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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.