Some UAE firms offer tuition funds, gifts to employees as benefits, talent retention

From college funds for employees’ children to personalised gifts that mark life milestones, some UAE companies are moving beyond traditional compensation to create more meaningful support systems for their staff.

In a market where talent retention is becoming increasingly competitive, employers say these initiatives aren’t just perks, they’re long-term investments in loyalty, morale, and performance.

At the forefront of this transformation is International Diplomatic Supplies (IDS), which offers college funds for employees’ children, housing and education for warehouse workers’ families, and multiple flights a year for staff to visit loved ones.

Patrick Doyle, Chief Executive of IDS, said their success stems from valuing people as more than just employees. “The success that IDS has enjoyed over many years is attributed to our first-class service. The owners create the direction of the business, but our team deliver the success,” he said. “We know those long-term worries that our staff face... so we alleviate those issues. The cost is relatively low compared to the positive benefits that it brings to the business.”

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IDS currently has 57 UAE-based staff, including blue-collar workers, sales teams, senior management, and admin. One of their standout policies includes investing in long-term education funds for employees' children, to be accessed when the child turns 18.

“We have invested funds on a long-term basis to ensure that every employee who has a child... will have access to enough money to pay for college funds in their home country,” Doyle explained. “They must remain in employment with the company, but the funds are secured in a trust and unconnected to the ownership or changes in the business.”

This isn’t the only initiative designed to boost retention. IDS also supports children's tuition in home countries, a move Doyle described as both an extension of company culture and a strategic idea. “This initiative was a genius idea by our MD, Mark Rogers, and it will be a significant contributor to employee satisfaction and retention in the years ahead.”

Perhaps most life-altering is the relocation support offered to warehouse staff. Doyle shared a powerful anecdote to illustrate the impact. “These workers go home to their wife and children every night instead of seeing them for a month once a year,” he said. “One of the men who brought his family to Dubai turned up at my house unannounced on his child’s first birthday with flowers for my wife, just to say thank you.”

IDS covers housing, education, DEWA, and furnishings, support that not only benefits the individual but boosts morale across teams. “They are all proud to work for us,” he added.

While companies like IDS invest in long-term life-changing benefits, others are focusing on emotional connection and everyday personalisation through curated corporate gifting.

“Corporate gifting in the UAE reflects a balance between tradition and modern values,” said Shuja Jashanmal, Group CEO of Jashanmal National Company. “Businesses are moving away from generic items... personalised touches are becoming a hallmark of impactful gifting.” From engraved luxury goods to custom-designed gift boxes, companies are increasingly viewing gifting as a strategic tool for engagement.

Shuja Jashanmal

Gift cards in particular are gaining traction. “Three core trends: personalisation, convenience and flexibility have made gift cards a preferred choice,” Jashanmal added. “With the added layer of customisation, gift cards are evolving into tools of both emotional resonance and strategic brand engagement.”

Ridhima Dudi, Marketing Manager at Innovations Group, said their approach is rooted in showing genuine appreciation for the individual behind the role. “There’s a clear shift towards thoughtful, personalised gifts... rather than generic items,” she said. “Especially in a diverse market like the UAE... this helps in keeping people engaged and valued.”

At Innovations Group, the focus is on recognising both professional and personal milestones. “We introduced customised coffee and tea glass mugs... and travel bottles,” Dudi said. “Whether it’s a wedding, birthday, welcoming a new baby... we avoid generic gifts and instead pick something that matches the person’s own interests.”

Ridhima Dudi

According to HR consultant Faraz Ahmed, these evolving strategies mirror broader global trends while also aligning with the UAE’s push toward progressive labour policies. “The UAE Labour Law mandates a minimum of 30 calendar days leave per year... and Dubai mandates that every single employee... is entitled to private medical health insurance,” he said.

Ahmed also highlights the country’s growing commitment to modern workplace practices. “The UAE is breaking barriers... flexible hours, hybrid and remote work models,” he said, adding that both government entities and private firms are embracing flexible employment structures, including fully remote and contract-based roles.

“There is a growing corporate investment in Wellness Programmes and Employee Assistance Programmes,” Ahmed added. “Companies are now starting to understand that a healthy workforce, both physically and mentally, is a productive workforce.”

He noted that the region is also embracing tech-driven HR solutions, with employers increasingly leveraging data and automation. “AI and data are also another standout trend,” he said, pointing to a rise in workforce analytics and smart task allocation.

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