Customer service, sales and storage management. These are not typical career choices for young Emiratis, who nine times out of 10 prefer a government job.
Trying to change this picture, however, is a nationwide programme that prepares high-school students for work placements in retail.
Yes to Work is part of the Absher Initiative, which operates four centres – Abu Dhabi, Al Ain, Al Gharbia and Dubai – with teenagers from around the UAE flocking to attend. During Ramadan, 800 students recently undertook a week of theoretical and vocational training with specialised teachers to prepare them for three weeks of work placements that begin on Sunday.
“The aim is to introduce the students to the actual working environment. It’s the first chance for them to be treated as employees,” says Hanan Madani.
The senior support student services coordinator at the Applied Technology High School points to a large cardboard cut-out outlining the programme, and explains what the initiative is all about – giving young Emiratis their first work experience in the private sector.
“Each student has a portfolio and has to perform exercises like role-play and surveys,” she says.
The free programme is divided into three phases: sales, customer service and storage management. After launching last summer, it is now in its second run with returning phase-two students currently studying customer service while “new joiners” begin phase one.
The programme is open to Emiratis, male and female, between the ages of 15 and 18.
“We try to evaluate them in certain areas, like their English level and their knowledge about work protocol and requirements,” Ms Madani says. “This helps us in designing the programme and finding out the needs of the students because they are not studying this material in school.”
As would be the case in a work environment, there is a dress code in place for the programme. Girls have to wear abayas and shaylas and the boys wear kanduras, unless they are placed in companies, such as Adnoc, which have specific dress codes. For training, the students also wear coloured arm bands, signifying which phase they are in.
For placements, Ms Madani says students are thoroughly scrutinised. “Their supervisors monitor their attendance and assign them some tasks. The students also have to follow the rules and regulations of the placement provider.”
At the end of this journey, those successful are rewarded with not just personal fulfilment, knowledge and experience, but with a certificate and a performance-based stipend provided by the Abu Dhabi Centre for Technical and Vocational Education and Training (Actvet).
The demand for retail workers has never been greater as the sector is the fastest growing in the UAE, accounting for 20 per cent of the country’s workforce and 20 per cent of its GDP. Ms Madani says the aim of the programme is to show Emirati students how important it is to the country so that they are able to fill roles typically occupied by expatriates. “Also, it shows companies and organisations that we have qualified young Emiratis who are able to work in all different jobs.”
Majida Rashid, from the Al Jazirah Institute of Science and Technology business faculty, teaches sales to phase one students. With more than two decades of industry and academic experience, she is well placed to share her wisdom.
“It’s very important to have this experience. We can teach theory, but unless the students go to work they cannot realise what work is.” Yes to Work, she adds, is “an excellent way of giving the students a taste of what worklife is and easing them into adulthood”.
The programme, she says, draws upon other vocational business courses, just as she draws on her own experience in strategic marketing. “I tell them how to be successful businessmen and businesswomen. I give them examples of successful Emirati businessmen and women and how they can aspire to become like that.”
When it comes to motivation, Ms Rashid’s lessons go right for the heart. “The first thing I tell them is that their country needs them, that they are the future of their country. I tell them how proud Sheikh Zayed would be of them.” Then, she points out: “The Prophet Mohammed was a shepherd, so how can we say any work is beneath us?”
The programme currently has more women than men, testament to the growing number of Emirati women working in increasingly diversified fields. “Females are very driven because they have an opportunity now,” Ms Rashid says. “But remember, many Arab women, historically, were businesswomen. The Prophet’s first wife was a businesswoman.”
One student, 16-year-old Hanadi bin Humaid, enrolled in the course despite knowing that she was not destined for retail. “Actually, “I’ve made my plan. I’m planning to study forensic psychology abroad,” she says. “I want to make my family and my country proud of me. There’s no Emirati woman in this field.”
The student at Technical Secondary School in Ajman says the programme is valuable for her to gain experience in dealing with customers from a wide range of backgrounds.
Fatma Al Bannai, a 16-year-old at the American Academy in Al Mizhir, is another who does not plan to work in the field. Without a hint of reluctance, she explains: “Honestly, I made my mind up when I was four years old. I told my dad I wanted to become a lawyer and I plan on studying abroad as well.”
Both girls, however, enrolled for the same reason – to gain work experience and skills relevant to any career. “It’s an experience to know how to deal with certain situations that you might not know how to once you first start your job,” Fatma says.
“No matter what career you take, you’re always going to have people that are happy with your service and unhappy with your service, so you have to know how to deal with these situations.”
In the background, Ms Rashid speaks about health and safety, and what to do in case of emergency. A more common challenge of customer service, however, is dealing with disgruntled customers.
Keen to share what she has learnt, Fatma says the first thing to do is to listen to the customer’s complaint.
“At first, you smile. If they keep frowning, then you mimic their expression to show them that you are understanding. You apologise for the unfortunate event that happened to them. You start listening to them and, according to your company’s policy, you act based on that. You try to both comfort the customer and still be in favour of the people you’re working with.”
In contrast, male students adopt different approaches to dealing with disgruntled customers. Mohammed Lootah, a 17-year-old Applied Technology High Scool student now in phase two of the programme, says this was one of the biggest challenges he faced on his first work placement at Centrepoint, Mirdiff Centre.
He found that sometimes customers got mad for no reason. His response: “just keep cool and walk away”. “Leave them alone, walk away and get someone else to help them.”
Despite such instances, Mohammed, now in the customer-service phase, says working as a Shoe Mart salesman was both fun and valuable. “If you want to apply for a job, the person looking at CVs will probably choose someone who has experience and not someone who is new and has not tried this kind of thing before.”
Despite his experience, he does not know for sure what career path he will end up choosing.
Fellow student Saeed Obaid, a 16-year-old at Secondary Technical School, has no such reservations. “I would like to join a nuclear company here, but maybe study outside in Korea.”
Before his first work placement, Saeed says he was very shy. “Now, it’s easy, it’s normal.” He has his own approach to dealing with angry customers. “If they are Russian, I talk to them in Russian. My mother is from Ukraine, so I can advise them what to buy, what’s good, what’s not good.”
Both Mohammed and Saeed study under Robert Anderson, a curriculum specialist for business at Actvet who helped to design the Yes to Work curriculum. Phase two, which the South African is teaching, is largely about merchandising and stock control – the operations side of the retail qualification.
“The students have a supervisor at the workplace and then they have a mentor from the academic side who will go out and observe them to make sure that they are achieving certain outcomes,” he says.
They are then evaluated by their hiring company, their mentor and their supervisor. They are also evaluated before they begin their placement.
“They actually have to pass this week to get to the next phase,” says Mr Anderson. “But in the previous phase of the work-placement part, the students did really well and did valuable work helping customers.”
The programme is also closely monitored as all the courses have been approved by the quality assurance committee at the Adult Education and Vocational Training Institute in Australia.
“It’s an excellent programme because it is designed to give teenagers an opportunity to get work experience at a young age, when normally they would have to wait until they finish school,” Mr Anderson says.
“It’s a win-win because the organisation is getting a look at the future workforce, while the students are getting the skills.”
halbustani@thenational.ae
Japan 30-10 Russia
Tries: Matsushima (3), Labuschange | Golosnitsky
Conversions: Tamura, Matsuda | Kushnarev
Penalties: Tamura (2) | Kushnarev
Royal Birkdale Golf Course
Location: Southport, Merseyside, England
Established: 1889
Type: Private
Total holes: 18
Guide to intelligent investing
Investing success often hinges on discipline and perspective. As markets fluctuate, remember these guiding principles:
- Stay invested: Time in the market, not timing the market, is critical to long-term gains.
- Rational thinking: Breathe and avoid emotional decision-making; let logic and planning guide your actions.
- Strategic patience: Understand why you’re investing and allow time for your strategies to unfold.
Drishyam 2
Directed by: Jeethu Joseph
Starring: Mohanlal, Meena, Ansiba, Murali Gopy
Rating: 4 stars
The bio
Who inspires you?
I am in awe of the remarkable women in the Arab region, both big and small, pushing boundaries and becoming role models for generations. Emily Nasrallah was a writer, journalist, teacher and women’s rights activist
How do you relax?
Yoga relaxes me and helps me relieve tension, especially now when we’re practically chained to laptops and desks. I enjoy learning more about music and the history of famous music bands and genres.
What is favourite book?
The Perks of Being a Wallflower - I think I've read it more than 7 times
What is your favourite Arabic film?
Hala2 Lawen (Translation: Where Do We Go Now?) by Nadine Labaki
What is favourite English film?
Mamma Mia
Best piece of advice to someone looking for a career at Google?
If you’re interested in a career at Google, deep dive into the different career paths and pinpoint the space you want to join. When you know your space, you’re likely to identify the skills you need to develop.
Profile of Whizkey
Date founded: 04 November 2017
Founders: Abdulaziz AlBlooshi and Harsh Hirani
Based: Dubai, UAE
Number of employees: 10
Sector: AI, software
Cashflow: Dh2.5 Million
Funding stage: Series A
COMPANY PROFILE
Company name: Blah
Started: 2018
Founder: Aliyah Al Abbar and Hend Al Marri
Based: Dubai
Industry: Technology and talent management
Initial investment: Dh20,000
Investors: Self-funded
Total customers: 40
What is safeguarding?
“Safeguarding, not just in sport, but in all walks of life, is making sure that policies are put in place that make sure your child is safe; when they attend a football club, a tennis club, that there are welfare officers at clubs who are qualified to a standard to make sure your child is safe in that environment,” Derek Bell explains.
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, Leon.
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
If you go...
Etihad flies daily from Abu Dhabi to Zurich, with fares starting from Dh2,807 return. Frequent high speed trains between Zurich and Vienna make stops at St. Anton.
DSC Eagles 23 Dubai Hurricanes 36
Eagles
Tries: Bright, O’Driscoll
Cons: Carey 2
Pens: Carey 3
Hurricanes
Tries: Knight 2, Lewis, Finck, Powell, Perry
Cons: Powell 3
MATCH INFO
Euro 2020 qualifier
Croatia v Hungary, Thursday, 10.45pm, UAE
TV: Match on BeIN Sports
TOURNAMENT INFO
Opening fixtures:
Friday, Oct 5
8pm: Kabul Zwanan v Paktia Panthers
Saturday, Oct 6
4pm: Nangarhar Leopards v Kandahar Knights
8pm: Kabul Zwanan v Balkh Legends
Tickets
Tickets can be bought online at https://www.q-tickets.com/apl/eventlist and at the ticket office at the stadium.
TV info
The tournament will be broadcast live in the UAE on OSN Sports.
COMPANY PROFILE
Name: HyperSpace
Started: 2020
Founders: Alexander Heller, Rama Allen and Desi Gonzalez
Based: Dubai, UAE
Sector: Entertainment
Number of staff: 210
Investment raised: $75 million from investors including Galaxy Interactive, Riyadh Season, Sega Ventures and Apis Venture Partners
The specs: 2018 Chevrolet Equinox
Price, base / as tested: Dh76,900 / Dh110,900
Engine: 2.0L, turbocharged in-line four-cylinder
Gearbox: Nine-speed automatic
Power: 252hp @ 5,500rpm
Torque: Torque: 352Nm @ 2,500rpm
Fuel economy, combined: 8.5L / 100km
Day 3 stumps
New Zealand 153 & 249
Pakistan 227 & 37-0 (target 176)
Pakistan require another 139 runs with 10 wickets remaining
Expo details
Expo 2020 Dubai will be the first World Expo to be held in the Middle East, Africa and South Asia
The world fair will run for six months from October 20, 2020 to April 10, 2021.
It is expected to attract 25 million visits
Some 70 per cent visitors are projected to come from outside the UAE, the largest proportion of international visitors in the 167-year history of World Expos.
More than 30,000 volunteers are required for Expo 2020
The site covers a total of 4.38 sqkm, including a 2 sqkm gated area
It is located adjacent to Al Maktoum International Airport in Dubai South
Analysis
Members of Syria's Alawite minority community face threat in their heartland after one of the deadliest days in country’s recent history. Read more
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SCORES IN BRIEF
Lahore Qalandars 186 for 4 in 19.4 overs
(Sohail 100,Phil Salt 37 not out, Bilal Irshad 30, Josh Poysden 2-26)
bt Yorkshire Vikings 184 for 5 in 20 overs
(Jonathan Tattersall 36, Harry Brook 37, Gary Ballance 33, Adam Lyth 32, Shaheen Afridi 2-36).
The specs
Engine: 1.5-litre 4-cylinder petrol
Power: 154bhp
Torque: 250Nm
Transmission: 7-speed automatic with 8-speed sports option
Price: From Dh79,600
On sale: Now
Last 10 winners of African Footballer of the Year
2006: Didier Drogba (Chelsea and Ivory Coast)
2007: Frederic Kanoute (Sevilla and Mali)
2008: Emmanuel Adebayor (Arsenal and Togo)
2009: Didier Drogba (Chelsea and Ivory Coast)
2010: Samuel Eto’o (Inter Milan and Cameroon)
2011: Yaya Toure (Manchester City and Ivory Coast)
2012: Yaya Toure (Manchester City and Ivory Coast)
2013: Yaya Toure (Manchester City and Ivory Coast)
2014: Yaya Toure (Manchester City and Ivory Coast)
2015: Pierre-Emerick Aubameyang (Borussia Dortmund and Gabon)
2016: Riyad Mahrez (Leicester City and Algeria)
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
RESULTS
ATP China Open
G Dimitrov (BUL x3) bt R Bautista Agut (ESP x5)
7-6, 4-6, 6-2
R Nadal (ESP x1) bt J Isner (USA x6)
6-4, 7-6
WTA China Open
S Halep (ROU x2) bt D Kasatkina (RUS)
6-2, 6-1
J Ostapenko (LAT x9) bt S Cirstea (ROU)
6-4, 6-4
ATP Japan Open
D Schwartzman (ARG x8) bt S Johnson (USA)
6-0, 7-5
D Goffin (BEL x4) bt R Gasquet (FRA)
7-5, 6-2
M Cilic (CRO x1) bt R Harrison (USA)
6-2, 6-0
Lampedusa: Gateway to Europe
Pietro Bartolo and Lidia Tilotta
Quercus
The biog
Name: Marie Byrne
Nationality: Irish
Favourite film: The Shawshank Redemption
Book: Seagull by Jonathan Livingston
Life lesson: A person is not old until regret takes the place of their dreams
AUSTRALIA SQUAD v SOUTH AFRICA
Aaron Finch (capt), Shaun Marsh, Travis Head, Chris Lynn, Glenn Maxwell, D'Arcy Short, Marcus Stoinis, Alex Carey, Ashton Agar, Mitchell Starc, Josh Hazlewood, Pat Cummins, Nathan Coulter-Nile, Adam Zampa
SQUADS
Pakistan: Sarfraz Ahmed (capt), Azhar Ali, Shan Masood, Sami Aslam, Babar Azam, Asad Shafiq, Haris Sohail, Usman Salahuddin, Yasir Shah, Mohammad Asghar, Bilal Asif, Mir Hamza, Mohammad Amir, Hasan Ali, Mohammad Abbas, Wahab Riaz
Sri Lanka: Dinesh Chandimal (capt), Lahiru Thirimanne (vice-capt), Dimuth Karunaratne, Kaushal Silva, Kusal Mendis, Sadeera Samarawickrama, Roshen Silva, Niroshan Dickwella, Rangana Herath, Lakshan Sandakan, Dilruwan Perera, Suranga Lakmal, Nuwan Pradeep, Vishwa Fernando, Lahiru Gamage
Umpires: Ian Gould (ENG) and Nigel Llong (ENG)
TV umpire: Richard Kettleborough (ENG)
ICC match referee: Andy Pycroft (ZIM)
More on Quran memorisation:
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants
UEFA CHAMPIONS LEAGUE FIXTURES
All kick-off times 10.45pm UAE ( 4 GMT) unless stated
Tuesday
Sevilla v Maribor
Spartak Moscow v Liverpool
Manchester City v Shakhtar Donetsk
Napoli v Feyenoord
Besiktas v RB Leipzig
Monaco v Porto
Apoel Nicosia v Tottenham Hotspur
Borussia Dortmund v Real Madrid
Wednesday
Basel v Benfica
CSKA Moscow Manchester United
Paris Saint-Germain v Bayern Munich
Anderlecht v Celtic
Qarabag v Roma (8pm)
Atletico Madrid v Chelsea
Juventus v Olympiakos
Sporting Lisbon v Barcelona
Racecard
%3Cp%3E5pm%3A%20Al%20Bateen%20%E2%80%93%20Maiden%20(PA)%20Dh80%2C000%20(Turf)%202%2C200m%3Cbr%3E5.30pm%3A%20Al%20Khaleej%20%E2%80%93%20Maiden%20(PA)%20Dh80%2C000%20(T)%201%2C400m%3Cbr%3E6pm%3A%20Wathba%20Stallions%20Cup%20%E2%80%93%20Handicap%20(PA)%20Dh70%2C000%20(T)%201%2C400m%3Cbr%3E6.30pm%3A%20Al%20Nahyan%20%E2%80%93%20Handicap%20(PA)%20Dh80%2C000%20(T)%201%2C600m%3Cbr%3E7pm%3A%20Al%20Karamah%20%E2%80%93%20Handicap%20(PA)%20Dh80%2C000%20(T)%201%2C600m%3Cbr%3E7.30pm%3A%20Al%20Salam%20%E2%80%93%20Handicap%20(TB)%20Dh80%2C000%20(T)%201%2C400m%3C%2Fp%3E%0A
RACE CARD
6.30pm Mazrat Al Ruwayah – Group 2 (PA) $36,000 (Dirt) 1,600m
7.05pm Handicap (TB) $68,000 (Turf) 2,410m
7.40pm Meydan Trophy – Conditions (TB) $50,000 (T) 1,900m
8.15pm Al Maktoum Challenge Round 2 - Group 2 (TB) $293,000 (D) 1,900m
8.50pm Al Rashidiya – Group 2 (TB) $163,000 (T) 1,800m
9.25pm Handicap (TB) $65,000 (T) 1,000m
The Dark Blue Winter Overcoat & Other Stories From the North
Edited and Introduced by Sjón and Ted Hodgkinson
Pushkin Press