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Written By: Farah Ahmed

The last week of Ramadan was full of surprises! And as promised, today’s article will feature the international speakers that were guests in the summit. 

Let’s take a quick look at these tempting panels…

Day 22 displayed “The Future of E-Learning after COVID19” with Muhamed Reda, technology education specialist and owner of EduVation, Dr. RashaEssam, educational technology lecturer in AUC and consultant, and Rasha Ashraf, software project manager and currently working in a project for the digital transformation of Egypt’s cultural heritage in the Ministry of Culture.

They started the stream putting some lights on the importance of E-Learning. Dr. Rasha described its facilitation for any student to obtain a degree overseas without having to travel, and the possibility of earning a degree while working as well. In short, it makes the person a life-long learner. While Rasha tackled it from the children’s perspective, stating that it provides an interactive environment and gives them a new higher edge of learning. Later, Mohamed added to its importance the achievement of the principle of equality between people; as they can access education anywhere at any time. Also, it saves time, cost, and effort. He then agreed with both women on its global domain and its social interaction. 

Discussing the biggest challenges now and post-COVID 19, Dr. Rasha mentioned some points such as the misinterpretation of E-Learning due to the lack of training for teachers, not all schools have the learning management system, besides the unqualified teaching mode. While Rasha highlighted the challenge from the children’s domain stating the biggest one for kids from 3-12 years, is keeping them interested. Likewise, the E-content creators must be always updated, as the market develops very fast. For her, budget and the difference between formal education and E-learning difference are big competitions as well. Mohamed Reda sees the next period as the era of prosperity in digital education; where there will be an increase in initiatives and investment in education’s infrastructure. 

Later, they gave some insights on the tools needed for E-learning, like:

  • Microsoft Themes
  • Google Classroom
  • Learnovia 
  • Learning Management System (Model)
  • Flash Adobe and Adobe Captivate
  • Articulate Storyline 360

Here you go our International experts’ section! Starting by “Gamification for Solving Problems, Increasing engagement & market research” on the 23rd day. 

Betty Adamou: CEO and founder of Research through Gaming (RTG), the inventor of ResearchGames™, and author of academic text-book, “Games and Gamification in Market Research”. 

She sees games and data changing the world everywhere and helping businesses grow; games are indeed data collection tools and the most engaging medium. She then clarifies that it applies in any discipline; in employee engagement, training, healthcare industry, online learning, etc. 

Steve Bocska: CEO of PUG Interactive, an award-winning company that uses gameplay principles and technologies to solve challenging business problems. For him, ‘Engagement’ is a competitive drive; it keeps the company ahead, like Nike, Sephora, and Starbucks. It is increasingly important for survival and it was highlighted during this period. In the video game industry, engagement is the product, and the bar of engagement in this industry is so high, as you try consistently to attract customers. 

Will Stuart Jones: Head of Solutions Consulting at audience engagement specialists 3radical. When asked about how gamification and mobile applications have a positive impact on customer engagement and experience, Will agreed with Betty and Steve, as it is all about data. Businesses use gamification to capture data to target their consumers/audiences more effectively. 

Regarding market research data collection, Betty instructs to examine the variables of the market you target and consider the clients’ recent objectives. Thus, it is all about using games as a technique for marketing. At the same time, Will added the role of ‘Gamification’ in market research and gamifying some elements in a website, for instance, to observe consumer behavior. Steve laid down a little disagreement, illustrating that there is another layer that should also be considered, which consists of the personality and the motivation of the sector that I’m targeting. Thereafter, objectively asking about the motivators I’m trying to drag them for and how to keep them in the loop. So, it has to be always tempered with the business goals, and to achieve that, consider 3 factors to create engagement: 

  1. Are the community members making interesting choices? 
  2. What is the consequence of those actions? 
  3. How much time pressure you put on someone for engagement?

Linked to the same topic, “The Impact of Gamification on Marketing, Employee Engagement, and Learning” was the focus of the next day! 

Rachel Swann: Commercial Director at 3radical based in the UK. She carries the belief that Gamification is an extension of audience engagement and gives a real-time value exchange. 

Karl Kapp: Instruction Technology professor at the Bloomsburg University of Pennsylvania and the author of “The gamification of learning and instruction: Game-based methods and strategies for training and education”. He maintains the belief that Gamification is all about engagement and methodologies of engaging people; what elements of games lead to engagement over time.

Ferdinand Goetzen: Director of Marketing & Growth at 3D Hubs an on-demand manufacturing platform in the Netherlands. 

How can gamification improve the engagement of companies with their customers? Rachel considers that it’s all concerning ‘engagement’ and it’s about cutting in through by saying ‘what in it for me’ as a customer. There is now the privilege of technology in business. As a business owner, I can get so much data about my customers to personalize the engagement and that’s where comes gamification by giving people choice on how and what they are going to do. When the customer feels that he is valued by the brand it generates loyalty.

How can I attract my customers following the most marketing strategies? Ferdinand summarizes the core principles behind successful marketing are:

  1. Knowing your customer and it’s more than having a customer persona, it is having initial discussions and engagement. 
  2. Having the right data
  3. Being updated; knowing what/why/how it’s happening 
  4. Using your knowledge of your customer and the right data to test new channels 

How can I create more exciting educational opportunities? Karl stated that the most important thing is having a ‘compelling content’; give the customers items that have meaning to them and go through ‘feedback loops’. 

How can we get the benefits of using non-financial incentives to increase payer’s activities rates? Rachel agreed with Karl on knowing your customers and feedback loops, and also highlighting what she mentioned before on ‘what in it for me’ question. Moreover, she deeply explained the notion of ‘profiling segmentation’. 

More related to the topic, Ferdinand clarified that there’s no difference between’ Growth Hacking’ and marketing, it is just an approach towards marketing. Then clarified the ideologies behind growth hacking are:

  1. Importance of data.
  2. Taking a linear experimental approach.
  3. Taking a full customer journey approach. 

What are the appropriate tools to use in a classroom or corporate training environment to increase engagement? Some exercises were mentioned by Karl, such as Self-Motivation Theory and breakout rooms in zoom. In the end, he gives a couple of advice on starting game-based learning:

  1. ‘Learning by Doing’ technique; start playing different kinds of games, games you like and don’t like, to have the practical experience. For instance, board games and connect games. Then apply it in your situation; applying those concepts to your area or field. 
  2. ‘Resources’ including books, LinkedIn Learning courses, and Growth Engineering courses 

Day 25 ended the Gamification round by “The Power of Gamification”.

Lilian AbouHamdan: HR expert in the banking industry, certified in “Applying Gamification in L&D” from Gamification, and did the first board game as part of the “Youth Leadership Workshop”. Mr. Nicolas Babin: President at Babin Business Consulting as well as co-founder of MirambeauAppCare the publisher of the award-winning Diabilive app (diabetes management) since 2017. Rob Alvarez: The host of Professor Game podcast and teaches at IE Business School. 

Lilian begins by the way technologies taking place in the administrative work, and how the integration of artificial intelligence is clear. In this way, HR should integrate technology using Gamification to make the employees more productive. Followed by Nicolas ensuring that AI augments HR, and like that, HR persons are transforming. Rob adds that it’s necessary to be associated with the results as well. 

Then we find our panelists’ opinions match with each other on the evolution of AI and the various ways to use game-based learning to add value to the learning sessions. Rob illustrates that there is an evolution in AI that takes you to the next level. Everything builds upon each other; there is a lot of materials that we can use as we don’t have to start from scratch. Nicolas and Lilian accord with Rob, although it’s a huge shift for employees and students, it’s considered an opportunity and we shouldn’t go steps back. One of the positive sides, we know have a choice and the strong possibility of hybrid learning.

During transformations, in Gamification, you must put people first, their motives, their mindset, and the consequences on them. It is an element in making education exciting again, making business enhance, and a deconstruction method too. 

Concerning staying positive through the pandemic, Lilian started spreading COVID 19 awareness using gamification. While Rob’s method is taking all in and try to grasp an opportunity is a way to stay positive. As for Nicolas, he praises people becoming more connected and assures rebound eventually.

Stay tuned for the last coverage of the summit and don’t forget to check the SPECIAL panels on the links below!

Day 22:

Day 23:

Day 24:

Day 25:


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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