Employer Value Proposition Research in the UAE
Sapience conducted an Employer Value Proposition (EVP) research study in the UAE for a leading heavy-manufacturing employer. The research identified how prospective employees viewed the organisation, what drives employer choice, and which EVP improvements could strengthen talent attraction and candidate conversion.
The Challenge
The client wanted to strengthen its employer brand and attract priority talent segments in a highly competitive UAE labour market. The key challenge was understanding where perceptions of the organisation aligned with candidate expectations and where gaps were limiting consideration.
Research Objectives
Measure employer awareness and consideration, understand willingness to work for the organisation over the next three years, and identify the practical and emotional drivers influencing employer choice.
Methodology
A quantitative study among 1,000 UAE residents using a mixed CATI and CAWI approach. The study evaluated awareness, employer perceptions, EVP importance versus delivery, motivations and barriers.
What We Evaluated
Key dimensions included compensation and benefits, safety and well-being, career development, learning opportunities, innovation, workplace culture, flexibility and work-life balance.
Key Insights
- Salary and benefits emerged as the strongest overall driver of employer choice.
- Career growth, job security and work-life balance were also important factors influencing employment decisions.
- Younger UAE nationals placed greater importance on training, development, innovation and technology.
- Older nationals placed relatively greater emphasis on job security, work-life balance and compensation.
- The findings highlighted clear opportunities to tailor EVP messaging and recruitment communication by talent segment.
From Research to EVP Activation
Sapience translated the research into a focused six-month EVP activation roadmap. Recommendations included clearer career-site proof points, stronger communication of rewards and career development, employee-led content, targeted recruitment channels and greater visibility of technology and workplace benefits.
Study Highlights
Drivers of Employer Choice
Strengthen Your Employer Value Proposition
Sapience helps organisations across the UAE understand what attracts, motivates and retains talent through employer brand, EVP and employee research.
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