A growing number of companies in the UAE are moving beyond traditional compensation models by offering more meaningful and personal support systems for employees. These efforts include college funds for employees’ children, relocation support for families, and tailored corporate gifts—initiatives aimed at strengthening staff loyalty and morale amid a highly competitive talent market.
At the forefront is International Diplomatic Supplies (IDS), a firm that provides comprehensive support packages including long-term education funding, housing assistance, and regular flights for staff to visit family. Chief Executive Patrick Doyle said the company’s approach stems from a simple philosophy: valuing people beyond their roles. “We understand the long-term challenges our employees face and aim to reduce those burdens,” he said. “The financial cost is small compared to the benefits it brings to our business.”
IDS employs 57 staff in the UAE across various levels. One of its most notable policies involves securing college funds in trust for the children of employees, accessible when the child turns 18. These funds are independent of company ownership or leadership changes, offering security and stability. Additionally, IDS supports tuition fees for employees’ children studying in their home countries—an initiative credited to Managing Director Mark Rogers.
The company also offers warehouse workers the opportunity to bring their families to live with them in the UAE. Doyle recounted one worker visiting his home with flowers to thank his wife after celebrating his child’s first birthday together for the first time. “They’re proud to work for us,” Doyle said, adding that this type of support contributes significantly to overall team morale.
While some companies invest in transformative benefits, others are leaning into emotional engagement and customised gifting to create deeper connections with their workforce. According to Shuja Jashanmal, Group CEO of Jashanmal National Company, the trend is shifting away from generic corporate gifts toward personalised, meaningful options. “Personalisation is now central to corporate gifting strategies,” he said. Engraved goods and bespoke gift boxes are increasingly being used to foster connection and brand loyalty.
Gift cards have also seen growing popularity due to their convenience and flexibility. Jashanmal noted that customisation adds a layer of emotional value, turning simple vouchers into tools for engagement.
At Innovations Group, personalised recognition extends to life milestones, with the company gifting items such as custom mugs or travel bottles for events like weddings or birthdays. Marketing Manager Ridhima Dudi explained, “It’s about recognising the person behind the role. In a diverse market like the UAE, thoughtful gifts show appreciation and keep people engaged.”
Human resources expert Faraz Ahmed said these shifts reflect broader global trends and align with the UAE’s progressive labour policies. He pointed to the legally mandated minimum of 30 days annual leave and compulsory private health insurance in Dubai as examples of a supportive regulatory environment. “The country is embracing flexible work structures and investing more in employee wellbeing,” he added.
Ahmed also highlighted a growing interest in wellness and assistance programmes, as well as the adoption of tech-based HR tools. “Companies are now seeing the value of workforce analytics and automation. AI-driven tools are being used for smart task allocation and better employee support,” he said.
Together, these strategies represent a growing commitment across UAE businesses to create workplaces where employees feel valued not just professionally, but personally—building stronger, more resilient organisations in the process.
