancing its gender diversity goals. As of 2024, female representation stands at 26.2 per cent, up from 25.8 per cent the previous year. e& enterprise has formalised its intention to achieve 30 per cent female representation by 2030 in its UAE operations.

These gains are supported by internal systems for tracking talent progression and identifying high-potential individuals for acceleration programmes. The HR team has introduced key performance indicators linked to inclusive hiring, retention, and leadership readiness, with a strong focus on national talent.

Mannan, who joined the company in 2023, has led the implementation of people-first strategies across the organisation. With a background in human capital development across the Middle East and Africa, her mandate includes strengthening the company’s leadership pipeline and reinforcing its employee value proposition.

“It’s not only about increasing numbers; it’s about ensuring that talent is supported, developed, and positioned for impact,” she said.

The company’s alignment with NAFIS, the UAE’s national Emiratisation programme, further enables it to attract and develop Emirati professionals in areas such as cloud computing, enterprise IT services, and digital consulting.

Fostering a high-performance culture

e& enterprise’s inclusion efforts are reinforced by a broader cultural framework designed to enable performance while supporting employee wellbeing. Several internal initiatives are focused on improving daily experiences for employees, particularly working parents.

One example is the “How to Survive the Summer” workshop, developed to support employees managing childcare responsibilities during school breaks. Another initiative, the e& Mothers Gathering, created space for female employees to contribute to workplace improvement discussions and co-design solutions for common challenges.

“Culture creates conditions for trust and performance,” Mannan explained. “Our values reflect the belief that people perform best when they feel supported both personally and professionally.”

Launched in 2023, the She& campaign has become a key platform within the e& group to recognise, connect, and empower Emirati women. The initiative features employee-led storytelling, structured mentoring, and cultural visits — such as a curated experience at the Bait Al Banat Women’s Museum in Dubai. These activities strengthen connections across the group and reinforce the company’s long-term inclusion agenda.

The organisation’s adoption of the UN Women’s Empowerment Principles (WEPs) reflects its alignment with global best practices for gender equity in business. The principles guide companies in areas such as inclusive leadership, equal pay, and non-discriminatory recruitment practices.

Internally, these principles are embedded through training, leadership accountability, and transparent reporting on gender-related KPIs. They also shape the design of career pathways, ensuring that merit-based advancement is equally accessible to all.

Looking ahead: investing in long-term leadership

As Emirati Women’s Day approaches, e& enterprise is positioning the occasion as more than a moment of recognition. It views the event as a call to action and a reminder that inclusion is foundational to national progress.

“We honour the legacy of Emirati women, but we also focus on what comes next,” said Mannan. “Investing in talent, especially high-potential women, is central to building the future workforce.”

Over the next five years, the company will expand its digital academies, leadership training tracks, and mentoring frameworks. This includes targeted development for mid-career Emirati professionals, aimed at enabling more women to move into senior and executive roles.

e& enterprise’s strategic focus is on delivering long-term value by aligning talent development with national digital transformation goals. This includes supporting employees through continuous learning opportunities, cross-functional project experience, and mobility across the wider e& group.

The organisation is also developing partnerships with universities and vocational training institutes to deepen its talent pipeline and ensure graduates are ready to meet market needs in technology, cybersecurity, and digital consulting.

The company’s approach is pragmatic: build for scale, deliver on KPIs, and ensure alignment with stakeholder expectations — from employees and customers to regulators and government partners.

By focusing on structured growth, measurable outcomes, and a values-driven culture, e& enterprise is working to ensure Emirati women, and all Emiratis, are positioned to shape the future of work.

Read the full article on Gulf Business