Modern perspective on talent management and its importance in today’s business environment

Ready to rethink talent management? Today’s talent strategies are data-driven, enabling organizations to build high-performance cultures that drive success through informed decisions. In today’s ever-changing world, talent management is more than just an HR buzzword; it’s a strategic blueprint. It’s a journey where you don’t just attract top talent—you invest in their development, nurture their skills, and build a workplace culture that motivates and retains them. As businesses evolve, so does the role of HR. We're no longer just a support function; we're the architects of future-ready talent strategies that drive both efficiency and long-term success.

To gain deeper insights into modern HR practices, we spoke with Lorin Tuwi Talent Management Director at GMG.

How do you think companies are viewing talent these days?

There is a crucial truth that every employer must understand: people are the cornerstone of any business. It’s not just a slogan for attracting talent; it’s a strategic necessity. The only real differentiator between one organization and another is its people and the culture they create. In today’s war for talent, the demand for skilled, high-performing employees is more intense than ever. Therefore, effective talent management requires HR to take on a more forward-thinking role, going beyond traditional operations to actively shape the future of a flexible, connected workforce.

Companies today see talent as crucial to their success, viewing them as a strategic asset that needs to be managed with a focus on growth, flexibility, and connectivity. And competition for skilled talent is fiercer than ever, requiring companies to adopt more innovative and proactive talent management strategies.

How are the different HR functions adopting these modern practices?

Strategic Recruitment: First of all, let’s talk recruitment. It’s not just about filling vacancies anymore—it’s about finding the right talent that aligns with your company’s goals. If you’re still doing reactive hiring, you’re already behind. The modern approach integrates marketing with recruitment through employer branding. This matters even more now as Gen Z enters the workforce with elevated expectations. They’re not just looking for a paycheck—they want a company whose values resonate with them, one that offers a real sense of purpose.

So, how do you attract these top-tier candidates? Think like a marketer! Showcase your values, career growth opportunities, and a culture of inclusivity and innovation. Platforms like LinkedIn, Instagram, and even TikTok are goldmines for presenting your company as a place where talent thrives. Strategic recruitment is about more than attraction; it’s about retention. Make the

hiring process engaging and candidate-friendly, while leveraging tech like AI for resume screening and automated interview scheduling to speed things up.

At GMG, we use data to create 'Future Talent Profiles' based on high performers identified through internal competency assessments. This data-driven approach ensures that our recruitment strategies are not only proactive but also tailored to align with our long-term goals, making every new hire a strategic decision.

Learning and Development: Here's where it gets exciting: continuous learning is no longer a perk—it’s a must-have. The PwC Middle East Workforce Hopes & Fears Survey 2024 highlighted that 63% of people in the Middle East expect AI, GenAI, and robotics to impact their jobs in the next three years. So, upskilling is urgent. Employees are demanding it, and companies need to step up if they want to keep their top talent.

Our Career Evolution programme in the UAE, allows talent upskilling - from warehouse workers for supervisory roles as an example. By analyzing workforce capabilities, we ensure that the development of our employees is aligned with the evolving demands of our industry.

In addition, we’re overhauling our entire onboarding strategy because we believe the start of an employee’s journey is crucial to how they integrate and thrive within the company. For example, by shifting the focus of induction towards an experience that blends learning, culture, and engagement, we ensure new joiners feel connected and empowered, laying a strong foundation for their long-term success.

Performance Management: Traditional performance reviews? Forget about it. In today’s agile work environment, performance management needs to be dynamic, continuous, and human-centered. That means more frequent check-ins, real-time feedback, and goal adjustments that keep employees aligned with shifting business priorities. It’s not just about reviewing work done but creating an ongoing dialogue that motivates employees to take charge of their own growth.

One of the best moves we made at GMG was using data insights to blend top-down and bottom-up performance strategies. This approach allows us to align individual goals with business objectives, adjusting them based on real-time feedback and performance analytics. In addition, we have created a series of training programmes according to the performance management steps, such as ‘how to set smart goals’; ‘how to receive/give feedback’; ‘what does self-reflection mean’? This way we ensure that the programme is approached in a systematic and structured manner, so employees have full clarity and understanding about their role and future in the organization.

Strategic recruitment, continuous learning, and dynamic performance management are all part of GMG’s commitment to building a future-ready workforce.

Agility is a major focus in today’s business world—how do you see it impacting HR specifically?

Agility in HR Systems: Agility is a necessity in today’s fast-moving business world. HR systems, especially performance management, must adapt quickly to evolving business needs. But flexibility doesn’t mean chaos.

At GMG, we have learned to balance frequent updates with consistent strategic objectives. That way, we can tweak individual goals while keeping the big picture in focus - allowing for real-time adjustments while staying aligned with larger objectives. And for situations like role changes or new managers or new projects, our continues dialogue feature in performance management system and the pro-rata approach ensures being on track and agile as well as fair recognition of contributions across changing conditions.

This agility allows us to respond quickly to changes in the business environment, ensuring that our teams remain engaged and aligned with shifting priorities. It also enables us to provide timely recognition and support to employees as they navigate new challenges, which is crucial for maintaining morale and productivity.

Why is talent management now critical for driving business success?

In today’s dynamic work environment, we must see the critical shift: HR, or what we refer to as the People Department at GMG, are no longer just support functions—they are revenue-driven contributors. Building a high-performing culture isn’t just about managing people—it’s about driving business success through people excellence. That’s when talent management becomes critical, so it is not just about getting the right people in the door. It’s about making sure they stay, grow, and contribute to the ongoing success of the organization. By leveraging data insights, focusing on future skills, and aligning our efforts with the business’s goals, we’re able to elevate productivity and contribute to revenue growth.

By Lorin Tuwi