The HR & CQ Show
HR & CQ Edge is an independent strategic intelligence series addressing the most pressing human capital challenges facing organisations in the UAE, GCC and beyond.
Anchored in the EDGE framework — Equity, Direction, Growth and Experience, each episode convenes senior practitioners, executives and subject matter leaders to examine the evidence, challenge conventional thinking and advance the people agenda at board level.
For CHROs, people executives and senior business leaders who understand that organisational performance begins and ends with people.
Hosted by Emma Jordaan Founder of Infinite Consulting and Sarah Brooks, FCIPD, Founder of Fikrah HR and regularly joined by distinguished guest contributors from across the UAE, GCC and global HR community.
The HR & CQ Show
Episode 13: Emiratisation & Inclusion at Chalhoub Group
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In this episode of The HR & CQ Show, hosts Emma Jordaan and Sarah Brooks sit down with Umnia Ahmed, Emiratisation Director at Chalhoub Group, the region’s leading luxury retail group with over 16,000 employees from 120 nationalities.
Umnia shares Chalhoub’s remarkable 20-year Emiratisation journey, exploring how the organisation views national talent not as a quota, but as a strategic advantage deeply rooted in purpose, culture, and community.
From inclusive onboarding programmes and Emirati cultural awareness training for leaders, to The Emirati Way learning modules and five internal academies, including Leadership, Retail, and Wellbeing, Umnia reveals how Chalhoub Group has made localisation an integral part of its DNA.
Key insights include:
🔹 Why Emiratisation is a competitive edge, not a compliance exercise
🔹 How to attract Emirati talent to industries like retail and hospitality
🔹 Practical advice for SMEs struggling to meet Emiratisation targets
🔹 The power of cultural intelligence in integrating diverse workforces
This conversation offers valuable takeaways for HR leaders, L&D professionals, and business owners looking to create inclusive, high-performing organisations in the UAE and beyond.
This episode was brought to you by Sarah Brooks and Emma Jordaan
Sarah Brooks is a CIPD-qualified HR professional and the Founder and Managing Director of Fikrah HR, a UAE-based consultancy specialising in strategic talent management, organisational development, and positive workplace cultures. With nearly three decades of HR and business experience across the UK and GCC, she supports SMEs with innovative HR solutions that drive employee engagement and organisational effectiveness and compliance. Recognised among the top 101 global HR minds at the World HR Congress in 2019 and 2020, Sarah’s expertise spans the full employee lifecycle, including recruitment, onboarding, policy development, and performance management. She is also the co-host of The HR & CQ Show podcast, where she discusses HR trends and cultural intelligence in the UAE. Sarah has also been featured on Dubai Eye Business Breakfast radio show discussing hot topics regarding employer health & safety obligations and remote work challenges and is currently working towards the launch of Gigit, which will connect UAE based fractional & project workers with opportunities.
Emma Jordaan is the Founder and CEO of Infinite Consulting, a Dubai-based consultancy specialising in learning and development strategy and Cultural Intelligence (CQ). With over 20 years’ experience across ...
