Multiple Lenses of Emiratisation

Wissam Hachem Vice President – Learning & DevelopmentAbu Dhabi | 16 November 2015

Multiple Lenses of Emiratisation

2

Integrated UAE National Strategy

Attract

RetainDevelop

3

UAE National Strategy• Strategy is driven from the top • Strong Leadership support• UAE National development is business imperative• Development of airline capability• Strategic partnerships • Etihad brand values are directly linked to Abu Dhabi

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Talent Insights & Trends

Key Market Highlights

Professional Training &

Development is top preference amongst UAE

students

To have work/life

balance is the most attractive career goal to UAE students

According to career profiles research UAE students are mostly career

orientatedSource: Universum snapshot 2015 5

Attract

Employer of ChoiceDefine a strong Employer Value Proposition

Attractive - Target group True – Recognized internally Distinct – Competitive advantage Visionary – Supported by top management

6

Attract

Employer of ChoiceOptimize your activation strategy

Reach - Target group coverage Impact – Message should resonate Frequency – Message is consistent

7

Innovative Selection Process

Aligning process to community needs

Challenging conventional methods Inverting hiring decision Aligning process to candidates’ strengths Focusing on “potential” for potential

Increased success rate from 12% to 64%

Discovery Centre

8

Developpassengers per year

employees

aircraft

major business and leisure destinationsnew destinations

185

37,000 +

32.4 million

135

24

by 202

0

Growth Strategy

9

10

UAE National Development Strategy

Etihad Airways | Learning & Development 10 November 2014

UAE National

Development

Training programs

Education support &

scholarships

Professional

development

accredited coursesPersonal

development &

succession planning

Mentorship program

International

assignments

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In addition, almost 25% of all roles filled by internal candidates

Entry level PilotsManagement Technical

Over 22 programs developing airline capability

UAE Nationals are best positioned to reflect Abu Dhabi brand values at every guest touch

point

UAE National Development

11

Retain

Engagement Strategy

Gaining a better understanding of potential talent

Generation “Y” or “Z” Localize and adapt Flexible career pathways Track success and development Management involvement

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GCC 54% N/A 65% 69%

Global 58% 42% N/A 34%

Top Companies 80% N/A 75% 79%

UAE National

s

Engagement

Organizational

Communication

Managerial Effectiveness

OrganisationalValues

76%

75%

41%

66%

77%

88%

Core UAE

Nationals

Graduate

Programs

Etihad Airways

Etihad Airways

Etihad Airways

Etihad Airways

UAE National

s

66%51%

71%

UAE National

sUAE National

s

18%Global Average

3%Best Employers

19%Global Benchmark

23%GCC Companies

Employee Engagement Survey

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Etihad Employer Value Proposition

Growth

Excellence

Innovation

”A world of growth, development and endless opportunities”

”A thrilling world of excellence”

”Leading change through innovation”

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Growth The main aspects of “Growth”

Etihad’s growth also extends to the individual

Personal growth Exposure to a creative

environment Innovative organization Strong element of diversity Impact through one’s work

Etihad Employer Value Proposition

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Excellence

The main aspects of “Excellence”

Etihad Employer Value Proposition

Global high-profile brand Inspires pride High-visibility sponsorships

Offers international career opportunities/benefits

Relocation Travel benefits

High-end market position Very high standard of service and

quality Focus on luxury

There is a thrill to working in the airline industry

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Etihad Employer Value Proposition

Innovation

The main aspects of “Innovation”

At Etihad employees are empowered to have an impact

Openness to ideas Management is open to employee input

Professionalism Winning behaviors Strong L&D capabilities

Creative & dynamic work environment Fast results, action-oriented

Extensive opportunities Strong growth opens up possibilities

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6%

18%

22%20%

30%

35%

43%

2007 2012 2013 2016 2017 20192009

39%

2018

27%

2015

23%

2014201120102008

9%

1%

2006

13%

7%

8346

6971

5804

4694

3445

2017

14681254

819

504298

20813757

Exponential growth since 2006 Accelerating growth over the next 5 years

% representation of measured workforce

UAE Nationals working at Etihad

UP 30% Increase YoY

Results

18

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A solid Employer Value Proposition is needed

to drive both engagement and retention

“I’d love to be part of that company”

“I am committed to my employer”

50%Retention &Engagement

50%Attraction

Thank you!