The role of English proficiency and upskilling in MENA region's cconomic growth

Mike Mayor
Mike Mayor
Mike Meyer greeting others at a conference

The MENA region has emerged as a key player in global digital transformation and development. A on digital adoption in the Middle East revealed that the region boasts one of the highest digital engagement rates worldwide. In this rapidly evolving landscape, individuals and businesses are confronted with the critical necessity of adapting and acquiring new skills to thrive in the market. Both employers and employees must take proactive initiatives to invest in the skills and training necessary to remain competitive and drive innovation forward.

Employees themselves are responsible for actively pursuing knowledge and cultivating versatile skill sets that empower them to excel in their respective roles. Recent research suggests a huge appetite for learning and development among younger generations. According to a , learning and development opportunities are the second highest priority for millennials and Gen Z workers when evaluating potential employers.

This means that employers in the region must recognize the importance of training and development to secure top talent and understand the significance of equipping their workforce with future-oriented skills, thus fostering an expert workforce capable of navigating the challenges presented by the modern workplace.

Employer's Role in Upskilling, Nurturing Talent and Fuelling Growth

Employers need to keep up with emerging technologies that have the potential to reshape industries and transform existing functions. According to a significant majority of employees in Kuwait (75%), Qatar (60%), Saudi Arabia (58%), and the UAE (46%) believe that their countries are facing a scarcity of individuals with specialized skills. Despite this, respondents from the region display higher confidence compared to the global average (47% compared to 40% globally) in their employers' prioritization of upskilling.

ɫèAV, the world's largest learning company, designs programs to equip businesses, employees and HR leaders with the necessary skills for the future of work. The need for upskilling is partly related to the fact that formal education may only cover some of the necessary requirements. According to carried out with 4,000 employees worldwide, individuals acknowledge that they will need to upskill to meet the demands of their careers.

Continuous Learning: Embracing the Future of Work

Professionals in the MENA region are beginning to embrace the idea of continuous learning as a means to adapt and succeed in the ever-changing job market. According to the , over 60% of Middle East survey respondents consider specialist training an essential requirement in their jobs, surpassing the global average of 48%. This indicates that workers in the region are willing to enhance and diversify their skill sets, and it is now up to businesses to invest in their development to build a thriving workplace and increase profitability.

Skills such as digital literacy, creativity, deductive reasoning, and other future-oriented skills are in high demand. In a globalized economy, English proficiency also plays a crucial role, as a bridge connecting individuals from diverse cultures and facilitating seamless information-sharing worldwide. Globally, English is the lingua franca of business, a key to unlocking better communication. According to a report by , ineffective communication can cost the average organization $62.4 million per year in lost productivity. The same report found that companies with effective communication generated a 47% higher return to shareholders over a five-year period.

Leveraging Tools for a Future-Ready Workforce

Nowadays, numerous resources are available to help businesses enhance their employees' language skills. One such tool is MondlyWorks by ɫèAV, which utilizes advanced technology to provide a personalized learning experience. This allows employees to improve their language proficiency at their own pace, seamlessly integrating lessons into their busy work schedules. It is designed to cater to specific industries, including hospitality, retail, banking, and customer service, making it a valuable addition to employees' benefit packages.

Recruiting top talent with the necessary skills for a role can be challenging for companies. Assessing a candidate's English skills can be time-consuming and subjective. However, with ɫèAV's Global Scale of English (GSE), a standardized measurement of English proficiency, recruitment companies can benefit from a detailed analysis of language skills and the framework to personalize learning pathways.

To this end, ɫèAV offers Versant, a fully automated digital assessment of language skills – speaking, writing, reading, and listening – that will be needed in the workplace. Auto-scored digital assessments such as Versant ensure that candidates from different educational and cultural backgrounds can be assessed at scale using the same objective criteria, providing fast and fair results to expand a company's diverse talent pool.

Upskilling for the future

English language proficiency is crucial for businesses seeking to remain competitive and for individuals exploring limitless career opportunities. A report conducted by the highlights that English is spoken by an astounding 1.75 billion people, representing a remarkable one-quarter of the global population.

Today, most English speakers are people who have learned English as a second or additional language, many of whom use English for professional purposes. In dynamic workplaces, English proficiency serves as a catalyst for fostering essential skills such as effective communication, collaboration, and teamwork. Organizations that prioritize the development of English language proficiency can cultivate a workforce capable of driving regional ambitions and thriving in the global marketplace.

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    Teaching English with meaning: Moving beyond the coursebook

    I used coursebooks, as every other teacher did, but continued to make changes that I thought would be beneficial to my learners. As I taught Didactics at university in the Teacher Education Programme, I was invited by some publishing houses to give feedback on new coursebooks. As I was told, the feedback proved to be useful, and I was asked to start modifying international coursebooks to fit the local context and design booklets to provide what was missing in these adaptations, until I was finally invited to write a series for Argentina.

    In all the series I’ve written, my first comment has always been: “This is the result of my experience in several different classrooms, with different students from various backgrounds. This is a series by a teacher and for teachers and their learners. The focus is not on teaching, but on what is necessary for students to learn."

    Flexibility has always been at the core of these series and my teaching as well. Sometimes students need more work on something, and in the Teacher’s book I included several suggestions for further activities, which I called “building confidence activities”.

    Flexible teaching strategies and confidence-building activities

    As I got involved with the GSE, I saw how it can help students learn much better, and how it can support teachers as they help learners. How so? Because it starts with a focus on using English rather than on learning about it, that is, learning about its grammar. I’ve shared my views on it with every colleague I can and it has been the topic of several presentations and national and international conferences. It’s a fantastic resource for both teachers and learners, but also for the wider educational community. When the scales were finally published, I remember thinking, “Oh my, I was born in the wrong century!”

    I am still teaching English – working at schools as a consultant, designing professional development projects and implementing them, and yes, actually working in classrooms, teaching learners. After many years of teaching English, and still loving it, the best advice I can give is this:

    Advice for English teachers

    Teachers, we’re blessed in that we do what we love, and despite its challenges and hard times, teaching is absolutely rewarding. Nothing can compare to the expression on a student’s face when they've "got it".

    Remember to focus on meaning, help learners become aware of what they already know and set a clear learning path that will keep you and them motivated. The GSE is the best resource and companion for this.

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    In academic ops, we’re always finding the balance between precision and practicality. On one side: the goal of delivering lessons that are level-appropriate, relevant and tied to real learner needs. On the other hand, we juggle hundreds of courses, support teachers, handle last-minute changes and somehow keep the whole system moving without losing momentum or our minds.

    That’s exactly where AI and the Global Scale of English (GSE) have changed the game for us at Bridge. Over the past year, we’ve been using AI tools to streamline lesson creation, speed up course design and personalize instruction in a way that’s scalable and pedagogically sound.

    Spoiler alert: it’s working.

    The challenge: Customization at scale

    Our corporate English learners aren’t just “students”. They’re busy professionals: engineers, sales leads, analysts. They need immediate impact. They have specific goals, high expectations and very little patience for anything that feels generic.

    Behind the scenes, my team is constantly:

    • Adapting content to real company contexts
    • Mapping GSE descriptors to measurable outcomes
    • Designing lessons that are easy for teachers to deliver
    • Keeping quality high across dozens of industries and levels

    The solution: Building personalized courses at scale

    To address this challenge, we developed an internal curriculum engine that blends the GSE, AI and practical, job-focused communication goals into a system that can generate full courses in minutes.

    It is built around 21 workplace categories, including Conflict Resolution, Business Travel and Public Speaking. Each category has five lessons mapped to CEFR levels and GSE descriptors, sequenced to support real skill development.

    Then the fun part: content creation. Using GPT-based AI agents trained on GSE Professional objectives, we feed in a few parameters like:

    • Category: Negotiation
    • Lesson: Staying Professional Under Pressure
    • Skills: Speaking (GSE 43, 44), Reading (GSE 43, 45)

    In return, we get:

    • A teacher plan with clear prompts, instructions and model responses
    • Student slides or worksheets with interactive, GSE-aligned tasks
    • Learning outcomes tied directly to the descriptors

    Everything is structured, leveled and ready to go.

    One Example: “Staying Organized at Work”

    This A2 lesson falls under our Time Management module and hits descriptors like:

    • Reading 30: Can ask for repetition and clarification using basic fixed expressions
    • Speaking 33: Can describe basic activities or events happening at the time of speaking

    Students work with schedules, checklists and workplace vocabulary. They build confidence by using simple but useful language in simulated tasks. Teachers are fully supported with ready-made discussion questions and roleplay prompts.

    Whether we’re prepping for a quick demo or building a full 20-hour course, the outcome is the same. We deliver scalable, teacher-friendly, learner-relevant lessons that actually get used.

    Beyond the framework: AI-generated courses for individual learner profiles

    While our internal curriculum engine helps us scale structured, GSE-aligned lessons across common workplace themes, we also use AI for one-on-one personalization. This second system builds fully custom courses based on an individual’s goals, role, and communication challenges.

    One of our clients, a global mining company, needed a course for a production engineer in field ops. His English level was around B1 (GSE 43 to 50). He didn’t need grammar. He needed to get better at safety briefings, reports and meetings. Fast.

    He filled out a detailed needs analysis, and I fed the data into our first AI agent. It created a personalized GSE-aligned syllabus based on his job, challenges and goals. That syllabus was passed to a second agent, preloaded with the full GSE Professional framework, which then generated 20 complete lessons.

    The course looked like this:

    • Module 1: Reporting project updates
    • Module 2: Supply chain and logistics vocabulary
    • Module 3: Interpreting internal communications
    • Module 4: Coordination and problem-solving scenarios
    • Module 5: Safety presentation with feedback rubric

    From start to finish, the course took under an hour to build. It was tailored to his actual workday. His teacher later reported that his communication had become noticeably clearer and more confident.

    This was not a one-off. We have now repeated this flow for dozens of learners in different industries, each time mapping everything back to GSE ranges and skill targets.

    Why it works: AI + GSE = The right kind of structure

    AI helps us move fast. But the GSE gives us the structure to stay aligned.

    Without it, we’re just generating content. With it, we’re creating instruction that is:

    • Measurable and appropriate for the learner’s level
    • Easy for teachers to deliver
    • Consistent and scalable across programs

    The GSE gives us a shared language for goals, outcomes and progress. That is what keeps it pedagogically sound.

    Final thought

    A year ago, I wouldn’t have believed we could design a 20-lesson course in under an hour that actually delivers results. But now it’s just part of the workflow.

    AI doesn’t replace teaching. It enhances it. And when paired with the GSE, it gives us a way to meet learner needs with speed, clarity, and purpose. It’s not just an upgrade. It’s what’s next.