Al-Futtaim has launched The Heart of Tomorrow, a global employer brand built around employee experiences across its businesses and markets.
Developed with McCann Synergy, the platform is aimed at more than 40,000 employees representing over 100 nationalities. It uses employee insights, focus groups and leadership interviews to shape a common employer proposition while reflecting different roles, cultures and working environments.
Built around employees
The initiative is led internally by Human Resources and Group Corporate Communications, with Marie Eaton, Head of Talent Management; Nina Kromann, Global Head of Employee Communication; and Olivier Bockenmeyer, Global Head of Brand, overseeing the project.
Rather than relying solely on conventional employer-brand strategy, Al-Futtaim said it used feedback from employees to define the platform.
“We wanted The Heart of Tomorrow to capture the true spirit of Al-Futtaim as our people tell it, rather than a version written for them,” said Nina Kromann, Global Head of Employee Communication at Al-Futtaim. “Every face and every voice belongs to someone who works here. It’s a promise to our own 40,000 people first, and to the future talent who’ll one day call Al-Futtaim home.”
The campaign features Al-Futtaim employees rather than professional models, with filming taking place across more than 15 locations in Dubai, Riyadh and Singapore. Employees volunteered to participate after the locations and workplaces had been identified.
From launch to rollout
The global launch took place on September 9 through internal communications and social media. The platform is now being extended across recruitment, employee communications and social channels in different markets.
“The launch was just the beginning – now the storytelling begins,” the company said.
Paid media is supporting the social campaign across TikTok, Facebook and Instagram.
Al-Futtaim said the employer brand was developed in alignment with its consumer brand, while remaining separate from consumer-facing communications.
The company has not disclosed early figures for applications, engagement or employee sentiment.
For McCann Synergy, the project involved developing a common employer proposition for a multinational workforce while keeping individual employee experiences visible. The next phase will focus on embedding the platform across Al-Futtaim’s recruitment and internal communications.
