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About us

Fikrah HR is your hands-on, real-world HR partner. From small projects to large-scale transformations, we help businesses simplify HR, stay compliant with UAE labour law, and create people-first workplaces.

Meet Sarah Brooks, MCIPD

Sarah Brooks is the founder of Fikrah HR, a UAE-based HR consultancy with more than 20 years of experience in operational Human Resources across the UAE and GCC.

Recognised as one of the Top 101 Global HR Minds at the World HR Congress in 2019 and 2020, Sarah has worked with leading organisations including Maximus Gulf, No More Bottles, Hope AMC, Landmark Hospitality, First Group, Accor Group, and Wyndham Hotel Group.

Her expertise spans the full employee lifecycle, from recruitment and onboarding to policies, performance management, employee engagement, and HR systems. Sarah keeps it simple. Her goal is to get rid of the industry lingo, explain the rules in a way that makes sense, and give you the practical, caring support your business needs.

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Our personal values

For Sarah, it’s about more than just business. She makes sure Fikrah HR embodies the same principles of care, honesty, and making things easy because that’s how we believe HR should be done.

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Direct Openness

Honest. Direct. We share knowledge. We offer clarity and transparency. We make sure you get the message

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Direct Openness

Honest. Direct. We share knowledge. We offer clarity and transparency. We make sure you get the message

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Legacy & Meaning

Remembering what’s special. Valuing traditions. Personalising everything. You’ll feel the difference. We’re all about creating memories.

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Loyal Togetherness

Loyalty. Teamwork. Forgiving. Getting involved. Friendship. Genuine interaction.

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Generous Care

Making your day. Looking after people. Doing things for others with compassion. Making people smile.

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Fair Play

Creating a safe environment. Abiding by the rules. No bullying or aggression. Ensuring equal and fair treatment.

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Lead with Strength

On a mission. Confidence. Strength. Acting with purpose. Autonomy. Focus. Leading with passion.

Sarah did an an amazing work for our company. Being a start up and in events staffing is tough. It was a piece of cake for her to create a proper structure, getting surveys from over 2000 collaborators and evaluating the reports to help us get the actual figures and implementing things for the future. She is brilliant.

Pramit

She has more knowledge than an actual employment lawyer and never hesitates with her advice to our growing HR community within the Evolve People Network - started by Emma Davies. She’s kind, generous and supportive - promoting a community spirit and always advocating to do the right thing. I’d recommend working with Sarah any day, I'm pleased to be in her network.

Anonymous

Sarah worked with Maximus Gulf on an HRIS project & was able to quickly & effectively understand & translate business needs into tangible outputs, whilst being a trusted advisor for labour law application for both UAE and KSA she provided well rounded, solid advice & guidance to become a valued member of the team, often going above & beyond to support, coach & advise where needed.

Amanda

Ready to get started? Talk to Sarah now.

Schedule a call to see how we can take the stress out of your HR and help your business move forward.

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