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.
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.
Empathy at the core: We listen, support, and understand
Commercial pragmatism: Practical, cost-effective, business-aligned HR solutions.
Cultural intelligence: Inclusive policies for diverse, global teams.
Flexibility: Fractional, project, or advisory support on demand.
Clarity over jargon: Simplifying HR into actionable strategies.
Hear from our happy clients
The most powerful proof of our work isn't just what we do, but the success our clients experience. See the impact we've made, read our reviews from business owners and HR leaders we've partnered with.
Pramit
Company DirectorAmanda
Maximus GulfReady 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.