Monday 20 September 2021

Loyalty improves work quality, say UAE professionals

DUBAI, July 25, 2021

Seventy-seven per cent of UAE professionals agree that loyalty improves performance at work, according to a new survey conducted by leading job site with YouGov, an online market research company.

Data from the ‘Employee Loyalty in the Mena Survey’ revealed that nearly two-thirds of employees (64%) in the UAE feel loyal to their current employer. Only 16% reported not feeling loyal, while the remainder were neutral.

Loyal employees who are engaged and satisfied at work are the cornerstone of a business. Three-quarters of employees (75%) feel proud when talking about their company’s products and services, and more than 6 in 10 (63%) would recommend their company as a good workplace to others.

In terms of benefits to business, engaged and loyal employees are more productive, creative, and lead to reduced costs. Going the extra mile (74%) and increased productivity (70%) are some of the top perceived benefits of employee loyalty, according to survey data.

High levels of loyalty and engagement can also result in improved financial performance for businesses. A whopping 85% of UAE employees feel highly engaged in their daily work, and 40% will stay in their current organization for a long time even though other companies might offer them better salaries.

Ola Haddad, Director of Human Resources at says: “As workplaces adapt to the new normal, employers are focusing on factors that drive engagement and impact loyalty. The result: workers are happy with their jobs. Employees consider recognition, salary and benefits to be of utmost importance. Feeling appreciated for their time and efforts creates a bond between employees, management and their organization to further strengthen loyalty.”

Factors affecting employee loyalty

This latest research highlights that having an employee engagement strategy gives employers a competitive advantage in recruiting, retaining and engaging employees. Basic salary (47%), additional benefits offered by the company (37%), and senior leadership (36%) are the top three factors perceived to impact employee loyalty the most across the UAE.

The survey also showed that employees want their employers to develop a positive culture. Lack of trust in the management of the current employer (58%) is the top reason for not feeling loyal towards the company across the Mena region. This is followed by the lack of job security with nearly 2 in 5 employees (39%) saying so.

When asked about what can employers do to increase the loyalty among their employees, a higher proportion of the respondents in the UAE believe that creating growth opportunities for the employees (67%), rewards/ recognition (56%), and providing benefits (55%) are some of the major factors that can create an impact.

Zafar Shah, Research Director, Data Services at YouGov said: “In order to be successful, organizations need to win the hearts and minds of employees. Rewards and recognition along with growth opportunities create more positive employee experiences. It’s also crucial for companies to take a fresh look at compensation structures and benefits and evaluate the value they bring to employees. As our study shows, loyalty can directly impact work quality and productivity.” – TradeArabia News Service


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