Going Global - Dubai (Published in the June 2008 Issue of the Marketing Magazine)

(Published in the June 2008 Issue of the Marketing Magazine)

Are you looking for a marketing opportunity in a location where marketing budgets are in the millions and money flows out of the ground? If you can find it can you please tell me where it is? I will be on the next plane! Finding ‘rivers of gold’ is a common misconception about the roles and opportunities on offer in the Middle East .   However, if you want somewhere that is incredibly fast paced, with opportunities around every corner, to be involved in leading edge campaigns, concepts & products then Dubai / Doha/ Abu Dhabi / Oman or Bahrain are all places to consider. For the purpose of this column I will be covering Dubai .  

Imagine a place that has built an island in the shape of the world map just off their shore line, is in the middle of constructing the world’s tallest building, has plans to build a project just outside the current city limits, the size of Perth within two years and have to call all of their new developments ‘cities’ due to the sheer size and scale. Nowhere in the world have such impressive, bold and monstrously large conceptual statements been taken and put into production. To this end, it is a marketer’s paradise with new development, design and branding opportunities across all industry sectors, which need to be packaged and delivered to the world.

The Middle East has long been an attractive destination for expatriates and in recent times over 15,000 Australians have made Dubai their home. Of the majority of these Australians, over 11,000 are in the Property, Construction and Resources fields. The good news is that as the city grows larger and larger; countless companies from all over the world are entering this daily burgeoning market, creating more opportunities in all fields including marketing.  

So what’s the chance of getting a job? The roles available, and financially worthwhile, tend to be for more senior candidates and include opportunities such as Marketing Directors, Communications Manager, Marketing Managers, Media Liaisons and Brand specialists. As you would expect, employers will buy you for your skills, education and experience. But the reality of getting a job in Dubai from Australia comes down to dealing with the recruitment companies or global organisation’s that have existing relationships in the region. Decision makers in the Middle East work extensively through relationships and trust is a key factor in the Arabic business world. In order to get noticed on your resume make sure you outline your previous roles in great detail and that the dates and qualifications are correct and can be corroborated either through references or certifications. Candidates who speak Arabic do have a natural advantage as do those already in the region, as they are on the ground and understand the nature of the working environment.  

The general process of recruitment in the region is an initial phone interview followed by video conference and depending on the level of the candidate (usually AUD100,000 plus) a flight over to the region is organised to complete the final round. Whilst some people may go through a smooth interview process generally the time from first representation to final interview takes between four and ten weeks. The time it takes from last interview to offer can also vary, as many organisations are government or semi government owned. Dubai also does not have Equal Employment Opportunities policies, affirmative action or anything of the sort. Be prepared  to be asked questions around, age, race marital status and even what your wife or husband does for a living. 

Once you have a job offer, you need to consider some relevant factors in Dubai. Your offer can generally made up of a basic salary, housing allowance, car allowance, and children’s education allowance, medical and in some cases a bonus. Negotiation on offers is a one time affair at the end of a process and usually the only number that may move is the base rate. If you are going to negotiate, make sure you approach the situation in a diplomatic, pragmatic and professional way, so no one loses face. Always advise the recruitment company or the key contact in the organisation you are dealing with, so they can pass on to you previous experience with salary negotiations at that particular company and where possible always liaise through the Agent you are working with, rather than directly with the client, as they will have a better understanding how the client may or may not negotiate. 

The cash advantage of the Middle East is the tax free environment: thus making most packages offered in the region attractive. However do not expect to be offered two or three times your existing salary, as Dubai is no longer a ‘hardship post’ as it was previously considered. It is fast becoming one of the world’s most pivotal cities, which means salaries are falling in line with global markets. Generally the base salaries will match or be slightly lower than the candidate’s current base without tax. On top of this you add a housing allowance which is generally about 20 – 25% of the base rate and a car allowance which is about 1-2% of base. The other benefits are statutory requirements such as children’s education for up to two - three children below the age of eighteen and one return flight a year to your point of origin for your family the class of fare depends on the organisation and employee’s level.  

Applying for a role overseas, talking about ‘what if’ scenarios with your family or friends and discussing the benefits of a new life overseas will always be exciting. However it is essential to be practical and think about the pros and cons of such a move, the impact on the family, on relatives and motivations why you are looking to move. The moment of truth is when an actual offer is made and you have a document ready and waiting to sign. At this point if you have done your research, weighed up all the factors and are 100% committed to the role and opportunity, your transition and that of your family will be smooth and enjoyable. The majority of people who move to Dubai do love the experience, however about 10% struggle to come to terms with the move and fail to last the first year.  

Before you arrive in Dubai you will need to have some funds to get you set up. For the first couple of weeks your employer will put you up in a hotel, but after that period it is up to you to source accommodation. The most expensive part of the relocation is housing and finding a house or apartment is a considerable challenge. Make sure you have researched the housing market on the internet or speak to people in the region because finding a good agent who can set you up is well worth the effort. Also speak with the HR representative of your prospective employer as they might be able to offer information and guidance. Rental properties in Dubai move in hours from listing so those that have the ability to put down a deposit immediately will pick up the lease.  When choosing where you are going to live also consider that Dubai has grown faster than much of its infrastructure, leading to heavy traffic and as speed limits have only recently been put into place, accidents are extremely common: so the less time your in the car the better.  

Obtaining a visa for Dubai is a relatively simple process. Your visa will initially be a temporary visa and your residency permit will take between six to eight weeks to process following finger printing, police checks and probity reports. Without a residency permit you cannot open a bank account, get a loan, buy a car, so take note of this fact when you are budgeting on how much money to bring with you from Australia.  Also the majority of companies only give you the large proportion of your housing allowance after your probation period is up. 

The good news is that cars are extremely cheap compared to Australia. Furthermore you can walk into a shopping centre and buy Australian Beef, New Zealand Lamb, Fresh Seafood, a range of produce from around the world, and it’s less expensive than Australia. The Plasma TV’s are bigger, better and cheaper and the range of technology available is phenomenal. White goods are cheaper as are many household items that are expensive in Australia. 

Unlike many Middle Eastern countries Dubai is becoming more and more liberal which means there are many bars and restaurants. The working week in Dubai is Sunday to Thursday and weekends in Dubai generally always have something on whether it is a sporting event, concert or show. But remember, it is still a conservative place and you have to have an alcohol license to even drink in your own home. 

Deciding to choose Dubai for a role is really a lifestyle choice. Understand that you are a visitor in another country and you cannot just take the values system from Australia with you. Life is different and whilst being considered liberal for the region, it is still based on a hierarchical society where religion plays a key and determining role and the laws are centered on these principals. As long as you are empathetic and considerate towards these values and respect the country and its citizens, your stay and experience will be an extremely rewarding one.  

If you would like to know more about Marketing Roles in the Middle East do not hesitate to contact Alex Wilcox via email on alex@humansolutionsgroup.com.au