Happier people | Sustainability | About us | du™
Make people and society happier
Our license to operate depends on the happiness and satisfaction of our people – customers, colleagues and the community. Through a range of initiatives, we aim to serve the UAE through volunteering, youth empowerment, education, Emiratisation, employee engagement, customer service and the best in event experiences, we try our best to contribute to the wellbeing of everyone in the UAE
Employee engagement and wellbeing
Emiratisation
In 2024, Emiratisation remained a cornerstone of our strategy, with Emiratis comprising 39% of our total workforce. Notably, 46% of senior roles were held by Emirati professionals, demonstrating our commitment to nurturing local talent at the leadership level. Moreover, 54% of our Emirati workforce consisted of women, reflecting our dedication to gender diversity and inclusion.
... Read moreKey initiatives included the launch of the ‘Future X Graduate Programme,’ designed to upskill Emirati graduates in digital and leadership capabilities, alongside a bespoke Commercial National Development Programme, which upskilled 77 experienced UAE nationals. We also participated in university and career fairs, hosting 44 interns and accommodating 116 students through educational institutes and strategic partnerships such as Huawei.
... Read moreKey initiatives included the launch of the ‘Future X Graduate Programme,’ designed to upskill Emirati graduates in digital and leadership capabilities, alongside a bespoke Commercial National Development Programme, which upskilled 77 experienced UAE nationals. We also participated in university and career fairs, hosting 44 interns and accommodating 116 students through educational institutes and strategic partnerships such as Huawei.
Emirati Women’s Day
In celebration of Emirati Women’s Day, the du Youth Council hosted the “I Am Remarkable” workshop, which is aimed at empowering female employees to recognise and celebrate their achievements in the workplace and beyond.
... Read moreThis workshop encouraged open discussions and provided practical strategies for self-promotion, fostering a supportive community where participants could share experiences and learn from one another. This initiative helped build a network of allies and mentors who support each other’s growth.
Additionally, in celebration of Girls in ICT Day, the du Youth Council organised a session where a youth employee delivered an interactive session to over 30 female students at GEMS School, focusing on her journey in the ICT sector. The session featured key insights into robotics and AI, highlighting the relevance and opportunities these technologies hold for the future. The initiative emphasised real-world applications of ICT, providing students with a hands-on perspective of innovation and technology, aiming to bridge the gender gap in ICT and encouraging more young women to consider technology-driven career paths. These initiatives reflect our ongoing dedication to fostering female leadership and supporting the aspirations of Emirati women, both within the company and the broader community.
... Read moreThis workshop encouraged open discussions and provided practical strategies for self-promotion, fostering a supportive community where participants could share experiences and learn from one another. This initiative helped build a network of allies and mentors who support each other’s growth.
Additionally, in celebration of Girls in ICT Day, the du Youth Council organised a session where a youth employee delivered an interactive session to over 30 female students at GEMS School, focusing on her journey in the ICT sector. The session featured key insights into robotics and AI, highlighting the relevance and opportunities these technologies hold for the future. The initiative emphasised real-world applications of ICT, providing students with a hands-on perspective of innovation and technology, aiming to bridge the gender gap in ICT and encouraging more young women to consider technology-driven career paths. These initiatives reflect our ongoing dedication to fostering female leadership and supporting the aspirations of Emirati women, both within the company and the broader community.
Employee engagement
In 2024, we proudly achieved an outstanding 96% participation in our Employee Engagement Initiative, surpassing global and regional benchmarks. This remarkable achievement reflects our ongoing commitment to creating a workplace where everyone thrives. ... Read more
Building on insights from previous years, we also introduced ‘Celebrate,’ an innovative peer-to-peer recognition programme designed to foster appreciation and camaraderie across teams.
As a cornerstone of our engagement strategy, ‘Celebrate’ has revolutionised how we recognise contributions, strengthening meaningful connections and promoting a culture of mutual respect and acknowledgment. Key advancements included:
Building on insights from previous years, we also introduced ‘Celebrate,’ an innovative peer-to-peer recognition programme designed to foster appreciation and camaraderie across teams.
As a cornerstone of our engagement strategy, ‘Celebrate’ has revolutionised how we recognise contributions, strengthening meaningful connections and promoting a culture of mutual respect and acknowledgment. Key advancements included:
- Transparent sharing of survey results across teams, paired with targeted manager training.
- Providing support to underperforming managers through tailored coaching and helplines.
- Conducted pulse surveys to maintain an ongoing feedback loop.
- Delivered initiatives such as corporate roadmaps, Emirati Majlis, CXO-led town halls, and structured performance discussions.
Employee benefits
We offer a wide range of benefits to our full-time employees, fostering a happy and inclusive work environment. Building on our foundation of Pay-for-Performance, we continue to provide enhanced entitlements that go beyond legislated requirements, ensuring fairness and transparency.... Read more
Our work-from-home initiative offers employees greater flexibility while maintaining business continuity. On-site amenities such as relaxation areas, gaming zones, a canteen, and a clinic, alongside financial perks like telecom discounts and complimentary discount programmes, support a healthy work-life balance.
To further motivate and recognise exceptional performance, we use spot awards to reward employees who go above and beyond. Additionally, we have a structured Salary Progression Policy, enabling targeted salary increases within budget and reinforcing our commitment to employee growth and satisfaction.
Our work-from-home initiative offers employees greater flexibility while maintaining business continuity. On-site amenities such as relaxation areas, gaming zones, a canteen, and a clinic, alongside financial perks like telecom discounts and complimentary discount programmes, support a healthy work-life balance.
To further motivate and recognise exceptional performance, we use spot awards to reward employees who go above and beyond. Additionally, we have a structured Salary Progression Policy, enabling targeted salary increases within budget and reinforcing our commitment to employee growth and satisfaction.
HR digitalisation
This year, we launched a comprehensive HR digitalisation programme to enhance employee well-being, inclusivity, and sustainability. By integrating advanced technologies, the initiative has streamlined processes, empowered employees, and significantly reduced the organisation’s environmental footprint. Previously, manual and time-intensive HR methods created inefficiencies, limited access to resources, and hindered data-driven decision-making for greater inclusivity and sustainability.
... Read more The HR digitalisation programme has delivered measurable benefits:
As we continue to innovate, the programme will remain pivotal to our sustainability and workforce strategies, with ongoing advancements such as AI chatbot capabilities and improvements across recruitment, onboarding, and the overall employee journey.
... Read more The HR digitalisation programme has delivered measurable benefits:
- Enhanced Employee Experience: User-friendly tools empower employees to manage HR-related needs, fostering engagement and self-direction.
- Workplace Inclusivity: Data-driven insights have informed initiatives to enhance equity and retain diverse talent.
- Environmental Sustainability: Digitalising HR operations has significantly reduced paper consumption and resource use, reinforcing du’s commitment to sustainability.
As we continue to innovate, the programme will remain pivotal to our sustainability and workforce strategies, with ongoing advancements such as AI chatbot capabilities and improvements across recruitment, onboarding, and the overall employee journey.
Diversity
We have 75 unique nationalities at our office, and we believe that this diversity is the foundation for a thriving culture at du that positively impacts all our people, as well as our customers. ... Read more
We endeavour to be an equal opportunity employer that displays no discrimination regarding age, gender, colour or religion in our decisions to recruit or develop careers. We also support people of determination to build long-term opportunities at our organisation. We currently have three people of determination at du.
In line with our commitment to inclusivity, all employees were entitled to parental leave, with 100% retention rates following their return to work. Enhancements to our paid parental leave policy were introduced to relieve financial and scheduling pressures on new parents, enabling them to prioritise their families during this crucial period. Seamless coordination with managers ensured smoother transitions back into the workplace, strengthening team cohesion and fostering a supportive environment. This dedication to balancing personal and professional priorities has resulted in lower attrition rates among parents and consistent praise from returning colleagues.
We endeavour to be an equal opportunity employer that displays no discrimination regarding age, gender, colour or religion in our decisions to recruit or develop careers. We also support people of determination to build long-term opportunities at our organisation. We currently have three people of determination at du.
In line with our commitment to inclusivity, all employees were entitled to parental leave, with 100% retention rates following their return to work. Enhancements to our paid parental leave policy were introduced to relieve financial and scheduling pressures on new parents, enabling them to prioritise their families during this crucial period. Seamless coordination with managers ensured smoother transitions back into the workplace, strengthening team cohesion and fostering a supportive environment. This dedication to balancing personal and professional priorities has resulted in lower attrition rates among parents and consistent praise from returning colleagues.
Employee wellness
In 2024, employee wellness extended beyond the workplace, embracing a holistic approach that included families and reinforced a culture of health, engagement, and inclusivity. Throughout the year, we saw record participation, with over 2,000 employees and their families actively engaging in various wellness initiatives and events. ... Read moreKey highlights of our wellness programme:
- Sports tournaments such as the Ramadan Football Tournament, du Beach Bash, and Fitze Corporate Sports Fest are aimed at encouraging employees to integrate fitness into their daily routines. This also included the first-ever ‘du kids sports Olympics,’ with 200 children of employees participating.
- Successful implementation of an electronic medical record system in the on-site clinic, seamlessly integrated with the NABIDH government portal, consolidating all health data in one hub.
- Recognition by the Ministry of Health and Prevention for our national diabetes screening campaign, which saw over 500 employees participate in proactive health screenings.
- 90% satisfaction rate for clinic services, with more than 1,000 employees providing feedback, highlighting our commitment to quality healthcare and employee support.
- The success of our health and wellness initiatives, including our company health clinic, is best reflected in the profound impact we have on individual lives:
- “I don’t have enough words to express my gratitude for the love, care, and unwavering support you have shown me throughout my health journey. Your guidance during my cancer treatment and battle with ITP and diabetes has meant more to me than I can ever explain. There were moments when I felt lost, uncertain, and overwhelmed – but you were always there. You provided not just medical care but kindness, encouragement, and hope. Your belief in me gave me the strength to keep going, even in the darkest times. Winning a weight-loss challenge may seem small to some, but I never imagined achieving this milestone. It was only possible because of your unwavering support. You have been a lifeline, a source of strength and comfort during the most difficult periods of my life. The impact of your care will stay with me forever. Thank you for being such a crucial part of my healing and growth.”
A du employee, who is also a cancer survivor and weight-loss challenge winner, shares their insights on the du Employee Wellbeing Team
People learning and growth
Driving innovation and excellence starts with equipping people with the tools and knowledge to thrive. This year, we made significant strides in fostering a culture of continuous learning, ensuring our employees are prepared for the challenges and opportunities of a rapidly evolving digital landscape.... Read more Through forward-thinking programmes and strategic collaborations, we focused on enhancing skills in data science, generative AI, emerging technologies, and leadership.A key milestone was the launch of the Digital Talent Programme, an initiative aimed at establishing du as a leading digital telco. By partnering with a globally recognised technology leader, we provided employees with certifications in cutting-edge fields such as generative AI and data science. This effort bridged critical skill gaps, driving business growth while embedding a culture of agility and curiosity.
In a first for the region, we partnered with the Cisco Networking Academy to offer certification programmes in programming, networking, and cybersecurity. Beyond these partnerships, employees benefited from 30,000 on-demand courses through the MyJourney learning platform, empowering them to pursue self-directed growth. With average learning hours increasing to 26 per employee and 100% participation in Annual Performance Reviews, we reaffirmed our commitment to holistic employee development. In 2024, the learning curiosity level for non-mandatory learning rose to 86.4%, reflecting a 3.4% increase compared to the previous year. Over the past four years, this steady growth highlights an increasing motivation among employees to take initiative in their learning and development journey. These efforts earned us the Udemy Business MENA Excellence Award, a testament to our dedication to impactful and innovative learning strategies. .
Blended learning took centre stage, integrating behavioural, technical, and leadership training to ensure alignment with global trends. Collaborative initiatives with Harvard, Huawei, Nokia, and Telefonica further strengthened leadership development, while targeted programmes like Skill Boosters enhanced business capabilities. We are also committed to developing the talents of the future leaders of du through the EDGE programme in collaboration with Ashridge Hult. .
For 2025, we plan to continue leveraging strategic partnerships and alliances to expand development opportunities, with a strong focus on digital talent skills, enhancing advanced leadership capabilities, and fostering coaching and mentoring skills. By providing best-in-class learning solutions, we aim to promote an integrated learning culture throughout the employee journey, empowering self-directed learning and growth to drive success.
Youth empowerment
Engaging with and empowering youth is central to our mission of fostering innovation and building a sustainable future. By investing in the development of young talent, we not only contribute to the personal and professional growth of the UAE's youth but also ensure a pipeline of skilled leaders ready to drive the nation's digital transformation.The du Youth Council has played a pivotal role in empowering young talent through a series of impactful initiatives: ... Read more
- In collaboration with Huawei, the Youth Digital Pioneers Programme provided university students and young professionals with cutting-edge knowledge and skills in digital innovation through an intensive two-week course.
- The launch of Skillpreneurship empowered young employees to lead skill-based workshops for their colleagues, fostering knowledge exchange, professional growth, and financial incentives.
- A robotics boot camp, hosted in partnership with an Emirati robotics engineer, provided children of employees (aged 8-15) with both foundational knowledge and hands-on experience in robotics over two days.
- The Girls in ICT programme encouraged STEM education among students, inspiring the next generation of innovators and problem-solvers.
- At the Ru’ya Careers UAE Fair, we engaged with young job seekers, offering career guidance and insights into future opportunities.
- The "Every Step Counts" campaign, launched in April 2024 in collaboration with UNICEF’s School Health Education Project, educated students on the importance of healthy living through engaging, interactive roadshow activities.
FutureX
FutureX is du’s pioneering 12-month Graduate Trainee Programme, designed to cultivate fresh talent and shape the next generation of digital innovation leaders. This immersive experience provides graduates with a structured learning journey that blends technical expertise, leadership development, and cross-functional exposure to ensure a well-rounded professional foundation. ... Read moreThe programme integrates hands-on experience with strategic skill development, combining technical training in AI, data science, and digital transformation with sessions on wellness, diversity, and inclusion. Graduates participate in a cohort-based model, fostering a sense of belonging and collaboration while engaging in cross-functional projects and divisional rotations to gain a holistic understanding of business operations. Additionally, quarterly review meetings with senior leadership provide a platform for knowledge-sharing, mentorship, and direct career guidance. .
With a 96% satisfaction rate reported after the first phase, FutureX has proven to be a transformative initiative that equips young professionals with the expertise, confidence, and agility to thrive in a fast-evolving digital industry. Through this programme, we are actively shaping the future of tech talent, ensuring a strong pipeline of skilled leaders ready to drive innovation and long-term business success.
Community Well-Being
Community Well-Being
In 2024, we stepped up our efforts to enhance digital safety and drive social volunteering. Collaborative school campaigns expanded knowledge of cyber threats, while community-based events combated social isolation and promoted togetherness. We also continued forging partnerships with grassroots organisations, ensuring a more inclusive support system for underserved segments.
Community projects
Strengthening social cohesion and inclusion is central to our community strategy. By celebrating key events like Ramadan, Emirati Children’s Day, and Expo, we create shared moments of pride and connection across the UAE. Our initiatives aim to empower specific groups, including youth and women, by providing opportunities for growth and development and fostering a stronger and more inclusive society.
Digital well-being
Our commitment to enhancing community well-being is driven by our holistic DICE approach, which prioritises digital literacy, innovation, cohesion, and empowerment. By addressing the unique needs of the UAE’s population, we aim to create a safer, more inclusive digital environment for all. ... Read more
In collaboration with Beat the Cyber Bully, we expanded our cyber safety initiatives in 2024, delivering targeted workshops to thousands of students in public and private schools across the UAE. These sessions empowered students, educators, and parents with the tools to navigate the online world responsibly. Workshops focused on preventing cyberbullying, understanding data privacy, and recognising the dangers of misinformation, equipping participants with practical strategies for a safer digital experience. .
One of our most innovative projects featured children sharing their online fears and ideas for creating a kinder internet. These powerful video narratives provided a platform for young voices, fostering greater awareness and inspiring meaningful conversations about responsible online behaviour.
Through these initiatives, we have cultivated a culture of critical thinking and respect in digital spaces, promoting inclusivity and instilling confidence in the next generation of digital users. Our work underscores our commitment to addressing the challenges of the digital age and creating a secure, empowering online environment for all.
In collaboration with Beat the Cyber Bully, we expanded our cyber safety initiatives in 2024, delivering targeted workshops to thousands of students in public and private schools across the UAE. These sessions empowered students, educators, and parents with the tools to navigate the online world responsibly. Workshops focused on preventing cyberbullying, understanding data privacy, and recognising the dangers of misinformation, equipping participants with practical strategies for a safer digital experience. .
One of our most innovative projects featured children sharing their online fears and ideas for creating a kinder internet. These powerful video narratives provided a platform for young voices, fostering greater awareness and inspiring meaningful conversations about responsible online behaviour.
Through these initiatives, we have cultivated a culture of critical thinking and respect in digital spaces, promoting inclusivity and instilling confidence in the next generation of digital users. Our work underscores our commitment to addressing the challenges of the digital age and creating a secure, empowering online environment for all.
Charity and fundraising
During Ramadan, we conducted a charity auction for the UAE Mothers' Endowment Fund, raising AED 4,935,000 through the auction of special numbers. We also supported the fund through SMS and social media campaigns, encouraging widespread public donations.... Read more In addition, we continued our collaboration with the Al Jalila Foundation with a donation of AED 1 million to support its ongoing efforts to provide crucial healthcare services and programmes to those in need. The ongoing collaboration with the Al Jalila Foundation will contribute to uplifting the community and expanding the reach and impact of our philanthropic endeavours.
We are dedicated to supporting charitable organisations across the UAE, most notably by providing free-of-cost SMS campaigns to enhance their fundraising efforts. In 2024 alone, this initiative contributed an in-kind value of approximately AED 5 million, helping to amplify the reach and impact of vital causes. As part of our continued commitment to social responsibility, we will maintain this support, reinforcing our role in fostering positive change within the community.
We are dedicated to supporting charitable organisations across the UAE, most notably by providing free-of-cost SMS campaigns to enhance their fundraising efforts. In 2024 alone, this initiative contributed an in-kind value of approximately AED 5 million, helping to amplify the reach and impact of vital causes. As part of our continued commitment to social responsibility, we will maintain this support, reinforcing our role in fostering positive change within the community.
Volunteering
Our employees contributed to several impactful activities with organisations such as the Dubai Charity Association, Goumbook, Emirates Environmental Group, and the Senses Residential and Day Care for Special Needs. These included distributing iftar meals to blue-collar workers, participating in mangrove planting and beach clean-up campaigns, conducting a desert clean-up drive, and engaging children of determination in fun and educational activities.
Engaging events
In collaboration with the Thukher Club and the Dubai Charity Association, we hosted a suhoor event for senior citizens, offering engaging activities and prizes like Umra tickets. For orphans, we organised a lively iftar event with educational activities, entertainment, and gift vouchers to enhance their Ramadan and Eid celebrations. ... Read more
Through these projects, we continue to invest in the UAE’s people, ensuring every segment of society has the tools, opportunities, and support needed to thrive. In 2025, we will expand digital well-being initiatives, enhance employee volunteering, and support UAE-based healthcare and education causes through strategic donations.
In October 2024, du sponsored the AccessAbilities Expo, the Middle East’s premier event dedicated to enhancing the lives of individuals with disabilities. du’s participation aims to empower People of Determination and provide the latest technologies to enhance their quality of life, paving the path towards a more inclusive and accessible future for all.
Through these projects, we continue to invest in the UAE’s people, ensuring every segment of society has the tools, opportunities, and support needed to thrive. In 2025, we will expand digital well-being initiatives, enhance employee volunteering, and support UAE-based healthcare and education causes through strategic donations.
In October 2024, du sponsored the AccessAbilities Expo, the Middle East’s premier event dedicated to enhancing the lives of individuals with disabilities. du’s participation aims to empower People of Determination and provide the latest technologies to enhance their quality of life, paving the path towards a more inclusive and accessible future for all.