Why your employer brand matters more than ever in the Middle East

How important is an employer brand when hiring? 

In my view, it's huge. We're a talent business and we have been for over two decades.  It's the people who make the business, and it's the brand that attracts the people. 

Employer branding sits at the heart of every successful hiring strategy I've seen across the UK, the UAE and the Kingdom of Saudi Arabia. Your product, your projects and your balance sheet all matter. But none of them will reach their potential without the right people, and the right people choose where they work based on what your brand tells them before they ever speak to you. 

Why does employer brand matter so much in the Middle East? 

The UAE and Saudi Arabia are two of the most dynamic real estate markets in the world, and that brings fierce competition for talent. In the UAE alone there are thousands of brokerage brands. When a market is that crowded, the best people have choice, and they use it. 

The elite performers we speak to are rarely short of options. Many of them aren't actively looking for a new role at all. What moves them is a business they believe in, a clear vision, a strong platform and a reputation for treating people well. That reputation is your employer brand, whether you've invested in it deliberately or not. 

It matters even more at the senior end of the market, where Hintel focuses much of its work. Senior leaders are making long-term career decisions. They look closely at leadership, culture and how a business behaves, and they talk to their networks before they commit. 

What does a strong employer brand look like? 

A strong employer brand isn't a logo or a careers page. It's the sum of everything a candidate sees, hears and experiences when they come into contact with your business. In my experience, the companies that do it well share a few traits. 

They invest in the platform. The elite brokerages in Dubai invest heavily in their half of the bargain: the technology, support, marketing and leadership that help people perform. That platform is what enables them to attract elite talent, and when great people meet a great platform, that's where the magic happens. 

They put people at the centre of everything. It's really evident when you work with a business that does this. They're clear on what they want to achieve, communication is aligned across stakeholders, and their hiring processes are clear and efficient. The process is smoother and the outcome is often better. 

They look after every candidate, not just the one they hire. This is the part many businesses overlook. Candidates who aren't selected still walk away with an impression of your organisation. Handle the process well and they may want to work for you even more, and they'll tell the market what a great place you are to work. Handle it badly and that story spreads just as quickly. 

They stand for something. In a market with so many brands, you need a differentiator. Why would someone join you rather than the business next door? If you can't answer that clearly, neither can the candidate. 

How can companies build a stronger employer brand? 

There's no single formula, and the right approach depends on who you are and what you're trying to achieve. But these are the steps I'd encourage any leadership team to start with. 

Frequently asked questions 

What is an employer brand? 

An employer brand is your reputation as a place to work. It's shaped by your culture, leadership, platform, hiring process and what your people say about you. 

Why does employer brand matter in UAE and Saudi Arabia real estate? 

Both markets are growing fast and competition for experienced talent is intense. With so many businesses competing for the same people, a strong employer brand helps you stand out and attract candidates who aren't actively looking. 

Does candidate experience affect employer brand? 

Yes, significantly. Candidates who aren't hired still form a view of your business and share it with their networks. A well run process strengthens your reputation even when the answer is no. 

How does employer brand affect senior hiring? 

Senior leaders make careful, long-term decisions. They assess your leadership, culture and track record before they engage, so a strong employer brand opens doors that would otherwise stay closed. 

Can a recruitment partner help build employer brand? 

A specialist partner represents your business in the market every day. The right partner tells your story well, runs a professional process and protects your reputation with every candidate they speak to. 

Talk to Hintel Middle East 

Watch my full thoughts on employer brand on our YouTube channel [link to Short]. If you're building a team in the UAE or Saudi Arabia and want to strengthen how the market sees you as an employer, we'd welcome the opportunity to talk. Get in touch with Hintel Middle East. 

About the Author 

Andrew Deverell-Smith | Founder and Group CEO, The deverellsmith Group 

Andrew founded The deverellsmith Group in 2006 and has spent more than two decades building talent solutions for the global real estate industry. He leads Executive Search, Research and Talent Advisory across the Group, which includes Hintel Middle East and Hintel USA. Under his leadership, the Group has been recognised as a Sunday Times Best Company to Work For for seven consecutive years.