‘Arrogant’ Brits Losing Out: Dubai Employers Reportedly Prefer Jobseekers From India, South Africa and Asia

British job seekers in Dubai are finding themselves pushed to the sidelines as employers increasingly prefer candidates from India, South Africa, and other parts of Asia.

Recent hiring data and industry insights suggest that employers in the UAE are prioritising talent from regions perceived to offer greater adaptability, a stronger work ethic, and more cost-effective salary expectations.

The hiring figures show Europeans, including Britons, now make up just 8% of targeted recruits in the UAE, while English-speaking professionals account for only 3% of placements. By contrast, applicants from South Asia and Africa are experiencing growing success, driven by strong qualifications and a willingness to adapt to local expectations.

Cultural Fit and Attitude Under Scrutiny

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Recruiters across the UAE are placing greater emphasis on cultural fit as a decisive factor in hiring, especially amid a surge in job applications.

Trefor Murphy, CEO of Cooper Fitch, highlighted that Dubai job postings now receive up to 2,000 applicants, an exponential rise from the 100 seen in previous years. This heightened competition has led employers to refine their selection criteria, prioritising not just technical skills but also adaptability to regional business norms.

Principal Consultant and HR Recruiter Olena Sopacheva reports that employers are facing growing difficulties with candidates whose demands, particularly regarding salary increases, relocation benefits, and autonomy in the workplace, often diverge from the norms and expectations established within the local market.

British candidates, in particular, have been cited in anecdotal reports as occasionally exhibiting rigidity in negotiations and discomfort with hierarchical structures common in Gulf-based organisations.

A guide by FRSATK Consultancy further explains that cultural fit encompasses alignment with company values, communication styles, and work ethic, all of which are critical in the UAE’s multicultural environment. Poor cultural alignment can lead to miscommunication, reduced productivity, and early employee turnover, making it a growing concern for HR professionals.

As the UAE continues to attract global talent, recruiters are urging candidates, especially from Western markets, to approach opportunities with greater cultural sensitivity and flexibility. This includes understanding local customs, respecting hierarchical decision-making, and adapting to collaborative yet structured work environments.

Economic Drivers and Regional Priorities

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Dubai’s booming economy and strategic push for diversification have driven a surge in demand across various sectors, including technology, construction, healthcare, and hospitality.

The UAE’s proximity to South Asia and its visa-friendly policies for Indian and Filipino nationals have made it a magnet for talent from these regions.

Additionally, migrant workers from India, Nepal, Bangladesh, and the Philippines have long formed the backbone of the UAE’s labour force, contributing to a well-established pipeline of skilled professionals who are familiar with the region’s expectations and lifestyle.

The preference for South African candidates is also notable, with employers citing their strong English proficiency, international experience, and cultural compatibility with Gulf business norms.

Brits Still in Demand, But Not at the Forefront

While British professionals are not entirely sidelined, their share of the UAE job market appears to be shrinking. Roles in finance, legal services, and senior management continue to attract UK talent, but employers are becoming increasingly selective.

According to recent reports, fundraising and institutional sales professionals with deep sector knowledge are in high demand, reflecting a broader shift toward merit-based hiring.

This shift aligns with global trends in talent acquisition, where employers are prioritising cost-efficiency, adaptability, and regional relevance over traditional prestige or passport-based assumptions.

How British Jobseekers Can Improve Their Chances

Experts advise British professionals to approach the UAE job market with humility and preparation. This includes:

• Understanding local business culture and expectations
• Tailoring CVs and cover letters to regional norms
• Being flexible on salary and relocation terms
• Highlighting cross-cultural experience and adaptability

Recruiters warn that the days of relying solely on British credentials to gain entry into Dubai are over, and prospective candidates must demonstrate not only their qualifications but also an eagerness to adapt, integrate, and contribute in the fast-paced, multicultural business environment of the region.

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