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Written By: Farah Ahmed

If you became addicted to I-Gamify summit’s inspiration, be ready for the latest overwhelming streams! This time it is all about getting personal and being creative…

Day 13: “How to Build your Branding and Communication” with Nadeen Hossam a community manager in Cairo Angels and Dalia Kamal Ahmed a PR strategist.

Nadeen set the confusion between the marketing and branding. She explained the difference between them; Branding being the essence of the company or the startup and the core of marketing strategy. While Marketing refers to the tools used while delivering the message and differs as technologies and trends change. She gave some advises on the things needed to build an effective brand, including:

  1. You have to include brand identity, brand persona, brand experience, brand story, and brand positioning
  2. Consistency is very important in communication, especially in the growth stage
  3. Develop a ‘Though Leadership Strategy’.

Dalia demonstrated the meaning of PR as it constantly works on building and convincing the publics of the organization they work in and its promotions. It also builds customer reality, set recognition of their brand influence, and follows content management, blogging and growth hacking. She then talked about the PR activities that any startup should focus on, including:

  1. The Five Ws; why, where, when, who, and what
  2. The ROI (Return On Investment)
  3. Start the PR in the soft launch, and not in the execution process; as it is vital for the process of credibility and recognition.

Day 14: “Between Staying Home and Relations during COVID19” with Noha A. Zahra, Haidy Taher, and Asmaa Hanafi. This exclusive panel revolved around positive parenting during the quarantine and giving some tips and tricks for dealing with your children.

Noha an expert in education and humanities, and certified in positive psychology and career coaching. She stressed the necessity of mutual realization that all the family members are stressed during this time, the importance of balancing our time together as a family, and she gave some tips on how to be creative at home. Noha then advises that to deal with the exposed ‘psychological pain’, the person should be ‘present in the moment’ by meditation and not overthink the future. 

Haidy a public policy and children’s rights researcher, and expert in early childhood studies. She discussed the ways to deal with kids at home and homeschooling. She also talked about the required cooperation between the parents to plan alternative activities to schools; as the kids need cognitive, social, personal, and psychical skills development. Likewise, this collaboration between the two partners is needed to raise the children based on codified freedom.

Asmaa a nuclear engineering researcher and expert in business entrepreneurship. She laid down some recommendations to be followed during the lockdown for the aim of positive thinking and psychology of peace. It starts by time management, controlling your reactions and anger, and putting a deadline for the sake of enjoyment and time investment; as it’s an opportunity to do all postponed stuff.  

Day 15: “Our Lives after COVID19” with Rabab Yousry Fattouh, Amr Moustafa, and Sherif Elsemary. That day’s stream was more social-oriented on, where experts from daily fields came to discuss their future in a very enthusiastic discourse.

Amr is the owner of Amr Moustafa Hospitality Management Solution and food and beverage manager in Saudi German Hospital. He argued that the restaurant industry is very stressful and when the quarantine arrived, it brought many opportunities for re-branding and innovation. He believes that the industry of tourism and restaurants will be affected after COVID19, where there will be a boost in E-commerce, online services, and the role of food safety.

Sherif a certified personal trainer, and fitness manager for the Pyramid Gym. He explained the negative impact of the quarantine on the psychical transformation of our bodies, and the financial strife of the families that depended on this industry’s revenues. He assures that all this will lead to high demand for the gym industry post-COVID 19, and the direction of online training as well. 

Rabab an expert in micro-finance and women empowerment, and social and business etiquette trainers. She considers this epidemic to be an eye-opening experience due to the growth of hygienic behavior and sanitization. Yet, there are some negative conducts by people, such as throwing used masks and gloves, bullying the medical staff and patients which will lead to a drop in the applicants in the medical field in the future, along with spreading rumors. 

Then a debate was conducted regarding specific issues and whether or not there can be alternatives during this period. Starting with the Tourism Establishments Chamber new codes and rules, food safety management, doubling the disinfection and cleansing of gyms, the importance of fitness in strengthening your immunity system, till the lack of people’s awareness.

Day 16: “Ideation Workshop” with Jailan Yousri from Cleopatra Hospitals Group, powered by Start Egypt.

Jailan, who works in the health care sector and responsible for the digital transformation in Cleopatra Hospitals Group, led the panel this time. The purpose of the session was to conduct a workshop to brainstorm applicable ideas and solutions for ‘healtech’ services.  Before they start the workshop, Jailan illustrated the digital transformation in health care before and after COVID 19 in several points. Before COVID 19, people were not familiar to using an application to book an appointment with a doctor, and the concept of integrated patient profile was somehow new.  With the appearance of COVID 19, there was a revolution in health care and it took a complete new progressive direction. Let’s see what the ‘new normal’ became:

  1. Home care services
  2. Video call application with a doctor
  3. Huge investments in ‘healthtech’
  4. Personalization between doctors and patients
  5. Cut off extra expenses
  6. Development of the concept of ‘consumerization’ led to the startups to innovate and develop in ‘healthtech’ services.

Day 17: “Transformation & Innovation during COVID19” with Ahmed ElMowalad responsible for the sales digital programs and transformation at Oracle and Mahmoud El Mantawy a freelancing digital transformation consultant and analyst.

Mahmoud opens by illustrating how the new business landscape evolves heading to a trans-formative position. He describes the business as an ecosystem having different correlations, when new technologies (disruptive technologies) emerge, they shake the business in a specific industry. Companies that can adapt to the new factors and the transformation in the landscapes, like new trends and new information, can survive. But the companies and the business partners who can’t cope and don’t pay attention to the new technologies and change in the ecosystem, are threatened to end. Then Ahmed tackled the point of the essential steps towards digital transformation after COVID 19. He clarifies that it is not about technology as they are the tools and vehicles to reach the main objectives/motives, which are the demands and decisions of stakeholders and leaders. Leadership is what drives the change the most, like when they see a pandemic a decision for transformation occurs. He considers that some companies interpret new situations, as not a loss, but a challenge to fulfill the promise for customers. So, it is a personal drive (mindset) and a decision for digital transformation (digitalization) with the motive/view to be more effective.

Subsequently, Mahmoud clarified the overlap between the 3 terms of ‘digital’ and ‘business’ and ‘agile’ transformation. Besides, he emphasized the role and the qualities of the analyst during the process of the transformation. Thereafter, Ahmed highlighted the importance of culture as being the challenge or barrier of digital transformation, financing, and business. Still, it is addressable but takes time and transparency. During COVID 19, the culture needed for digital transformation is the flexibility of workers and businesses.

Here you go the latest update of the summit! Don’t forget to check the entire panel and see their amusing responses to various questions from the audience!

Day 13:

Day 14:

Day 15:

Day 16:

Day 17:

If you want to book your seat for upcoming panel discussions visit us now:


How did the International Certification from the HRCI change your career?



Testimonials from Certified HR Professionals in the Middle East

Journalism: Menna Hamdy

Mostafa Gallal (PHRi, Egypt) – Recruitment Manager at Al Ezz Dekheila Steel

“The most important thing about the certification content is that it helps us to understand the HR science from a global perspective. In addition, to updating us about the new HR trends.

Most of us don’t practice at work all the HR functions, so it allows me to learn about all the HR functions.

Being certified gave me the opportunity to take a role in many projects, as well as participating in many events that added a real value for me.

My mindset started to think about top management decisions and how I can solve the regular issues that happens between top management and unions. I learnt that when proposing any new idea, I should take into consideration how to apply it in a way that fits my company culture

I would advise HR professionals when approaching their HRCI Certifications content study; to try to understand the practical way of each module, and to get acquainted with the HR Expressions and abbreviations as they are very important; they have to study them very well.”

Ezzddin Malek (SPHRi – PHRi, Egypt) – HR Manager at Misr Capital S.A.E

“I acquired my PHRi and SPHRi certifications in 2017 and it gave me an edge to make 2 steps up in my career from senior HR specialist in 2017 to Head of HR in a multinational company within just 2 years and I was chosen by HRCI to be an exam development panelist since 2018.”

Mina Adel (PHRi, Egypt) – HR Manager at IRAM JEWELRY

“Knowing the latest internationally applied methods of human resource management and being a certified practitioner from the premier human resources certification institute (HRCI) made me qualified to undertake larger tasks and assume advanced responsibilities in the field of human resources”

Mohannad Albashabsheh (SPHRi- PHRi, Jordan) – HR & Training Section Head in JBC

“Practicing HR Professionally is an outstanding responsibility. Being SPHRi certified facilitated for me the knowledge, skills, attitude and resulting power to be successful HR Professional”

Dana Hasan (PHRi, Jordan) – TA, LD Section Head

“I have got my first HRCI certification in 2014, then I got my recertification in 2017 as PHRi. Getting such certification helped me to grow in my HR career, stand as a distinguished HR professional in international and multinational companies. 

One of the main reasons that enabled me to work for big companies and be a business partner is having a professional certification.

I advise each professional: Invest in yourself, strengthen your experience with knowledge”

Mariham Magdy (PHRi, Egypt) – HR, Strategy and Management Consultant & Trainer

“As an HR Trainer & Consultant I believe that one of the most important benefits of the International Certification by the HRCI is how efficiently it builds the mind-set of the HR professionals acquainting them with the technical know-how for HR, spoken and standardized in an international language.

The HRCI exerts sound efforts to provide learners with valuable framework that can help them understand technically correct the processes of the different HR functions.

The HRCI Certification enabled me to understand the HR science from an international perspective, which gave me confidence in my work as an HR practitioner and Trainer.

The knowledge learnt throughout the certifications content designs for us a reliable road-map for the right steps to follow for decision making in HR.

I strongly recommend the certification for each professional aiming to progress his/her career in the HR field. Take a step today that you will thank yourself for it tomorrow”

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HRCI Assumes ISO International Secretariat Role for Technical Committee 260 on Human Resource Management



May 04, 2021 07:00 ET | Source: HRCI

ALEXANDRIA, Va., May 04, 2021 (GLOBE NEWSWIRE) — HRCI®, the premier HR credentialing and learning organization, is honored to announce that the American National Standards Institute (ANSI) has appointed HRCI as the International Secretariat for the International Organization for Standardization (ISO) Technical Committee (TC) 260 on Human Resource Management. ANSI is the U.S. member body to the ISO.

ISO TC 260, formed in 2011, is responsible for the development of a series of standards for human resource management processes and practices. There are 19 standards and technical specifications published, with 13 more under development. One of the most noteworthy standards from this work is ISO 30414, Human Capital Reporting, which many Chief Financial Officer’s believe is a safe harbor for the recent ruling from the SEC requiring Human Capital Management Disclosures. The forthcoming ISO 301415 standard will also be an important standard for organizations, helping them create a culture of Diversity and Inclusion.

HRCI looks forward to providing effective leadership and continuing the development of additional standards to guide and optimize organizational performance, value creation, sustainable development and workforce productivity/satisfaction/engagement.

“In keeping with HRCI’s role as the global leader in certification programs, we are excited to be selected as the ISO Technical Committee on Human Resource Management. Leading this initiative to develop standards and practices for global human resources management is a natural expansion of HRCI’s responsibilities to the HR community,” said Dr. Amy Dufrane, SPHR, CAE, HRCI Chief Executive Officer.

“We are proud that HRCI is at the helm of standardization efforts that focus on human resources, which is often a vital factor in an organization’s success,” said S. Joe Bhatia, ANSI president and CEO. “We are excited to see additional progress unfold that will protect and support the interests and vitality of companies, and their employees, on a global scale.”

About HRCI®

HRCI®, headquartered in Alexandria, Virginia, is the premier credentialing and learning organization for the human resources profession. For over 45 years, we have set the global standard for HR expertise and excellence through our commitment to the development and advancement of businesspeople in the people business. HRCI develops and offers world-class learning, as well as the administration of eight global certifications and is dedicated to helping professionals achieve new competencies that drive business results. Learn more at

About ANSI
The American National Standards Institute (ANSI) is a private non-profit organization whose mission is to enhance both the global competitiveness of U.S. business and the U.S. quality of life by promoting and facilitating voluntary consensus standards and conformity assessment systems, and safeguarding their integrity. Its membership is comprised of businesses, professional societies and trade associations, standards developers, government agencies, and consumer and labor organizations. The Institute represents and serves the diverse interests of more than 270,000 companies and organizations and 30 million professionals worldwide. ANSI is the official U.S. representative to the International Organization for Standardization (ISO) and, via the U.S. National Committee, the International Electrotechnical Commission (IEC). For more information, visit

About ISO
ISO is an independent, non-governmental international organization with a membership of 165 national standards bodies through its members, it brings together experts to share knowledge and develop voluntary, consensus-based, market-relevant International Standards that support innovation and provide solutions to global challenges. The Central Secretariat in located in Geneva, Switzerland. Learn more about our structure and how we are governed.

ISO is the Organization for International Standards. It is a non-governmental global entity founded in 1947 and is comprised of 165 countries who come together through National standards bodies to develop proprietary, industry, and commercial global standards. The most recognizable and noteworthy series of standards is ISO 9001 Quality Management.

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Interview with Eureka (ICS Learn Student) Customer Service Agent – Qatar Airways



Interviewer: Mariham Magdy

1. HR Revolution Middle East: Welcome to HR Revolution Middle East Magazine. It’s a great pleasure to have the opportunity to make this interview with you.

What special recommendations would you share with CIPD students to encourage them to progress in their study?

ICS Learn Student:

Going through a period of change is very challenging and emotionally draining with the end outcome almost always unforeseeable. Everything seems to be unpredictable, but that is okay! Take some time to adapt to this new situation, accept it as positive reinforcement to yourself. Add value to yourself. Break through the situations in life. Continuing to learn will bring you academic and professional value to be the person whom you always want to be.

2- HR Revolution Middle East: How did the online set-up provided by ICS learn supported you to finish your CIPD Certification?

ICS Learn Student:

As a CIPD student, I am very glad that I choose ICS Learn as my platform. The online set-ups are very easy to go through and convenient to manage time. Especially as I am a full-time worker, it is very challenging to manage time for study or attend classes. However, ICS Learn supports you with recorded classes and fast responsive tutor support. That connection always made me feel that I was in a live classroom.

3- HR Revolution Middle East:  To what extent do you believe that the CIPD has helped you to progress on your professional path and opened new doors for different career opportunities?

ICS Learn Student:

CIPD is an internationally recognised professional body. Most employer’s value and recognize the professional certification of CIPD. Being a CIPD Member gives professional values to my CV, especially in the field of Human Resources Management.

4- HR Revolution Middle East: How did your HR practice at your organization changed after acquiring the CIPD certification?

ICS Learn Student:

My organization recognized me as an HR student as I am successfully achieving my professional qualifications with CIPD. I feel more confident as they look at me as someone whom they can rely on professionally at any given task.

5- HR Revolution Middle East: What special support have you received from your Tutors at ICS Learn that evidently helped you to finalize your certification?

ICS Learn Student:

During my study period, the support that I received from all ICS Learn tutors is special. Personalized feedback with regards to any assessments helped to achieve pass grades. I highly appreciate that all my tutors are available to answer or clarify any inquires related to my assignments or theoretical doubts in the one-to-one online chat forum.

6- HR Revolution Middle East: The online administrative support is one of the most important things an online global learner need, how was it flexible to proceed with such important certification through the online platform of ICS Learn?

ICS Learn Student:

ICS Learn is one of the best and most recommended online learning providers. The online admin support is a click away as we all are connected in different time zones in the world. That is very important as an online global learner. They do not only support academically but also technically. As a path connecter to the CIPD body, ICS Learn have a very professional admin team.

7- HR Revolution Middle East: How did your problem-solving techniques changed in dealing with HR challenges after finalizing your CIPD certification?

ICS Learn Student:

As an HR student, a CIPD qualification will enrich you with academic techniques. I have improved lots of skills that are helping me to handle challenges in a patient and professional manner. All the studies are practical scenarios rather than theoretical ones which allows me to improve as an individual and improve my behaviours as a people person.

8- HR Revolution Middle East: What would be your next academic degree in mind after the CIPD?

ICS Learn Student:

I would like to do a master’s degree in Human Resources Management.

9- HR Revolution Middle East: Do you believe HR/L&D professionals shall create communities of practice to encourage one another in finalizing their CIPD certifications and nurture the profession that way?

ICS Learn Student:

Yes, I do believe so. Being connected to a community that is driven by the same goals and targets is encouraging. It also helps to build confidence and practice some of the professional behaviours by supporting each other. Sharing each other’s knowledge and giving feedback and different viewpoints always achieves a better outcome.

10- HR Revolution Middle East: What are the needed competences for an HR professional to excel in his/her CIPD studies?

ICS Learn Student:

The field of HR is dynamic and our ability to process and understand it requires self-motivation. Growing in your job means being receptive to new ideas, wherever they may come from. HR professionals who never stop learning are well-positioned to translate well thought out industry trends and data into actionable insights. CIPD is the perfect gateway to our dream career. They support choosing the right course to up-skill your HR practice and stay motivated remotely.


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