Strategic HR Partnership with Cultural Ambassador of the Middle East, Ali Al Saloom

Dubai, UAE, April 14, 2016

Ducab, the UAE-based leading manufacturer of high-quality cables and cabling products, has revealed a strategic pillar within its Emiratisation drive - the engagement of Ali Al Saloom, of 'Ask Ali' fame, as the company's first workplace emissary.

Ducab's partnership with Ali Al Saloom will be the first of its kind in the country's industrial sector and aims to position the UAE industrial sector as a viable working environment for Emirati talent. Ali, who has a strong following on social networks, will use social media and personal appearances to emphasize Ducab's commitment to creating an immersive, engaging workplace environment for Emiratis and the many nationalities that call the UAE home.

This initiative aligns Ducab more closely with the vision of the UAE government to create the happiest nation in the world. For a number of years, a number of initiatives have been implemented within the organisation to promote happiness, participation, and inclusivity at the workplace.

Speaking about the announcement, Mona Mohamed Fekri, General Manager, Human Resources, at Ducab, said: "Our human resource management strategies at Ducab are aligned with the vision of the UAE leadership, addressing the bigger picture of raising the level of happiness of residents and specifically employees at the workplace. We believe this will reflect positively on the company's overall performance as well, as motivated staff will be more productive and efficient."

"We are also thrilled to announce our partnership with Ali Al Saloom, who is today one of the foremost presences on social media championing Emirati culture. His efforts to build intercultural awareness are well-received by thousands within the country and beyond. We believe that Ali is the ideal person to amplify our message that, as an Emirati company, we are committed to providing engaging career opportunities for UAE nationals", she added.

As a part of this engagement, Ali has created a video at Ducab facilities, which features employees from 26 different nationalities. This video, similar to his popular show 'Doroob', highlights the advantages of working in the inspiring industrial sector in the UAE.

Ali Al Saloom said: "When I began engaging with Ducab, I met with a number of staff who worked passionately and were proud about creating products for the rest of the world that are made in the UAE."

In addition to this, Ali will also join Ducab at events and forums to highlight the ways in which the company's work environment and competencies complement the rich culture of the UAE, while offering employees the opportunity to develop their capabilities and enjoy a thriving career.

Ali continued: "Ducab is renowned in the UAE for its quality offering, and it also represents the UAE on an international scale as a leading name in the industrial sector. The company's work and initiatives with young Emiratis is admirable. I am proud to be working alongside Ducab and highlight the exemplary working environment the company offers and the UAE identity it embodies."

Ali is renowned particularly across the GCC for his influential culture-focused articles and talks, which draw the region's focus to its heritage and history. Through his website, Ask Ali (www.ask-ali.com), he communicates with expatriate communities to introduce them to UAE culture.

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About Ducab
Jointly owned by the Investment Corporation of Dubai and Senaat (General Holding Corporation, Abu Dhabi), Ducab operates five manufacturing facilities in the UAE, and one in the UK. The company has a manufacturing capability of over 115,000 metal tonnes of high, medium and low voltage cables and 110,000 tonnes of copper rod and wire per annum, across specialised product lines designed for particular sectors, such as PetroBICC (Oil, Gas & Petrochemical sector), RuBICC (flexible rubber cables), FlamBICC (fire performance cables), and NuBICC (60-year certified cable range for nuclear power plants). Ducab is an ISO 9001:2000 certified company and is also certified to the ISO 14001 Environmental Management System and OHSAS 18001 Occupational Health and Safety issued by BASEC (British Approval Services for Cables). Ducab cables are also approved by the Loss Prevention Certificate Board (LPCB) and Lloyd's Register, UK.

www.ducab.com
www.aeicables.com

For further information please contact:
Ani Bazdekian
Ducab
+971 4 815 8888
Ani.Bazdekian@ducab.com

Anit Kurian
ASDA'A Burson-Marsteller
+971 4 450 7600
anit.kurian@bm.com

© Press Release 2016