Workplace Advisory for the Middle East

Edelman Workplace Advisory brings together expertise in internal communications, employee engagement, culture transformation, leadership communications, employer brand, and change communications to help organizations align their people with business priorities at pivotal moments of growth, change and transformation.

Trusted Transformation

The workplace is where trust is built, tested and experienced every day. 

Across the Middle East, organizations are navigating ambitious transformation agendas, increasingly diverse workforces, rapid technological change and evolving expectations from employees, leaders, families, and society. Meeting these demands requires more than effective communication. It calls for clear strategy, credible leadership and meaningful employee experiences that shape how organizations engage, align, and inspire their people.

Grounded in more than 25 years of Edelman’s global trust research, Workplace Advisory helps organizations turn business ambition into employee understanding, advocacy and action. We apply regional insight, data-driven employee listening, human-centered storytelling and practical advisory to help clients build stronger cultures, empower leaders, and deliver lasting business impact.

 

Our Expertise

Internal Communications and Leadership Positioning

Build employee understanding, strengthen leadership visibility and connect people to business priorities.

• Internal communications strategy, governance and content planning 
• Leadership communications and executive visibility 
• Employee messaging, storytelling and narrative development 
• Employee communication channels and engagement solutions including town halls, roadshows, forums, employee events, and digital workplace platforms

Culture, Engagement and Employee Experience

Create workplace cultures where employees feel connected, empowered and inspired to perform at their best.

• Mission, vision, values development and activation 
• Culture strategy and organizational alignment 
• Employee engagement frameworks and campaigns 
• Behavioral change and culture transformation 
• Employee experience design across key moments that matter 
• DEIB, sustainability and ESG communications tailored to market priorities

Change Communications and Transformation Advisory

Navigate complex transformation with communications that build understanding, readiness and confidence.

• Change communications strategy and implementation 
• Stakeholder analysis, audience segmentation and engagement 
• Business readiness, leadership alignment and capability building 
• Program planning, governance, and implementation support

Employee Listening, Analytics 
and Measurement

Turn employee feedback into actionable insights that strengthen engagement and inform better decisions.

• Employee listening strategies and feedback programs 
• Design and facilitation of focus groups and interviews 
• Channel audits and communications effectiveness reviews 
• Dashboard development and performance reporting 
• Employee trust, sentiment and adoption insights 
• Recommendations linked to business and behavior outcomes

Employer Brand and 
Trust Value Proposition

Attract, engage and retain talent through authentic employer brands and employee experiences.

• Employer brand assessment and competitor analysis 
• Trust Value Proposition design and execution 
• Talent attraction and recruitment marketing campaigns 
• Careers website and candidate experience enhancement 
• Employee advocacy and alumni programs 
• Employer brand monitoring and strategy refinement

Mergers, Acquisitions and Special Situations

Navigate high-stakes moments with communications that build confidence, reduce uncertainty and protect reputation.

• Cultural alignment during transactions 
• Integration and Day 1 employee communications 
• IPO, listing, privatization and restructuring communications 
• Leadership transitions and succession communications 
• Labor relations and workforce communications 
• Internal crisis and reputation recovery

AI Adoption and Digital Workplace Enablement

Accelerate technology adoption through clear communications, leadership alignment and employee readiness.

• AI adoption communications and campaigns 
• Digital workplace engagement and channel activation 
• Employee readiness, empowerment and capability building 
• Leadership and manager toolkits

Our Team

Gordon Dowall-Potter

Head of Workplace Advisory

Yasmine Abbas

Associate Director

Olga Radivilova

Senior Account Manager
Connect with Us
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