du Triumphs at CIPD 2025 with Top Wellbeing and Innovation Awards

du has picked up major recognition at the CIPD Middle East People Awards 2025, taking home the Best Wellbeing Programme award and earning highly commended nods for both Best Digital Innovation or AI Programme in HR/L&D and Best Nationalisation Programme. For a telecom operator operating in such a competitive market, that is no small feat.

The awards shine a light on the company’s growing focus on people strategy ,not just technology and infrastructure. Fatima Al Afeefi, Chief People & Impact Officer (Acting) at du, said the honours reflect a commitment to creating a workplace where innovation flourishes, employee wellbeing comes first, and Emirati talent is equipped to lead in a fast-moving digital landscape. She added that this approach supports the UAE’s ambition to become a global leader in technology and human capital.

I’ve always felt that in our region, HR stories don’t get enough spotlight. We talk endlessly about funding rounds and product launches, but culture? Well… I mean, that’s where the real engine sits, isn’t it? At Arageek, we’ve seen first-hand how startups that prioritise people tend to scale more sustainably. So in that sense, this recognition feels spot on.

du’s wellbeing programme, which won the top award, has apparently been in the making for over a decade. It started with something quite practical ,an in-house medical clinic staffed by a full-time doctor and nurses. Since then, it has expanded into year-round health screenings, vaccination drives, and on-site check-ups, alongside wellbeing events for employees and their families. The emphasis is clearly on preventative care and early intervention, aiming to keep the workforce healthier and more productive. Not flashy. But effective.

On the flip side, the company is also doubling down on Emiratisation. Its Nationalisation Programme created by Emiratis for Emirati talent ,was highly commended for its structured, forward-looking design. Career paths are tailored to individual ambitions while aligning with the UAE’s digital transformation goals. Initiatives such as Explore X, Experience X and Future X form part of a broader talent lifecycle approach designed to build a sustainable pipeline of national professionals. And believe it or not, these structured frameworks can make a real difference when done properly, it’s not just a box-ticking exercise.

Then there’s the digital HR angle. du was also recognised for its HR Digital Transformation efforts, which include integrating its HR systems, digitising core processes, and introducing AI-powered tools such as “Ask Dana”, an intelligent HR chatbot. The aim is straightforward: streamline operations, lift employee engagement, and reposition HR as a genuine strategic driver rather than an admin-heavy function. I reckon more corporates in the region should follow that path, though I’m not a fan of AI being rolled out without clear human oversight.

Taken together, the awards position du as something of a benchmark in aligning business performance with social impact. The CIPD recognition underlines how workforce development, digital tools, and national talent strategies are increasingly intertwined in the UAE’s shift towards a knowledge-based economy.

For entrepreneurs watching from the sidelines, there’s perhaps a simple takeaway. Growth isn’t only about products and profits. It’s also about people , their health, their skills, their sense of belonging. Get that right, and everything else becomes a bit less of a faff. Get it wrong, and no amount of shiny tech will fix it.

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