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Introduction

Du was founded in 2006 as the Emirates Integrated Communications Company and rebranded as Du in 2007. The company is based in Dubai and offers mobile telephony, fixed-line, broadband connectivity, television, and IPTV services to more than 6.5 million individuals and over 70,000 businesses in the United Arab Emirates (UAE). The company is jointly owned by the UAE government, Mubadala, Dubai Holding, and shareholders.[1]

Du considers employee wellness, happiness, safety, training and development opportunities as very important issues.[2] Like most businesses, Dus commitment to its people has been put to test during the COVID-19 pandemic. COVID-19 is an infectious disease that affects the upper respiratory system that could result in death. Most people experience mild to moderate symptoms and recover, but those who have weak immune systems and underlying medical conditions (e.g., heart diseases, chronic respiratory diseases, cancer, and diabetes) tend to experience severe disease.[3] As of writing, there are more than 232 million COVID-19 cases across the world with 4.74 million deaths. In the UAE, there are 735,180 cases and 2,090 deaths.[4] The lower number of cases and deaths in the UAE compared to other nations can be partly attributed to the swift response of the government to mitigate the spread of the COVID-19 through lockdowns and quarantines. As a result, many businesses have to shift to remote work. At the start of the pandemic in early 2020, Du implemented its work-from-home policy for employees with young children, pregnant women, and high-risk employees. The company's measures to safeguard its people during the crisis were also aligned with government regulations.[5]

Importance of Promoting Employee Well-being

The pandemic has presented new sets of challenges for organizations, especially with implementing work-from-home policy or hybrid workplace methods. The government itself recognizes such challenges. For instance, the Dubai Government Human Resources (DGHR) Department has enforced flexible working hours since August 16, 2020, in government agencies, hoping to enhance employee productivity and increase their happiness.[6] Happiness is a key driver to employee engagement and work satisfaction, which, in turn, drive the organization to success.[7] Happy employees are more likely to stay in the company they are working for, and the efforts of employers can increase employee happiness and willingness to be positive in the workplace.[8]Happiness in the workplace is tied to the employees subjective well-being[9] and those who experience high levels of well-being tend to perform better.[10] Du is also reminded of the importance of health and wellness in maintaining productivity and engagement of its employees amid the COVID-19 pandemic, so it has taken measures to address that.

COVID-19 Response for Employee Safety, Wellness, and Engagement

Aside from enhancing its work-from-home policy, Du also has created a Pandemic Contingency Plan to navigate the crisis and for business continuity. For example, it has identified the key roles to determine employees who need to work on-site and who can work remotely. The Pandemic Contingency Plan also includes monitoring employee business travel to keep track of an employees potential to be exposed to the COVID-19. Moreover, Du has implemented a comprehensive communication plan to educate employees about the coronavirus and how to stay safe and healthy and keep them updated with any changes in policies and safety regulations.[11]

Mental health issues have been prevalent amid the pandemic, causing stress to employees, especially during lockdowns, and affecting their work performance.[12] Aside from enhancing its work-from-home policy, Du also has created a Pandemic Contingency Plan to navigate the crisis and for business continuity. For example, it has identified the key roles to determine employees who need to work on-site and who can work remotely. The Pandemic Contingency Plan also includes monitoring employee business travel to keep track of an employees potential to be exposed to the COVID-19. Moreover, Du has implemented a comprehensive communication plan to educate employees about the coronavirus and how to stay safe and healthy and keep them updated with any changes in policies and safety regulations.[13]

Du has also ensured that its office is cleaned and disinfected regularly. Those who work on-site practice social distancing by implementing occupancy limits on all floors, rooms, and elevators. Furthermore, there is also an emphasis on staying physically fit. Du has participated in a couple of fitness activities, encouraging employees to join challenges, such as the Aventura and the Desert Warrior challenges.[14] When the COVID-19 vaccines started to roll out, Du has provided its employees with the opportunity to get their doses to safeguard their health and well-being. Dus participation in the UAE national vaccination program is a reinforcement of its commitment to prioritizing the welfare of its people.[15] Du is affirmative that its efforts to promote the well-being of its employees and help them navigate through the adversity of this crisis have allowed the firm to create a positive culture despite the pandemic. It also takes pride in having an employee health and wellness center for its staff.

Conclusion

The effects of the COVID-19 pandemic are undeniable, presenting new challenges for organizations and their employees. Du is an excellent example of an organization that has shown its commitment to the well-being of its people, aiming to keep them happy and safe amid a crisis. Du has created a Pandemic Contingency Plan, which has guided its business continuity and initiatives to safeguard the health and well-being of all its employees, including their mental health, physical fitness, and learning and growth. As a result, happy employees are more engaged, committed, productive, and loyal to the organization, minimizing attrition rates. 2020 is a reminder that employees are key drivers of the organizations success. Du plans to continue with its employee well-being initiatives throughout 2021 and beyond.

Question 1: Evaluate how Dus response for employee safety, wellness, and engagement contribute to the organizations business continuity and sustainability amid the pandemic