Many women expats in the UAE are utilizing social media job groups to seek employment and connect directly with employers. These informal networks, often emerging on TikTok and WhatsApp, act like matchmaking platforms, linking job seekers and recruiters through brief videos and group chats.
Safia M, an admin of one such group and a seven-year UAE resident, noted the difficulties of job hunting. “Finding a job can be extremely stressful, especially for newcomers without family support here,” she shared. Reflecting on her own experience, it took her seven months to secure her first job and almost a year to find her second after moving on.
After facing these challenges, Safia decided to assist other women in similar situations. “I frequently encounter women eager to work but unsure of where to search. Solely relying on job websites isn’t always sufficient,” she explained.
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Her initiative started unexpectedly. A friend needed a bilingual secretary, fluent in French and English. Safia created a TikTok video about the opening, addressing it “to the girls.” The response was overwhelming. Encouraged, she shared another video inviting women to comment on their skills and employers to reach out directly.
“Simple TikTok videos generate more engagement than lengthy job ads,” Safia observed. Since then, she has dedicated herself to connecting job-seeking women with potential employers through targeted WhatsApp groups.
One of these women was Elias, who was contemplating leaving her account manager position but feared the job market. “I wanted to quit but was scared about job prospects,” she said. After seeing one of Safia’s videos, she commented: ‘Looking for a cool account manager with three years of experience? I’m here.’
While opportunities didn’t surface immediately, she gained a friend. Safia stayed in touch, and months later, informed Elias: “I found you a job.” Now, Elias works as an account manager at an agency, crediting the support network for her newfound confidence.
Although these groups open doors for many, experts advise caution. Social media platforms aren’t official recruitment channels, posing risks like scams, unpaid trials, or fees for job promises. Yet, many women engage due to the trust and community support involved.
Recruitment consultant Rania Hussam, specializing in mid-level and entry-level placements in Dubai, acknowledges that grassroots efforts can be beneficial but shouldn’t replace formal job searches. “It’s inspiring to see women supporting one another, but candidates should verify offers, avoid paying for promises, use established platforms, and opt for registered agencies to safeguard their rights,” she advised.
