When an organisation expands its business operations to a new region, it brings along its ethics, cultural values, and its people. However, it’s equally important to integrate the cultural nuances and local talent of the new region into the workplace to ensure sustainable success. Additional responsibilities include aligning business goals with people goals, as newly hired talent in the region will work collaboratively with the organisation’s more experienced, vision-aligned teams.

Recently, Primus Partners announced its expansion into the United Arab Emirates, appointing Nader Haffer as the Director of Primus Partners UAE, Senior Advisor and Non-Executive Director for India operations. Nader brings over three decades of leadership expertise across key sectors in the UAE, including professional services and management consulting. His career highlights his exceptional ability to drive transformative change and foster a culture of excellence within organisations, as well as, his strategic initiatives focused on employee well-being, corporate social responsibility (CSR), and building strong partnerships in the region.

In an exclusive interaction with People Matters, Nader not only shared his vision for Primus Partners in the UAE but also discussed his role in building a thriving team and fostering a culture of collaboration, learning, and innovation.

Read here the edited excerpts:

Starting with a clear vision..

In my view, Primus UAE is well aligned with our operations in India, but as a startup here, we need to maintain a sharper focus. Our vision in the UAE is to become a leading provider of digital solutions and services, delivering innovative and effective solutions that genuinely benefit our clients with a tailored approach to meet the specific needs of this market, honing in on what works best here.  We’re particularly focused on digital transformation, which is constantly evolving in the UAE. To achieve this, we aim to provide cutting-edge technology solutions that empower businesses to thrive in this rapidly evolving digital landscape. 

The immediate goals are twofold: First, drive innovation, and build global market reach. There’s no better place for this expansion than the UAE right now. By leveraging expertise from India, we are entering this new market with both crucial short-term goals and critical long-term objectives. Second, we aim for sustainable growth, while navigating challenges of the new region.

For our expansion proposition, we will focus on the key sectors of the UAE i.e. real estate, banking, healthcare, financial services, and education, with a thorough sector review. We will assess the focus of this new geography, with a laser-sharp focus on key sectors. Healthcare is seeing significant investments in advanced technology to improve patient care and operational efficiency, Cybersecurity and client data management offer growing opportunities, and education is rapidly evolving, with new platforms and technologies transforming the landscape.

Furthermore, it’s important to underline that the UAE is a public sector-driven economy, with the government being the largest investor. There’s been a tremendous amount of investment in technological transformation, and with Primus’s strength in the public sector of India, we get to leverage resources across the entire firm and bring them here. So, our main priorities remain the public sector, education, healthcare, and financial services.

Talent recruitment - a healthy mix

When it comes to recruitment , finding a healthy balance between local talent and experts from abroad is a sustainable option. Hiring local talent becomes crucial for penetrating the market, understanding cultural nuances, and adapting to the pace and dynamics of the region. Although, in the UAE, ‘local’ takes on a different meaning because of the incredible diversity—over 200 nationalities are represented here, making it one of the most diverse countries in the world. 

Another crucial aspect is ensuring we have experts who are ready to contribute, who understand not just the client’s culture, but also the work culture of the firm. These experts bring with them the skills to implement effective, efficient, and innovative solutions. Achieving that healthy mix is a balancing act, one that requires a constant yet continuous adjustment. 

When it comes to hiring for business consulting, there is a scarcity of talent, and the demand for skilled talent is high. We have a niche requiring focus on one market at a time, unlike larger firms that move people all over the world. In the UAE, many professionals today are less interested in that kind of global mobility, giving us an advantage in positioning ourselves with the right balance of local and international talent. 

Ultimately, we wish to bring in people who understand our firm’s culture and know how to navigate the broader organisation. 

Whether you’re hiring locally or internationally, there are always challenges, especially when bringing together multiple cultures—both regional and corporate. To succeed, you need to approach it with finesse: develop your local talent, bring in the right expertise with a deep understanding of the culture, and respect the diversity you aim to cultivate. 

Building teams and creating a culture of learning and collaboration..

As a Director for Primus UAE, I will guide the board on how we plan to achieve our goals with a solid set of objectives. The primary focus will always be on enhancing client success through tailored digital solutions and innovation—particularly  leadership innovation. By continually investing in the development of technology solutions tailored to this market, I will support the company and top management, ensuring alignment, mutual understanding of goals and vision, and sustainable growth. Drawing on my management consulting expertise across various sectors, including oil and gas, I will provide strategic guidance to the region and its people, ensuring cultural alignment.

For local teams, we need to make the right investments in developing our people and establishing strong leadership and mentorship programmes. The UAE is one of the few in the world with a Ministry of Tolerance & Coexistence, so creating a culture of mutual respect, where tolerance and understanding are key, is crucial. When we can appreciate and tolerate each other, we can extend the same respect to our clients and the diverse groups we interact with. This will be a key part of my role, as it will help the firm accelerate innovation and build an inclusive work environment, working toward a shared goal.

In terms of strategic direction, I will also focus on building strong relationships of trust with key partners. At the end of the day, people choose trust over services. Many firms hire the smartest people, have great R&D, and offer excellent services, but what truly matters is the relationship of trust.

In addition, I aim to focus on the long-term vision and growth, empowering local teams to become key contributors to our expansion both in the region and globally. To achieve this, we will introduce leadership courses and skilling opportunities. For fostering a culture of collaboration and innovation, I will work closely with the HR to ensure cultural integration by understanding and navigating local cultural dynamics. This involves blending diverse teams and managing different cultural perspectives effectively. Skilling programmes for frontline teams to engage with stakeholders, both internally and externally, are essential. Additionally, we need continuous learning and development programmes for both young talent and senior leaders. It’s not just about ticking boxes; it's about constant improvement. We must ensure that both local talent and global experts feel comfortable and supported. 

Induction processes are vital, and while there’s no such thing as a perfect programme, we can always strive to improve. Speed can sometimes lead to challenges in onboarding, but with the right mentorship and buddy programmes, we can smooth out those bumps. 

“The workplace is evolving. People now value flexible working hours and environments, which has been evident over the past few years. As human beings, we’re always adapting, and that’s the beauty of it—creating an environment that fosters learning, development, innovation, and mutual respect. That’s how we can build a mentorship programme that works for everyone, from senior leadership to junior and fresh talent alike.”