1. Please share a brief about your journey of transformation to parent-friendly work culture.

At Ethara, we’re committed to building a workplace where families thrive. Our enhanced Maternity (136 days) and Paternity (10 days) leave policies ensure parents are supported from the start. We introduced Summer Flexibility to help working parents manage school breaks with ease.

Our Mustaqbali Initiative prioritizes parents and their children by offering early access to skill-building programs, fostering a long-term sense of belonging, and paving future career paths for youth. The Women Network serves as an official forum that amplifies the voices of women across the business, enhancing internal and external networks to drive visibility, collaboration, and empowerment.

We support nursing mothers with dedicated daily hours for 18 months, enabling balance during the critical early years of parenthood. Over 50 employees have benefited from First Aid and Basic Life Support training, equipping them as caregivers at work and home.

Our Al Amal charity game unites People of Determination, raising awareness and creating inclusive platforms that support diversity and belonging. This initiative strengthens our vision for a workplace built on empathy and inclusion, and opens opportunities for collaboration with Parent-Friendly Label partners.

At Ethara, we continue to lead by example—creating an environment where families, futures, and careers grow together.

2. What inspired you to join this movement towards building a parent-friendly workplace?

At Ethara, our inspiration to champion a parent-friendly workplace stems from a simple truth: when employees feel supported at home, they thrive at work. In an industry known for high-paced delivery and dynamic demands, we recognized the need to evolve—not just to retain talent, but to create an environment where people can build lasting careers. Today, more than 59% of our workforce has been with us for over five years, a testament to our commitment to work-life integration.

As a diverse employer representing over 40 nationalities, we see the workplace as more than a destination—it’s a community. Our efforts align with Abu Dhabi’s vision to become a global talent hub, and we take pride in making the capital a welcoming home for working families.

Our LinkedIn Life Page reflects real stories of our team—parents managing world-class events while raising families, women leading operations in major venues, and young professionals growing under our care-first culture.

We joined this movement not just as a checklist, but as a mindset shift—one that places empathy, belonging, and purpose at the center of our business. Because when you care for parents, you create a future-ready, loyal, and inspired workforce.

3. Please share ONE unique parent-friendly workplace initiative that your organization is particularly proud of and has made the biggest impact on your employees.

One of Ethara’s most impactful and unique parent-friendly initiatives is our Summer Deployment Program, which reimagines how we support working parents during the school break—a time traditionally marked by stress and logistical challenges.

This initiative, under the "Flexibility and Wellbeing" category, allows employees—especially parents—to benefit from adjusted working hours, remote options, and reduced on-site requirements, depending on operational needs. Departments co-design these schedules to ensure continuity while enabling parents to manage family responsibilities and spend meaningful time with their children.

Beyond improving retention and morale, this initiative has become a powerful talent attraction tool, positioning Ethara as an employer of choice in the region. It gives top-caliber professionals—both full-time employees and fixed-term contractors—the confidence to relocate to Abu Dhabi, knowing they’ll find a supportive environment that prioritizes personal wellbeing alongside performance.

Based on Ethara culture index survey, 87% of the employees believe that The remote work policy supports me in better balancing and managing responsibilities and makes me feel more productive. In a fast-paced events and venue industry, our Summer Deployment Program sends a clear message: Ethara is a place where work and life can thrive—together.

4. In your opinion, what are the key benefits organizations can achieve by shifting to parent-friendly workplaces and culture? makes parent-friendly workplaces the wave of the future?

In today’s evolving world of work, shifting to parent-friendly workplaces is no longer a “nice to have”—it’s a strategic imperative. Organizations that embrace this shift unlock a range of benefits: increased retention, deeper employee engagement, and a more inclusive, values-driven culture. At Ethara, our journey to becoming one of the best workplaces in the MENA region—recognized by PwC's Culture Index—has been shaped by this very philosophy.

By embedding parent-friendly policies into the DNA of our workplace, we address the real needs of working parents—not just through leave benefits, but through flexibility, empathy, and support systems. One of our most transformative practices has been making coaching skills compulsory for all people managers. This ensures that leaders are not only aware of parental challenges but are equipped to support employees through major life transitions with compassion and adaptability.

Our Corporate Wellness Program is another cornerstone. It integrates mental health support, childcare resources, and family-focused initiatives that recognize the whole person—not just the employee.

Parent-friendly workplaces are the future because they reflect the future of our workforce. As expectations shift, the organizations that lead will be those that understand people don’t leave jobs—they leave cultures. When we design with parents in mind, we foster belonging, loyalty, and performance.

This isn’t just good policy—it’s good business.

5. Can you please share two to three quotes from your employees as positive testimonials to how your parent-friendly policies have supported them in their everyday lives?

Rana Hafez - Finance

Ethara’s remote working policy has given me the ability to be more present for my family while still maintaining productivity at work and provided me with the opportunity to balance my professional responsibilities with my personal life more effectively, reducing the stress of daily commutes and giving me more quality time with my family.

Ethara's flexible working environment is another aspect that stands out. The understanding and support from our management team, have created a workplace culture where family is valued and where balancing work and life is not just a policy but a practice. This supportive environment has allowed me to thrive both professionally and personally, and I am grateful for the trust and flexibility granted to us as employees.

I have also taken the benefit of taking 136 days of maternity leave which was tremendous.

Nazeer IbrahimKutty– Human Capital

As a father of a son, a daughter, and a newborn, working in Human Capital at Ethara, I’ve truly come to appreciate how parent-friendly our workplace is. Balancing family life with work is never easy, especially with a newborn at home, but the flexibility and support I’ve experienced here have made all the difference.

Whether it’s working remotely when one of my kids is unwell or taking time to attend school events like my son’s sports day or my daughter’s first school concert, I’ve always felt trusted and supported. The paternity leave flexibility allowed me to be fully present during the early days of welcoming our newest family member, which meant a lot to both me and my wife.

What stands out the most is that these aren’t just policies on paper—there’s a real culture of understanding and care. Initiatives like Mostaqbali also show Ethara’s long-term commitment to families, not just short-term convenience. I’m proud to be part of a workplace that truly values parenthood and enables us to thrive both at work and at home.

Mohamed Nabih’s Son – Finance

As a father of a son, a daughter, and a newborn, working in Human Capital at Ethara, I’ve truly come to appreciate how parent-friendly our workplace is. Balancing family life with work is never easy, especially with a newborn at home, but the flexibility and support I’ve experienced here have made all the difference.

Whether it’s working remotely when one of my kids is unwell or taking time to attend school events like my son’s sports day or my daughter’s first school concert, I’ve always felt trusted and supported. The paternity leave flexibility allowed me to be fully present during the early days of welcoming our newest family member, which meant a lot to both me and my wife.

What stands out the most is that these aren’t just policies on paper—there’s a real culture of understanding and care. Initiatives like Mustaqbali also show Ethara’s long-term commitment to families, not just short-term convenience. I’m proud to be part of a workplace that truly values parenthood and enables us to thrive both at work and at home.

Hamda Al Qemzi – Human Capital

Ethara’s remote working policy has significantly improved my everyday life by offering the flexibility to manage my time more effectively and maintain a healthier work-life balance. Being able to work from home when needed allows me to focus better, reduce commute-related stress, and structure my day in a way that boosts both productivity and well-being.

This flexibility has made it easier to handle personal responsibilities without compromising on professional performance. It also reflects a culture of trust and support that motivates me to bring my best to work every day. Ethara’s commitment to flexible working is a clear example of how the company prioritizes employee well-being while still driving excellence.

Joanna Bates – Business Development

• I am grateful for the support and understanding that Ethara has shown towards working parents. It is a privilege to be part of an organization that genuinely cares about its employees' well-being and actively promotes a positive, flexible work environment.

6. You support your employees in a special way through offering remote working, staggered hours, flexibility around school events and accommodating caregiving responsibilities. Please share real story(s) (anonymous if you prefer) where your employees have benefited from this support.

Working at Ethara is a genuinely rewarding experience, shaped by a culture that places people at the heart of everything we do. Our CEO leads with a people-first mindset, and this ethos is reflected in the extensive support offered to working parents. From flexible work arrangements and remote work opportunities to additional maternity leave and onsite facilities for nursing mothers, the company’s “Parent Friendly Accreditation” by the Early Childhood Authority is more than just a title—it’s a reflection of our values in action. Our company culture isn’t just aspirational—it’s embedded in our KPIs. Every team member is encouraged to be bold, caring, creative, and agile, and this cultural alignment strengthens our collaboration and shared purpose. Despite the fast-paced and sometimes high-pressure environment of the events industry, we’re supported through fair leave policies, time-in-lieu systems, and hybrid work options. Small daily touches like fresh fruit and healthy snacks help fuel our productivity and wellbeing. The company is deeply invested in our growth, offering tailored professional development including coaching and specialized programs for women in leadership. A generous bonus scheme and structured performance management process motivate us throughout the year, while our e-wallet benefits allow us to enjoy our own company events and experiences—a great reminder of the impact we help create. Our achievements are proudly celebrated at our annual gala dinner and quarterly company-wide Town Hall gatherings. We also mark meaningful cultural moments such as Ramadan and International Women’s Day. With beautifully designed offices featuring adjustable desks, creative breakout areas, and coffee stations, it’s a space that inspires innovation and collaboration. The fact that so many of our colleagues have been with the company for over a decade is perhaps the clearest sign of all: this is a workplace where people are valued, supported, and inspired to stay.

Could you describe a moment where insights from collected data (such as employee surveys, system generated) played a key role in achieving a positive result or overcoming a challenge being faced by your employees?

At Ethara, data-driven insights continually shape our commitment to a family-friendly workplace. In 2024, our HR systems revealed that four male employees fully utilized their 10-day Paternity Leave, while four female employees embraced the full 136-day Maternity Leave—demonstrating confidence in balancing family and career. Additionally, 42% of our workforce opted for Summer Flexibility during July and August. This uptake reflected the value of adaptable work arrangements, especially for parents navigating school holidays.

Feedback from our Women’s Leadership and Coaching programs further highlighted a positive impact on engagement, empowerment, and career progression for working parents and caregivers.