The rise in remote and hybrid work has led leadership teams situated globally to become commonplace. As companies scale, they search for diverse talent, local expertise, and value for their international workforce. And with the MENA region experiencing a business boom, cities like Dubai are emerging as leading global hubs attracting both novice and experienced professionals. However, cultural complexities add another layer to the business growth toolkit.
Expanding to new areas not only needs speedy internet and collaborative tools, but also a deep understanding of those local markets. Simply hiring regional consultants isn’t enough either, since finding people who fit your company culture is what will ultimately result in long-term success.
If you are a South African entrepreneur looking to expand your employee base and attract new talent, or partner with an international business, it is likely you will find solace in these tips I’ve gathered working in the multinational environment of Dubai.
1. Align your intentions
In 2023, 37% of African employees were more likely to change employers, up from 16% the previous year. Across the globe, workers are seeking opportunities that resonate with them, with 70% of US employees surveyed saying that their sense of purpose is largely defined by work.
Alarmingly, close to 40% of African employees said their actions don’t often align with their company’s values and direction, indicating a readiness to jump ship. The challenge is that each individual may have a different sense of purpose: more are concerned with societal impact, some are looking for job opportunities with higher pay, and others prioritise work-life balance.
Moreover, the skills that jobs demand are changing rapidly as technological developments advance. Businesses rely on employees to adapt to the latest ways of working to keep pace with the industry — but it’s crucial employers understand what motivates their workers for this to happen. Once they’ve understood this, they are in a better position to retain their employees and drive innovation.
With the race to reskill having already begun, entrepreneurs in South Africa and across the globe must connect with their employees, discover their ‘why,’ and check in regularly to ensure goals are aligned. That might mean disconnecting performance from time, loosening the reins not tightening them, and accepting a holistic definition of passion.
2. Create a flexible culture
It’s well-known that consumers today look for personalised services, but among employees, the findings are the same. With growing pressure to create personalised work cultures and environments, companies must embrace flexibility.
Open communication, transparent rationale behind decisions or goal-setting, and flexibility in how those goals are achieved will help boost trust and empower employees. Performance management software can help leaders adapt goals and objectives as employee and company priorities change. In addition, by creating a culture where it’s safe to try new things and learn from mistakes, companies can foster innovation.
The key is to ensure employees are up-to-date in their fields so that they can develop ideas aligned with industry trends. Training programs, conferences, or tuition reimbursement are all great learning opportunities to inspire employees.
A flexible culture that embraces diverse ideas, increases businesses’ response to change and creates a more desirable environment. In turn, South African companies with cultural acceptance at their cores will also help them collaborate with other continents. Diversity, inspired workers, and innovative practices are the building blocks of successful international teams.
3. Maximise the resources available
When it comes to sourcing the right people or partners for your organisation, it’s important to look beyond standardised documents listing experience and qualifications.
Almost half of African employees felt their careers suffered due to missing the “right” connections. And a similar number recognised they have skills that are unclear from their qualifications, job history, or job titles. Without access to decision-makers or the ability to express their experience outside of traditional recruitment documents, talented people, and companies, struggle to be heard.
HR teams look at networking platforms like LinkedIn as a source of talent. These platforms allow candidates to follow inspirational leaders and engage with companies over shared interests. But with over 900 million users, it’s also incredibly difficult for you or your company to stand out.
For us in Dubai, we approach hiring and partnerships differently. Businesses are built on meaningful connections, and for this, we start by engaging with smaller, unique communities, with specific shared interests. Each individual will have different intentions, such as looking for funding, building relationships in a new region, or hiring a tech specialist. Smart algorithms can allow users to find members based on intentions, see at a glance which members engage the most, and where they are located, to help entrepreneurs build relationships that last.
Companies going global must find their allies, seeking international partners and talent who share their vision. This shared purpose is crucial, as it fosters motivation, innovation, and smooth collaboration across borders. It’s important to remember that relationship-building never stops. By cultivating a flexible work culture, you nurture a sense of purpose and engagement. This multi-pronged approach sets you up to expand successfully in the global marketplace.
