On August 28, as the UAE observes Emirati Women’s Day, e& enterprise, the digital transformation division of the global tech organization e&, is emphasizing its commitment to nurturing Emirati talent and promoting gender inclusivity. This year also signifies the 50th anniversary of the General Women’s Union, which enhances national discussions around equality, unity, and sustainable development.
The official theme for 2025, “Hand in Hand, Celebrating the 50th,” highlights the achievements of Emirati women in various sectors, particularly in science, technology, business, and governance. e& enterprise is aligning its talent strategy with national objectives through leadership development, digital upskilling, and inclusive policy implementation.
Learn more — 5G-Advanced: e& UAE sets new world record for connectivity
“Our goal is to empower Emiratis through mentorship, mobility, and skill enhancement,” stated Mariam Minhas Mannan, chief human resources officer at e& enterprise. “We are dedicated to providing every promising Emirati, especially women, with a clear pathway for career progression within a supportive culture that promotes growth and high performance.”
Developing Competence for a Digital Economy
e& enterprise is continuously investing in structured talent development initiatives that prioritize Emiratis in its workforce strategy.
The recently introduced AI Graduate Programme is pivotal to this mission. Since its launch, 62% of new graduates hired have been women, contributing to an overall female involvement rate of 81% in the program — an encouraging signal for gender balance in essential tech roles.
This program aims to equip Emirati graduates with essential skills in data science, machine learning, and applied artificial intelligence, all of which are crucial to enhancing the digital competitiveness of the UAE. In conjunction with the AI Academy, the company has also rolled out technical skill enhancement modules covering cybersecurity, software development, and agile project management.
This strategy reflects a wider trend in how organizations are preparing their workforce for future positions that require adaptability, cross-functional skills, and digital literacy.
“We are investing in the workforce of the future by cultivating digital proficiency,” said Mannan. “The involvement of women in these programs underscores a significant shift in who is influencing the future work landscape.”
The company has also introduced flexible work options for new parents, including improved remote work policies and support through its New Mothers Network. These measures concentrate not only on wellbeing but also on overcoming systemic obstacles that hinder women’s re-entry into the workforce post-maternity leave.
Advancing Emiratisation and Inclusion
e& enterprise has achieved notable progress with its Emiratisation strategy, in line with national goals aimed at increasing the representation of UAE nationals in the private sector. Emirati employees now constitute 54.3% of the company’s UAE workforce, an increase from 51.5% in 2022. The company has set a goal to achieve 60% Emirati representation by 2030.
Alongside this, the organization is also progressing with its gender diversity objectives. As of 2024, female representation stands at 26.2%, a slight increase from 25.8% the preceding year. e& enterprise has committed to achieving a 30% female representation in its UAE operations by 2030.
These improvements are supported by internal tracking systems that monitor talent development and help identify high-potential individuals for accelerated programs. The HR team has instituted performance metrics related to inclusive hiring, retention, and leadership preparation, focusing heavily on national talent.
Mannan, who joined the organization in 2023, has spearheaded the implementation of employee-centric strategies across the company. With her experience in human capital development throughout the Middle East and Africa, her mandate includes fortifying the leadership pipeline and enhancing the company’s value proposition for employees.
“It’s not just about improving numbers; it’s essential that talent is nurtured, developed, and positioned for meaningful contributions,” she remarked.
The firm’s collaboration with NAFIS, the UAE’s national Emiratisation initiative, facilitates the attraction and development of Emirati professionals in fields such as cloud computing, enterprise IT services, and digital consulting.
Encouraging a High-Performance Culture
e& enterprise’s initiatives for inclusion are further supported by a comprehensive cultural framework aimed at enhancing performance while prioritizing employee wellbeing. Multiple internal programs are in place to enhance the daily experiences of employees, particularly those who are parents.
For instance, the “How to Survive the Summer” workshop assists employees juggling childcare during school vacations. Also informative is the e& Mothers Gathering, which provides a forum for female employees to engage in discussions to improve workplace conditions and collaboratively devise solutions to common challenges.
“A strong culture fosters trust and performance,” explained Mannan. “We believe that people excel when they feel supported both in their personal and professional lives.”
Launched in 2023, the She& initiative has evolved into an essential platform within the e& group, aiming to acknowledge, connect, and empower Emirati women. This program includes employee-led storytelling, structured mentoring, and cultural outings, such as curated visits to the Bait Al Banat Women’s Museum in Dubai. Such activities enhance interconnections within the group and bolster the company’s commitment to long-term inclusion.
The organization’s adherence to the UN Women’s Empowerment Principles (WEPs) demonstrates its alignment with global benchmarks for gender equality in business. These principles guide companies in areas like inclusive leadership, equal pay, and non-discriminatory hiring practices.
Internally, these principles are integrated through training, accountability for leadership roles, and transparent reporting of gender-related KPIs. They are also fundamental to the development of career pathways, ensuring merit-based advancement is equally available to all.
Future Prospects: Investing in Sustained Leadership
As Emirati Women’s Day approaches, e& enterprise sees the day as an opportunity for more than mere recognition; it serves as a call to action that underscores the importance of inclusion for national progress.
“We celebrate the legacy of Emirati women, but we are equally focused on the future,” noted Mannan. “Investing in talent, particularly among promising women, is crucial for shaping the workforce of tomorrow.”
Over the next five years, the company plans to enhance its digital academies, leadership training programs, and mentoring structures. This initiative will include targeted developments for mid-career Emirati professionals to support women in ascending to senior and executive positions.
The strategic emphasis of e& enterprise lies in providing long-term value by aligning talent development with national digital transformation goals. This includes offering employees continuous learning opportunities, diverse project experiences, and mobility across the broader e& group.
Additionally, the organization is forming partnerships with universities and vocational training institutes to strengthen its talent pipeline and ensure graduates are equipped to meet market demands in technology, cybersecurity, and digital consulting.
The company’s strategy is pragmatic: aim for scalability, achieve KPIs, and ensure alignment with stakeholder expectations — encompassing employees, customers, regulators, and government partners.
By emphasizing structured growth, tangible outcomes, and a culture driven by values, e& enterprise is dedicated to ensuring that Emirati women, along with all Emiratis, are empowered to shape the future of work.