Unlocking employee engagement in the Middle East workplaces: Insights from O.C Tanner’s Ty Brown

Recognition, upskilling opportunities, flexible work arrangements, and work-life balance are key demands of today's workforce. Embracing these diverse needs is essential for global organisations to thrive, leading to sustainable success and better employee retention. However, a Global Culture Report by OC Tanner found that organisations lacking upskilling opportunities face a 72 per cent higher chance of employee turnover. The report also reveals that workers in the IMEA region feel stressed and fearful due to threats from climate change and the geopolitical landscape, exacerbating the strain of rising living costs. Furthermore, frontline workers face challenges as they often lack the benefits of hybrid work and frequently deal with difficult customer interactions.

In an interaction with People Matters, Ty Brown, the Executive Vice President of International at OC Tanner, shared insights into Middle Eastern workplaces regarding employee recognition, learning and engagement, talent turnover, and other findings from the IMEA report.

Here are the edited excerpts:

An outlook on the diverse needs of the workers in the Middle East region

Ty says, “The job market worldwide is changing fast because of the pandemic and other reasons. One big change is companies diversifying their supply chains, and there are also shifts in the population, like more older people. These changes affect businesses everywhere. What works in one place might not work in another because each market is different.”

For instance, he adds, “Our research in the Middle East region shows that 91 per cent of the workforce views skill-building as a crucial element when seeking jobs. Another key factor is flexibility, which not only improves employee retention but also fosters a supportive workplace culture. Therefore, prioritising skill-building, equitable flexibility, and practical empathy are essential for creating a satisfying and enduring work environment in the dynamic MEA landscape.”

Cultural transformation is at the forefront of workplace evolution

The Global Culture Report 2024 found that there is a universal desire for appreciation worldwide. Ty explains, “The act of saying 'thank you' transcended cultural boundaries; there was no culture where people didn't appreciate being thanked.” However, the expression of gratitude varies across cultures. The report reveals that organisations are striving to comprehend and navigate the complexities of cultural transformation globally, enabling them to respond to workers' needs accordingly. For example, a significant trend emerging from the pandemic focuses on the 80 per cent of employees labelled as critical workers. These frontline employees, who continued to work during the pandemic, are now exerting a notable influence on workplace culture. As discussions about office work, remote work, and flexibility continue, it's crucial not to overlook the unique needs of these employees, who may require flexibility to care for sick family members or children.

Businesses expanding in the Middle East region

Sharing insights for global organisations aiming to establish themselves in the Middle East region, Ty says, “If organisations haven't already explored this market, they could be making a substantial mistake. Today, the Middle East region is undergoing a period of disruption, particularly during these uncertain times. From a business perspective, the landscape is changing, and businesses are increasingly gravitating towards the United Arab Emirates (UAE). Saudi Arabia is also opening its doors to multinational firms, making it more attractive for foreign investment. Despite recent events, I still believe the Middle East is becoming more stable, focusing on geopolitical and business stability. This positive change is making it easier for foreign companies to operate in countries like the UAE, Bahrain, Kuwait, and other Gulf Cooperation Council (GCC) nations. Saudi Arabia appears to be leading the way in this endeavour, with the UAE serving as a notable example of how to create a conducive business environment. This evolving political, economic, and business stability in the region is creating a more favourable climate for multinational corporations to consider entering the Middle East."

The region presents substantial opportunities for a wide range of multinational corporations.

Essential elements of thriving workplaces in the Middle East

Sharing key takeaways from O.C Tanner’s conference, ‘Influence Greatness,’ Ty explained, “Today, the emphasis of senior leadership is on the ‘80 per cent - the critical/frontline workers.’ This category of workers needs flexibility for work.” Therefore, organisations in the Middle East need to understand this crucial need of workers, and not just allow employees to work from home or work in a hybrid mode, but also show empathy and flexibility to frontline workers. The expectations of these critical workers are not necessarily related to remote work arrangements. Instead, they might have responsibilities like caring for a sick child or an ailing parent.

The resounding message is the importance of not forgetting the 80 per cent. The key is to be flexible in a manner that genuinely resonates with them and is meaningful in their unique circumstances.