What's covered in this blog
This blog explores how employer branding shifts across global markets, comparing London to the UAE. How to localise EVP for emerging markets, build internal buy-in within hierarchical cultures, and centre insight-driven listening before any campaign — also, practical lessons for establishing employer branding in regions where the practice is still developing.
Building employer brand foundations in regions
Employer branding looks different depending on where you're doing it. In some markets, you're optimising and iterating. In others, you're still building on what it actually is.
Hayfa Bukhari has worked across both. She spent time at Cognizant in London running content and advocacy campaigns, then moved to the UAE to work on strategic employer branding at GMG. Now, her work is less about campaigns and more about building something from the ground up in a market that’s new to employer branding altogether.
We caught up with Hayfa to talk about adapting an employee value proposition (EVP) for emerging markets, securing internal buy-in when the concept is new, and making sure employer brand shows up across the entire employee experience, not just in recruitment ads.
How to localise your EVP for emerging markets
If you're working in the UK or US, terms like EVP, DEI, and employee advocacy are common. In the Middle East, they're becoming more common, but you often have to introduce them before you can implement them.
"There's definitely appetite for employer branding here – you see it in the events, the conversations people are having. But it's still relatively new, so part of my job is actually helping people understand what it is and why it matters."
For Hayfa, localisation isn't just translation. It's adapting frameworks to fit local values and organisational realities. At GMG, that includes supporting Emiratisation with a dedicated learning and development programme for Emirati talent, woven into the broader employer brand strategy.
Building employer brand buy-in in hierarchical cultures
Some organisations move fast on new ideas. Others take longer, especially when structures are built around approvals from the most senior person in the room.
"You have to tie everything back to business outcomes. Why this campaign? Why now? What's the actual impact?"
Hayfa's found that visuals help with this. She'll create mock-ups or prototypes – sometimes using AI to speed things up, so stakeholders can see what she's talking about, not just read about it. For a recent event, she put together a mock-up of a workspace activation inspired by Arabic culture. The visual alone got it signed off faster than any deck would have.
Using employee advocacy to strengthen employer branding
At Cognizant, Hayfa helped launch a successful employee advocacy programme that was based on genuine experience rather than generic scripted posts.
"We gave people a few pointers, but mostly just let them tell their own stories. In their own words. Their own moments."
That authenticity drove real engagement. Posts got traction, the CEO got involved, and suddenly the brand narrative wasn't something being pushed from the top – it was something employees were actively shaping.
At GMG, she's taking the same approach, spotting the moments already happening inside the business and turning those into stories, rather than manufacturing everything from scratch.
Why listening should come before every employer brand campaign
Creativity matters, but in employer branding, you need insight first.
"You can't assume what people care about. You have to ask. Surveys, interviews, even casual feedback – it's all essential."
That feedback has helped Hayfa focus on what employees actually value: wellbeing, belonging, and flexibility. Not what leadership assumes matters, but what people say matters. And that leads to campaigns that land better and engage more deeply.
Key tips for building employer branding in new markets
Hayfa shared a few things she's learned working in markets where EB is still finding its feet:
Start with education. Don't assume people internally know what employer branding is or why it's worth investing in.
Design the experience, not just the campaign. Your brand is built in the day-to-day reality of working there, not just in what you post on LinkedIn.
Validate with insight. Employee feedback – qualitative or quantitative – isn't optional.
Local context matters. Cultural nuance doesn't translate word-for-word. What works in one market might completely miss in another.
Show, don't just tell. Mock-ups and visuals bring ideas to life faster than a deck full of bullet points ever will.
In emerging markets, employer branding isn't just about standing out. It's about being clear and credible. Building understanding takes time. Building trust takes even longer.
