AUD on Strategic Human Resources
Discussion during Employer Appreciation Luncheon on Campus

Dr. Assad Farah, Associate Professor of Management at AUD, recently presented Strategic Human Resources: The Link Between HR and Organizational Performance, during a luncheon organized by AUD Career Services, hosting Human Resources representatives from both local and international companies based in the UAE.
Dr. Farah explained that people were prime contributors to the creation of competitive advantage in today’s organizations, commenting that as people were the direct receptors of Human Resource policies, it was important to look at HR as a strategic function.
He went on to compare Administrative HR with Strategic HR, explaining that the former was a function that primarily dealt with personnel administration with the purpose of controlling people’s behaviors, and that the later was a strategic system that positively influenced people’s behavior with the goal of enhancing organizational performance.
According to Dr. Farah, the implementation of a strategic HR system requires an understanding of the HR performance link. He explained that first HR policies needed to be designed in line with employee needs, but that it was the way these policies were implemented in practice that really mattered. “Positive perceptions of HR practices mean that those practices are projecting trust, care for wellbeing and fairness from the organization towards its people. Such perceptions often translate in enhancing attitudes, and employee attitudes in turn, have a direct influence on their discretionary behavior at work, a prime contributor to organizational performance.”
Dr. Farah finally stressed that research demonstrated that a proper implementation of a strategic HR system generally lead to positive employee reactions and consequently, higher organizational performance.
Director of the Office of Student Retention and Success Mrs. Tala Makhlouf commented, “throughout the year, we liaise with regional and multinational companies, creating a business network to offer employment and internship opportunities for our students and alumni. We hosted this event not only to personally thank our most strategic partners for their continuous support, but to initiate discussions between academia and HR officers in the UAE on improving organizational performance, ultimately leading to the improvement of the jobs available to our graduates.”
Thanks to the efforts of the Career Services team at AUD, and through a series of activities and events held during the semester, the AUD student community and companies are brought together with the aim of a mutually beneficial collaboration, ensuring that the university’s talent is employed by the market leaders.
Our efforts have certainly paid off, as our students were recently voted among the 150 most employable in the world[1],” boosts Makhlouf proudly. “It is our goal to couple our graduates with companies who implement strategic HR policies, as this is how competitive advantage is developed.”
AUD thanks the following strategic partners for their continuous support: Arla Foods, Azadea Group, Boeing, Chalhoub Group, Choueiri Group, Coca Cola, Dior, DU, Emerson, Expo2020, General Electric, Golin, Huawei, InternsME, J. Walter Thompson, Keller Grundbau, KPMG, L'Oreal, Mashreq Bank, Philip Morris Management Services, PwC, SEL Middle East FZCO, Tanmyah, TECOM Group, and Unilever.