Ruder Finn Atteline has introduced rf.engage, a new internal communications and leadership capability designed to help organisations enhance employee engagement, leadership effectiveness, and change management across the MENA region.
What is rf.engage?
rf.engage is a strategic service offering that focuses on internal communications, combining leadership training, employee engagement strategies, and change management support. The initiative is part of Ruder Finn Atteline’s broader effort to address increasing demand for stronger internal engagement across organisations.
Key Features of rf.engage
- Bespoke leadership training programs
- Strategic change management solutions
- Employee engagement frameworks
- Multi-language communication programs
- Real-world simulations and personalised coaching
Addressing Growing Internal Engagement Needs
As the regional arm of the global communications consultancy Ruder Finn, Ruder Finn Atteline is aligning this launch with global trends, where internal engagement contributes to over 20% of the parent company’s client portfolio.
The move also reflects increasing investment by organisations in leadership development to support business growth and workforce alignment.
Why Internal Communications Matter
Driving Organisational Success
According to Samar Saliba, SVP – Growth and rf.engage at Ruder Finn Atteline, an engaged workforce plays a critical role in organisational success. Clear and purposeful communication helps employees feel connected, especially during periods of change.
Building Strong Workplace Culture
Effective internal communication frameworks enable leaders to communicate with clarity and confidence, shaping how teams experience leadership and adapt to evolving business environments. This is particularly important for growing organisations in markets like Saudi Arabia and the UAE.
Opportunity in the MENA Region
Ruder Finn Atteline highlights that employee engagement levels in the region are slightly below the global average of 23%, presenting a significant opportunity for organisations to improve internal alignment and culture.
Through rf.engage, the agency aims to leverage global expertise in internal communications while tailoring solutions to meet the specific needs of businesses across MENA.
Leadership Training for a Changing Landscape
Equipping Leaders with Communication Skills
Radhika Mehta, EVP – Growth and Operations at Ruder Finn Atteline, emphasised that today’s rapidly evolving communications landscape requires highly customised training programs. These programs are designed to enhance executive presence, strategic thinking, and decision-making capabilities.
Supporting C-Suite and Emerging Leaders
The rf.engage offering will deliver communications-led leadership programs aimed at both senior executives and emerging leaders. These initiatives focus on building confidence, clarity, and the ability to influence stakeholders effectively.
Integrated Approach to Leadership Communication
rf.engage combines real-world simulations, personalised coaching, and proprietary narrative frameworks. This integrated approach helps leaders communicate with credibility, influence, and strategic clarity while aligning internal messaging with broader business objectives.
With the launch of rf.engage, Ruder Finn Atteline aims to strengthen internal communications capabilities across the MENA region, helping organisations build engaged workforces, develop effective leaders, and navigate change with confidence.
