Helping startups to scale 🦄 ✦ Driving Halo Lab 7 → 8-figures ARR & having fun ✦ Founder with Design in ❤️

I run Design & Tech Agency helping brands become TOP 1%.

✦ $530 M raised + 9-figure exits by client startups 
✦ 500+ projects delivered
✦ 99+ international awards
✦ 4.9 / 5.0 average rating on Clutch from 80+ verified reviews

This is a real impact in numbers.

—

Over the past 15 yrs I’ve been shaping digital products and brands for category‑defining companies — from NOKIA and OPERA to high‑growth SaaS and Web3 start‑ups.

My core focus is design leadership at scale: I enter as a strategic partner, craft a vision, and lead multidisciplinary teams all the way from concept to launch.

—

I specialize in:

⤷  B2B SaaS Product Design | Guiding startups and enterprise spin‑ups from 0 to 1 — turning complex tech into intuitive, emotionally resonant experiences.

⤷  High‑Performance Digital Presence | Building conversion‑focused brand websites that turn first impressions into lasting growth.

—

Have BIG idea in mind?
Contact me directly: inquiry@halo-lab.com

Artem Borysenko

You can hire a designer.

Or you can hire a design brain.

One gives you beautiful screens.
The other gives you a product that thinks.

When you hire a single designer, you get skills.
When you hire a team that works as one brain, you get experience that compounds.

At Halo Lab — Your Digital Partner, our teams don’t work in silos.
The UX researcher sees what frustrates users.
The product designer connects it to business goals.
The UI designer turns it into clarity and trust.
The developer translates it into something fast and functional.

Each person covers a blind spot the others can’t.
And together, they don’t just design, they solve.

That’s the difference between design as a task and design as a system.
Between a pretty interface and a product that scales, converts, and feels effortless to use.

When founders realize this, everything changes:

1. They stop hiring portfolios.
2. They start hiring thinking systems - teams that anticipate problems before they appear, align design with ROI, and build products that last.

If you’re scaling your product, don’t just hire a designer.
Hire a brain that’s trained to think like your users and build like your business depends on it.

Find you team https://bit.ly/49wqB0p

🔔 Follow Artem Borysenko for more updates!

Founder @ Halo Lab ✦ Design & Tech Agency Helping Brands Become TOP 1%

You’ve raised your Series A.

Now you’re proving you can deliver at scale.

And every week of delay costs runway, users, and momentum.
The big question?
Who’s actually going to build this thing?
You have three choices and each comes with a hidden price.

1. The dedicated team.
(Agency/product squad model)
Fastest to launch.
Move as one unit.
Cross-functional by default.
→ Best for: founders who need traction now and can’t afford to spend 3 months hiring.

2. Freelancers.
They’re flexible, affordable, and perfect for low-risk experiments.
But you become the PM, the QA, and the glue holding everything together.
When people churn, rework kills speed.
→ Best for: quick feature spikes or marketing tests, not your core product.

3. In-house team.
The long-term bet.
You get culture, domain memory, and control.
But it’s slow and expensive.
Median SWE comp in the U.S. sits around $187 K/year, and that’s before benefits or churn.
→ Best for: protecting core IP and scaling once product-market fit is locked.

My take? Go hybrid by design.
1. Dedicated team: ship your core product in < 90 days.
2. In-house team: retain knowledge and own the moat.
3. Freelancers: plug niche gaps when speed matters.

Re-evaluate every quarter: velocity, cost per feature, defect rate.
Because at Series A, your biggest risk isn’t cost, it’s time.

✦ At Halo Lab — Your Digital Partner, we help Series A founders scale with dedicated product squads - ready to ship fast, adapt faster, and grow alongside your in-house team.

♻️ Share this to help make a good choice.
🔔 Follow Artem Borysenko for more updates!

 Dedicated Team vs. Freelancers vs. In-House 

“We need a redesign.”

This is how half of discovery calls begin.

However, 10 minutes into the discussion and it’s obvious - they need a problem statement.

The product is not broken. 
The understanding of the problem is.

Founders say: “Our checkout flow is poor.” 
Users say: “I don’t trust this payment form.”

The difference? One adds a feature. The other builds the right feature.

A good problem statement is not an educated guess.
It’s that moment that your research turns into clarity. 
It translates chaos into focus.

Here is what strong product teams do completely differently:

1. They do not start their process around “what to build.” 
They start their process around “who’s struggling – and why.”

2. They use data and real voices, not assumptions. 

3. They state the problem in a way that the whole team- designer, PM, and CEO can read and ingest in an instant.

When you get the problem right the design almost builds itself.
Your next big UX breakthrough will not come from adding another feature. 
It will come from rewriting the question you are trying to answer.

♻️ Share if it resonates.
🔔 Follow Artem Borysenko for more updates!

The hardest thing about building an AI product is getting people to trust what it does.

You can create a great model all you want, but as soon as users feel the slightest bit of uncertainty, they are going to ponder, hesitate, and leave.

When founders build trust into the product experience, three things happen fast.

1. Users stop second-guessing and start exploring. First session activation goes up because they understand the what and whys.

2. Every click of trust compounds itself into usage, retention, and upsell. Without trust, the best AI feature will remain unused.

3. You do not have to wait for product market fit to learn how users actually feel. Trust patterns can save you weeks of guessing, and reduce the launch chaos.

4. Transparent UX with design-based trust cuts confusion before it even reaches support. No more "I am left wondering why it said that?" tickets or bad reviews for hallucinations.

Most AI products are built for power. 
The real winners are built for confidence.

✦

At Halo Lab — Your Digital Partner, we help founders design AI products users trust enough to actually use and pay for.
If that’s the stage you’re at, let’s chat.

♻️ Share this to help others build AI products.
🔔 Follow Artem Borysenko for more updates!

UI for AI products

Most companies still treat a design system as a visual asset.

In reality, it behaves more like infrastructure.

When a design system is used by a company, it can help reduce costs for all the products the company already has. Also, using a design system can reduce the costs of making new products by different teams in the company.

Here’s where the real financial return shows up:

1. Reduction of duplicated efforts across teams.

When multiple teams are rebuilding and recreating similar elements, there are three new associated costs for each team: a new design, a new coded version, and the need for each team to perform QA. With the implementation of a design token system, this cycle is not necessary.

2. Component scalability across product portfolios.

When a company builds a system to support a group of products, they make more money by creating one design and using it many times for all the products in the group. This is why companies have been able to reduce the time it takes to get products to market by 20-40% without adding more staff.

3. Patterns decrease cognitive load and time spent deciding.

Once an organization sets up design patterns to support their onboarding, dashboards, permission systems, navigational structures, and error state designs, teams won't have to argue about the most important design principles. 

4. The cost of change decreases dramatically.

With no design system: A rebrand, accessibility update, or micro-interaction change triggers weeks of redesign and recoding..
With a design system: Update the source → every product updates automatically.

✦

A strong design system improves:

- Time to market.
- Cross-platform trust.
- Developer throughput.
- Conversion and activation.

✦

Build your design system for the next three products you launch. 
You will begin seeing returns on your investment in the early years.

🔔 Follow Artem Borysenko for more updates!

Your product already makes users feel something.

The question is what?

If your users don’t feel the right thing, they won’t do the right thing.
They’ll bounce, hesitate, mistrust, churn.

Over 500+ products, I’ve learned that the best products aren’t the ones with the most features. They’re the ones with the clearest emotional tone.

Every product leans into one of three emotional modes.

1️⃣ Calm → “I feel safe here.”
Perfect for: health, finance, productivity, wellness.
How it’s built: soft palettes, clear language, gentle interactions, no pressure.

2️⃣ Competent → “I trust this.”
Perfect for: SaaS, B2B, dashboards, enterprise.
How it’s built: structured layouts, predictable behavior, strong signals of reliability (performance, clarity, proof).

3️⃣ Empowering → “I can do this.”
Perfect for: fitness, learning, creativity.
How it’s built: energetic visuals, progress celebrations, milestones, personalization.

When the emotional tone doesn’t match the product’s purpose:
1. A data tool feels playful → trust drops.
2. A wellness app feels intense → stress rises.
3. A learning app feels sterile → motivation dies.

Emotion either reduces friction or adds it. 
What to do before your next sprint.

✦ Pick your emotional tone before UI design.
✦ Build it into your design system (colors, spacing, motion, language)
✦ Test the gut reaction early (“How did this flow make you feel?”)
✦ Make sure every new feature reinforces that emotional mode.

We design products that make users feel the right thing.
It’s about building experiences users want to return to.

♻️ Share this to help others catch hearts.
🔔 Follow Artem Borysenko for more updates!

You didn’t just hire a team.

You hired a risk.

That’s what most founders realize by Sprint 2, but by then, momentum is already bleeding out.

What starts as “a good fit” quickly turns into:

→ Delayed updates.
→ Vanishing senior talent.
→ Quiet budget drift.
→ Process that feels more defensive than proactive.

It rarely breaks all at once.
It just slowly stops working.

At Halo Lab — Your Digital Partner, we’ve inherited dozens of these “almost there” projects.
And we’ve learned to spot the early signals that most teams ignore.

Here’s how experienced founders filter for risk before it shows up on a roadmap:

1. Ask who stays after kickoff.
Bait-and-switch team structures are common. 
Real partners show you the core team from day one.

2. Low prices don’t remove cost. 
Into rework. Into scope creep. 
Into things no one “thought about” until it’s too late.

3. Their process should flex around your product.
If their workflow can’t adapt to your stack, roadmap, or internal rhythm, you're buying overhead.

4. Silence isn’t a “working phase.” It’s a liability.
Communication isn’t a nice-to-have. 
It’s part of delivery.

5. IP, code ownership, and access - settle it early and in writing.
No smart founder leaves this vague.

6. Domain experience is a requirement.
A capable team isn’t enough. 
You need people who’ve solved your kind of problems before.

7. If there’s no post-launch plan, you’re the plan.
Support, iteration, and continuity should already be mapped.

We partner with founders who know that reliable execution is rare and valuable.
If that’s where you are, you’ll feel the difference from day one.

♻️ Share this to help others fint a right partner.
🔔 Follow Artem Borysenko for more updates!

I can’t remember the last time I used an app that didn’t ask me to share, rate, or “engage.”

Every product today (even in B2B) is designed for an algorithm.
Google’s. LinkedIn’s. App Store’s. TikTok’s.

We’ve quietly shifted from designing for people to designing for distribution.
The algorithm rewards speed, volume, stickiness.
And so we chase it - with notifications, widgets, and “viral moments.”

But something gets lost along the way.

When was the last time a product was designed for:
✦ Silence?
✦ Reflection?
✦ A human mistake that wasn’t punished instantly?

You've trained our teams to ask,
“How will this perform in search?”
“Will this trigger engagement?”
“Will this help retention metrics?”

Not:

“Will this make someone feel seen, understood, or at ease?”
We measure time-on-page, not peace of mind.
We optimize funnels, not flow.

And in doing so, we risk turning our users into an interface between two algorithms, feeding signals back and forth.

Maybe the next wave of great design won’t be about more engagement.
Maybe it’ll be about creating digital spaces that breathe.
Moments that respect our attention instead of stealing it.
Because the best products don’t just perform, they pause.
They make us feel something.

What’s one product you’ve used lately that still feels designed for humans, not algorithms?

♻️ Share this if it resonates.
🔔 Follow Artem Borysenko for more updates!

I sat in a meeting where a CEO said something I'll never forget:

“I don’t need it to look beautiful. I need it to make money.”

At the time, it stung a little.
We’d poured weeks into crafting the perfect interface.
But he was right.

If your design doesn't move revenue or retention, it's wallpaper.
That moment changed how we work at Halo Lab — Your Digital Partner.
Now, every design decision starts with a business question:

1. What does this screen earn?
2. How does this feature reduce churn?
3. Can this interaction build trust faster?

We stopped chasing “nice-to-have” visuals and started designing for impact: shorter time to value, higher conversion, more clarity.

Last quarter, applying this thinking helped a SaaS client cut trial-to-paid time by 40%. Design decisions became revenue decisions.

What's one screen in your product that looks great but doesn't move the needle?

🔔 Follow Artem Borysenko for more updates!

UAE's Top 1% HR Creator | Helping international companies set up HR-compliant, people-centric operations in the UAE | Host of UAE's 1st HR Podcast | Follow for insights on HR Best Practices & UAE market entry.

HR compliance in the UAE is layered. 😐

Multiple labour laws, free zone regulations, and local practices all work differently from other markets. 🌍

That's where I come in. 😎

I work with international companies expanding here and UAE-based businesses growing their teams, turning compliance into clear, practical steps that make HR work for the business.

I’ve spent 20+ years in HR — 5 of those leading S&K HR Consulting, and over a decade before that in corporate HR roles with Etihad Airways, Cleveland Clinic, and King's College Hospital London. I know how global businesses think, and I know how HR really works on the ground in the UAE.

By day, I lead S&K HR Consulting, where my team and I help international companies set up and grow in the UAE, while supporting local SMEs that want HR frameworks they can actually use. Our work is hands-on, practical, and always grounded in UAE labor law.

By night, I co-host The HR Sisters Podcast, where we share real stories and practical insights on all things people and culture in the UAE.

💼 Here’s how I help:
✅ Guide global businesses through HR setup in the UAE — from contracts to compliance.
✅ Support SMEs with practical, tailored HR frameworks that work in real life.
✅ Simplify UAE labour law and translate it into clear, actionable steps.
✅ Build better workplaces with the right policies, documents, and people systems.

🤝 If you're setting up or expanding to the UAE and want to build HR Compliance in your business from Day 1, let's connect.

(And check out The HR Sisters Podcast for weekly insights, honest conversations, and no-fluff advice on building compliant businesses in the UAE)

Desma Rovina D'Souza 🎙

The problem is rarely ability.
It’s the moment learning switches off.

Suryakiran Jose this is so profound. Thanks for sharing something that struck a chord.

The people who continue to grow aren’t always the most qualified or the most confident in the room.
They’re the ones who stay curious.

Some hear feedback and think, “I already know this.”
They explain, defend, and move on. 
Progress slows soon after.

Others pause and ask, “What can I learn here?”
They listen closely, reflect, and adjust. 
Those are the people who keep moving forward, even years into their careers.

It’s a small mindset shift, but it compounds over time.

Your next breakthrough won’t come from what you already know.
It will come from what you’re willing to learn next.

A few things I notice in people who keep growing:

1️⃣ They listen first instead of explaining
2️⃣ They stay open, no matter how senior they are
3️⃣ They learn even from people they don’t agree with
4️⃣ They ask for feedback early, not when things go wrong
5️⃣ They keep learning as part of daily work, not just during transitions

Careers don’t move forward because someone has all the answers.
They move forward when people stay open, reflect honestly, and adjust along the way.

That openness is what keeps growth alive.
___________________

👋 Hi, I'm Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Most people think HR strategy and strategic HR are the same thing.
They’re not.

HR strategy answers one question.
Where is HR going and what must it deliver.

Strategic HR answers a different one.
How do we design the organisation to win.

Thank you Imole for this clear distinction.

On one side, HR builds the foundation.
Vision.
Capabilities.
Structures.
Skills.
Investments in people, data, and systems.

That work matters.
But on its own, it only creates alignment.

Strategic HR is where value shows up.
HR investments turn into leadership strength.
Leadership strength turns into organisational capability.
Capability turns into business outcomes like growth, adaptability, and performance.

The bridge between the two is human capability.
Talent.
Leadership.
How the organisation actually operates when things get hard.

This is the shift many companies miss.
HR stops chasing alignment and starts designing advantage.

When HR acts as a capability architect, not just a support function,
it becomes a growth engine, not a cost centre.

HR isn’t about HR.
It’s about building the system that allows the business to perform, adapt, and scale.
________________

👋 Hi, I'm Desma and help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

Some Friday nights aren’t about work at all.

There’s no agenda, no reason other than the week has ended and the team decides to just… be.

To laugh. 
To talk. 
To let the day’s deadlines fade for a while.

The best ideas often come when no one’s trying to have ideas. 

The kind of energy that can’t be scheduled shows up naturally: shared jokes, random stories, and moments that make everyone feel a little lighter.

These nights are chaotic, unplanned and perfectly imperfect! 

You almost forget to capture them because being in the moment is exactly the point.

It’s a reminder that the strongest connections and sometimes the brightest sparks happen with the colleagues you spend your days with.

And…. I’m always reminded that entrepreneurship is easier when you don’t do it alone. 😊
___________

👋 Hi, I'm Desma Rovina D'Souza 🎙 and in my day-job, I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

No alternative text description for this image

Your body got home from work hours ago.
Your mind… not so much.

Thank you Dr. Carolyn Frost for naming what so many workers feel.

You get home and sink into your routine
but your mind is still answering emails no one sent.

That’s not failure.
That’s your nervous system stuck in “protect and perform.”

Here are deeper ways to help your mind step out of work mode:

1️⃣ Create a transition ritual
A small habit i.e. shutting down your laptop, changing the lighting, stepping onto your balcony signals a mental shift from “doing” to “being.”

2️⃣ Release the pressure, not the emotion
Instead of forcing calm, try acknowledging the stress:
“Today was a lot, and I’m allowed to slow down now.”
Recognition often softens the tension enough to let it go.

3️⃣ Ground yourself in your senses
Taking a walk outdoors or sit in silence for a few seconds.
Physical cues bring your brain back into the present moment effortlessly.

4️⃣ Swap your thoughts for rhythm
Gentle relaxing music settles your nervous system faster than “trying to relax.”

5️⃣ Let your brain close the loops
Write down tomorrow’s top 3 tasks on paper.
Once your brain knows they’re stored somewhere safe, it stops rehearsing them.

Rest doesn’t come from time away 
it comes from knowing the day has truly ended.

👉 What’s the ritual that helps you switch out of work mode?
________

👋 Hi, I'm Desma Rovina D'Souza 🎙and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Why you still feel wired after work (the simple fix) 

10 weird things about me that (accidentally) became my personal brand.

I didn’t try to build a personal brand.

I made choices that didn’t always make sense to other people at the time.

Some of them got me labelled boring, weird, or not very fun to be around. 😔

I did them anyway. 🤷🏼‍♀️

1. I stopped clubbing in my early twenties.
While friends were nursing hangovers, I was preparing for the life I wanted in my thirties and forties.

2. I was called boring more times than I can count.
Fewer late nights. Fewer distractions. More long-term thinking.

3. I chose mindfulness before it was fashionable.
I started paying attention to my thoughts, reactions, and energy early.

4. I picked meditation over numbing out.
Sitting with discomfort taught me more than escaping it ever could.

5. I built routines when others chased spontaneity.
Not because I lacked fun.
Because consistency gave me clarity.

6. I cared about structure earlier than most.
People thought it was rigidity.
It was actually self-respect.

7. I didn’t chase titles or quick wins.
I chased skills.
Those compound quietly.

8. I ask uncomfortable questions.
They bring clarity and often mean standing up for myself.

9. I focused on being useful, not impressive.
Quiet competence compounds.

10. I trusted the process even when the results were invisible.
That part was lonely.

Back then, these choices made me feel out of sync.
Now, they feel like an advantage.

This wasn’t discipline for the sake of discipline.
It was alignment.

If you’re being told you’re boring, weird, or too serious right now,
you might just be early.

And sometimes, early looks strange before it looks smart.

____
👋 Hi, I'm Desma and in my day-job, I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

There’s a stage where a full-time HR hire feels unnecessary.
But managing HR informally starts slowing the business down.

That’s often when a Fractional HR Partner becomes relevant.

Here are 5 signs you may be at that stage:

1. Hiring feels harder than it should
Roles aren’t clear. Processes vary. The same positions keep reopening.
    
2. Policies exist, but aren’t consistent
Guidelines change depending on who’s asking. Clarity and trust start to slip.
    
3. UAE compliance feels uncertain
Contracts, leave management etc. don’t feel fully aligned. Risk builds quietly.
    
4. Small people issues keep resurfacing
Without structure, minor concerns turn into repeated distractions.
    
5. Leadership focus is stretched
Founders and managers spend more time on repetitive HR issues than on growth.

These aren’t signs of failure.
They’re signs the business has outgrown informal HR.

A Fractional HR Partner brings senior expertise
without the commitment of a full-time hire.

Structure without bureaucracy.
Support aligned to your stage.

What’s the biggest HR challenge you’re facing right now?
________

👋 Hi, I'm Desma Rovina D'Souza 🎙 and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Signs to consider as a fractional HR partner 

Burnout isn’t a motivation problem.
It’s a leadership blind spot.

Here are 8 burnout myths leaders need to stop believing
because they harm people and slow teams down

1️⃣ Myth: Just push through ensures progress
❌ More hours = more exhaustion
✅ Encourage real breaks and proper rest

2️⃣ Myth: Loving your job prevents burnout
❌ Passion doesn’t replace healthy limits
✅ Set clear boundaries to protect energy

3️⃣ Myth: Burnout is only about long hours
❌ It’s also about unclear roles and overload
✅ Balance tasks and clarify expectations

4️⃣ Myth: A holiday solves burnout
❌ Time off helps, but broken systems remain
✅ Fix root causes, not just symptoms

5️⃣ Myth: Burnout means you’re weak
❌ It often affects those who care the most
✅ Normalise stepping back before breaking

6️⃣ Myth: Burnout is a personal issue
❌ Culture plays a huge role
✅ Create safe, open conversations at work

7️⃣ Myth: Self-care alone will fix burnout
❌ Self-care can’t undo toxic environments
✅ Pair personal care with better leadership

8️⃣ Myth: Burnout shows dedication
❌ Burnout hurts performance and morale
✅ Reward sustainability, not overwork

Burnout isn’t solved by pushing harder.
It’s solved by leading smarter.

Which myth do you hear most often?
👇 Share them in the comments.
___

👋 Hi, I'm Desma and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

Stop believing these burnout myths 

Not landing interviews, even with the right qualifications?
I’ve seen this happen more times than I can count.

Here are 8 reasons that might be getting in your way:

1️⃣ Your CV is hard to read
Cluttered layouts, tiny fonts, and big blocks of text push recruiters away.
Keep it clean, easy to scan, and well-structured.

2️⃣ You’re using one CV for everything
Generic applications rarely stand out.
Tailor your CV to the role. Use the job description as your guide.

3️⃣ You’re listing tasks, not results
Saying what you did is fine. Showing what you achieved is better.
Turn your work into impact statements, not job descriptions.

4️⃣ Your LinkedIn profile is weak
If it’s outdated, incomplete or doesn’t align with your CV, it’s a red flag.
Recruiters will check it, so make sure it reflects your value.

5️⃣ You’re applying without a real plan
Spraying 50 applications a day without strategy wastes your effort.
Focus on roles that match your strengths, and keep track.

6️⃣ You skip the cover letter when it matters
It’s not always required, but when it is, it’s your chance to connect the dots.
Keep it short, clear, and relevant to the role.

7️⃣ You’re not using the right keywords
Many companies use ATS software to filter CVs.
If yours doesn’t include relevant keywords, it may not even be seen.

8️⃣ You’re not showing how you work
Soft skills are part of the picture.
Give examples that show how you communicate, collaborate, or solve problems.

Which one of these do you think is holding you back?

Drop a number in the comments and let’s discuss.
_______________

👋 Hi, I'm Desma and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

8 reason why you’re not getting hired 

Avoiding failure often feels like being responsible.
In reality, it is a quiet way of staying small.

Every real success has a messy beginning.
The idea that worked came after the ones that didn’t.

The confidence people admire was built through moments of doubt and missteps.

Failure isn’t something to fear.

It’s information.

It shows you where to adjust, not where to stop.

That’s why progress usually starts with uncomfortable actions.

😳 Posting your thinking on LinkedIn before it feels polished.
😳 Starting a side hustle that might never take off.
😳 Raising your hand for a project you are not fully ready for.
😳 Sharing an idea before you know how it will land.

When you avoid failure, you avoid all of this.
And with it, you avoid growth, learning, and momentum.

The people who move ahead aren’t fearless.
They are simply willing to try in public before they win in private.

What’s one scary thing you’re willing to try in 2026? 

_______
👋 Hi, I'm Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Many clients come to me saying they’re a startup.
After a quick discussion, it’s clear they’re a small business in the early stages.

That’s not a problem.
But it is an important distinction.

A startup and a small business are fundamentally different business models, even when both are just getting started.

A small business is built for stability.
It focuses on delivering a defined product or service, generating steady revenue, and growing at a manageable pace.

A startup is built to search.
It is testing assumptions, experimenting with models, and aiming for scale under uncertainty.

Because of this, their people strategies look different.

Startups need flexibility, evolving roles, and systems that can adapt quickly as the model changes.

whereas
Small businesses need clarity, defined responsibilities, and consistency to support day-to-day operations.

Where many founders get caught out is assuming this difference changes their obligations.

It doesn’t.

No matter the model, HR Compliance is non-negotiable.

Contracts, policies, payroll accuracy, visa requirements, and labour law obligations still apply from day one.

You can experiment with your business model.
You cannot experiment with HR compliance.

The key is alignment.

Design your HR approach around the business you are actually building, while putting the right compliance foundations in place from the start.

If you’re unsure which model you’re operating in, or how to set up HR correctly without overbuilding, reach out.

Sometimes a short conversation is all it takes to figure it out.
___________

👋 Hi, I'm Desma Rovina D'Souza 🎙and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

Are you a startup or small business? 

Are you over-apologising at work?
Say these words instead.👇

1️⃣ Pitching an idea?
❌ Don’t say: "Sorry if this is a bad idea, but..."
✔ Try: "I have an idea that could be helpful."

2️⃣ Asking a question?
❌ Don’t say: "Sorry to interrupt."
✔ Try: "Do you have a moment to chat?"

3️⃣ Seeking clarification?
❌ Don’t say: "Sorry, I don’t understand."
✔ Try: "Could you clarify that for me?"

4️⃣ Owning up to a mistake?
❌ Don’t say: "Sorry, I messed up."
✔ Try: "I made an error and I’m working on fixing it."

5️⃣ Major mistake?
❌ Don’t say: "Sorry, I really messed up."
✔ Try: "I take full responsibility and have a plan to resolve this."

6️⃣ Not able to attend?
❌ Don’t say: "Sorry, I can’t make it."
✔ Try: "I’m unable to attend, but I’d like to catch up soon."

7️⃣ Running behind?
❌ Don’t say: "Sorry I’m late!"
✔ Try: "Thank you for your patience – I appreciate it."

8️⃣ Feeling overwhelmed?
❌ Don’t say: "Sorry, I’m too swamped right now."
✔ Try: "I’m juggling a lot right now, but I’ll prioritise this soon."

Which phrase do you catch yourself saying the most?

Let me know in the comments!
_________________

👋 Hi, I’m Desma Rovina D'Souza 🎙and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Stop apologizing at work 

If there’s one project you should work on in 2026,
It’s YOU!

Just like Rachel Park pointed out, a few shifts can make a major impact.

Even if you’re not in the right place in your career, achieving your desired goal isn’t impossible.

Many people focus on outward factors to land the right job…salary, company, role.
Yes, they’re crucial.
But they won’t align unless you’re in the right place inwardly.

That’s why these changes are not just important; they’re must-dos:

— Get clear
Sit. Clear your thoughts. Write the goals you want to achieve.
(Writing alone solves half the problem and shows you where you stand.)

— Know where you stand
Clarity builds confidence.
(Not knowing is what keeps most of us stuck instead of moving forward.)

— Stop relying on titles
Job titles alone won’t land your desired role.
(Understanding why you’re needed, and the value you bring, is what matters.)

— Protect your energy
Even in your desired job, boundaries matter.
(When you don’t protect your energy, you do more than the job description, and still feel unsatisfied.)

And honestly, if every single week ends with: “Ah! Finally, it’s Friday!” that’s something worth paying attention to.

Enjoying weekends is normal.
Hating weekdays shouldn’t be a pattern.

2026 is a new beginning.
A chance to evaluate, rework, and realign your goals, thoughts, and self.

Your next role shouldn’t be the destination.
It should be part of a bigger journey that helps you grow.

Are you ready for this?

If yes, what’s one piece of wisdom from last year you’re carrying forward?
________

👋 Hi, I'm Desma and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

14 things most people learn later than they should.
 (8 and 13 still hit hardest for me.)

Thank you Priyamvada S for this important reminder.

1. You almost never feel ready.
➡️If you wait for confidence, you delay growth.

2. Not everyone is meant to stay.
➡️Leaving well is a life skill.

3. Progress comes from systems, not just effort.
➡️ What you repeat matters more than what you intend.

4. You can’t outrun unresolved experiences.
➡️What you avoid shows up differently later.

5. Your idea of success will evolve.
➡️You’re allowed to update it as you grow.

6. Most people aren’t thinking about you.
➡️And that’s freedom.

7. Small gestures carry weight.
➡️ They’re often what people remember most.

8. A full calendar isn’t a full life.
➡️ Space is where meaning forms.

9. People remember how you made them feel.
➡️ Long after details fade.

10. Rest is sometimes the most strategic move.
➡️ Burnout erases momentum.

11. Happiness is practiced, not found.
➡️ Built through habits, perspective, and choice.

12. Your worth isn’t crowdsourced.
➡️ It’s internal.

13. Money matters. Health matters more.
➡️ Everything else depends on it.

14. Most opportunities don’t announce themselves twice.
➡️ You learn by stepping in, not waiting outside.

If you’re early on this list, good.
That means you’re paying attention sooner than most.

____
Hi, I'm Desma and in my day job, I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

14 Things you learn too late

If you’re still wondering why top talent isn’t choosing you…
ask yourself this: would YOU join your own workplace?

Top talent doesn’t wait for perfect conditions.
they move toward places where they feel seen, valued and challenged.

Here’s how to become that place 👇

1️⃣ Stand for something bigger than the job
→ Your employer brand is your reputation long before you meet a candidate.
→ Why should someone feel proud to say they work with you?
→ Let your values be loud, real and consistently lived.

2️⃣ Define and communicate your EVP clearly (Employee Value Proposition)
→ Your EVP is the “why us?”
→ Go beyond perks. Focus on mission, growth and meaning.
→ And build it around what employees actually care about.

3️⃣ Match ambition with fair compensation
→ High performers know their worth.
→ Pay should reflect impact, not just market averages.
→ Be transparent and fair because it builds trust fast.

4️⃣ Offer benefits that reflect real life
→ Flexibility. Mental health. Family support.
→ One-size-fits-all is outdated.
→ Let your team shape the benefits they actually need.

5️⃣ Make wellbeing a lived experience
→ Not a poster in the pantry.
→ Clear expectations + manageable workloads = better performance.
→ Equip leaders to lead with empathy, not pressure.

6️⃣ Nurture curiosity every day
→ Top talent craves growth, not stagnation.
→ Projects, mentoring, stretch roles,

development must be ongoing.
→ Celebrate learning as much as delivery.

7️⃣ Show people they have a future with you
→ Loyalty grows when people see a path, not a wall.
→ Build real progression systems, not empty promises.
→ Spot potential early and invest intentionally.

8️⃣ Lead with integrity, not slogans
→ Culture is shaped by what leaders do, not what they post.
→ Accountability must be shared, top down and bottom up.
→ High standards only inspire when they’re modeled .

Attracting talent isn’t a hiring strategy.
It’s a leadership strategy.

What’s one thing you changed that helped you bring in stronger talent?

Drop it in the comments 👇
____

👋 Hi, I’m Desma Rovina D'Souza 🎙 and I help global businesses expanding to the UAE build compliant, culture-driven HR infrastructure that people trust.

Payroll is one of the most sensitive and critical areas of any business.

It goes far beyond just releasing salaries.
It’s about trust, security and respect.

Every employee expects accuracy.
Every employee expects timeliness.
Even a single mistake can shake morale, damage trust and disrupt operations.

In the UAE, payroll is even more complex.

From WPS compliance and labour law regulations to leave, bonuses, overtime, and end-of-service benefits, mistakes can be expensive, exposing your business to penalties and audits.

Getting payroll right is not optional.
It’s the foundation for employee confidence and engagement.

Handled well, it signals that your team is valued and your business runs reliably.

That’s where S&K HR Consulting Payroll Services in Dubai and Abu Dhabi comes in.

We take care of end-to-end payroll to ensure every pay cycle is accurate, compliant and on time, so you never have to worry.

DM me to safeguard your payroll and your team’s trust.
___________

👋 Hi, I'm Desma and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

Expanding into a new market isn’t just about setting up operations.
It’s about getting people, processes, and compliance right from day one.

We recently partnered with a global manufacturer of concrete technologies as they began setting up their local operations in the UAE, with plans to expand into Saudi Arabia next.

As an international brand entering a highly regulated region, they needed more than “support.”
They needed a local HR partner who could build the foundation properly and scale it.

Here’s how we supported their journey:

- Built their HR foundation from scratch using HR in a Box
- Designed a structured onboarding experience to ensure consistency from day one
- Conducted salary benchmarking for their initial headcount to stay competitive and compliant
- Led recruitment efforts to bring the right talent on board
- Set up and now manage ongoing payroll, ensuring accuracy, compliance, and peace of mind

The result?
A smooth market entry, confident new hires, and a people framework that’s ready to scale as the business grows across the region.

This is what HR should do.
Not react to problems, but enable growth.

If you’re expanding into the UAE or scaling locally and need a partner who understands the full picture from hiring to payroll, DM me! 
___________

👋 Hi, I'm Desma Rovina D'Souza 🎙and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

For years, I carried the same beliefs into every room…
and they quietly held me back.

Here are 7 things I had to unlearn to move forward 👇

1️⃣ “I need more time”
❌ It’s rarely about time
✅ It’s about priorities and focus

2️⃣ “I’ll act when it’s perfect”
❌ Perfection is often just fear in disguise
✅ Progress comes from starting, adjusting and improving

3️⃣ “This is just how I am”
❌ Fixed thinking limits growth
✅ Behaviors can change, that’s how growth happens

4️⃣ “What if they don’t like it?”
❌ Trying to please everyone dilutes impact
✅ Clarity attracts the right people

5️⃣ “I need to do everything myself”
❌ Control creates burnout
✅ Delegation creates momentum

6️⃣ “Everyone else is ahead of me”
❌ Comparison drains focus
✅ Your pace only needs to be sustainable

7️⃣ “Failure means I’m not good enough”
❌ Failure means you tried
✅ Reflection turns mistakes into progress

Most people don’t stay stuck because they lack ability.
They stay stuck because old beliefs go unchallenged.

Which one do you catch yourself falling into most often?
___

👋 Hi, I'm Desma and I help global businesses entering the UAE market build compliant, culture-driven HR infrastructure that people trust.

Mindset traps you need fix for more success 

And just like that, week 2 in our new office wraps up. 😎

Welcome to S&K 3.0. 

This space already feels like a reflection of how far we have come and where we are headed next. 

More conversations, more ideas, more room to build great work cultures for the businesses we support.

Now comes the fun part. 

We want the walls to tell a story. 

Thinking artwork that reflects people, growth, culture, and a little bit of bold energy. 

If you have creative ideas for what should live on these walls, share them in the comments.

P.S. If you are around DIP1, swing by to say hello. Coffee is on us. ☕

#newoffice #hrconsultantsindubai #hrconsultantsabudhabi #hrsisters

New Office

Being good at your job isn’t what gets you promoted.
It’s these 5 underrated skills that make you indispensable 👇

1️⃣ Break down hard things clearly
→ Complexity confuses. Simplicity influences.
→ Clarity builds confidence in your team and your leadership.

2️⃣ Think ahead, act now
→ Anyone can fix today. Few can prevent tomorrow’s problems.
→ Strategic thinkers are the ones leaders lean on.

3️⃣ Earn trust across the board
→ It’s not just what you know, it’s who trusts you.
→ People who build relationships rise faster and farther.

4️⃣ Stay steady in chaos
→ Uncertainty is the ultimate test.
→ The calmest voice in the room often becomes the leader of it.

5️⃣ Deliver today, design tomorrow
→ You’re not just here to meet deadlines, you’re here to shape direction.
→ That balance? It’s what separates high performers from future execs.

The truth?
Your job description doesn't define your value. These skills do.

Which one do you think is most overlooked?
Tell me in the comments. 👇
__________________

♻️ Repost if you found this helpful.
🔔 Follow Desma for more content on Personal Growth, Entrepreneurship & HR.

5 Underrated Skills

𝗪𝗲’𝗿𝗲 𝗵𝗶𝗿𝗶𝗻𝗴: 𝗛𝗥 𝗚𝗲𝗻𝗲𝗿𝗮𝗹𝗶𝘀𝘁 / 𝗛𝗥 𝗢𝗳𝗳𝗶𝗰𝗲𝗿
 📍 UAE | Full-time

At S&K HR Consulting, we work with amazing businesses who need a trusted partner for real, compliance-focused HR. 

We’re now looking for an 𝗛𝗥 𝗚𝗲𝗻𝗲𝗿𝗮𝗹𝗶𝘀𝘁 who is comfortable rolling up their sleeves, working across multiple clients, and balancing day-to-day HR operations with a consulting mindset.

This role is ideal for someone who enjoys structure, understands UAE labour law, and likes being the calm, reliable HR presence clients trust.

𝗪𝗵𝗮𝘁 𝘆𝗼𝘂’𝗹𝗹 𝗯𝗲 𝗱𝗼𝗶𝗻𝗴
✅ You’ll handle end-to-end HR operations across multiple client accounts. (This includes onboarding and exits, contracts and HR letters, employee records, payroll inputs, leave tracking, and HR system updates.)

✅ You’ll support visa processes, Emirates ID, medicals, and government formalities where required, and ensure everything is handled accurately and on time.

✅ You’ll apply UAE Labour Law confidently when responding to client queries, processing HR actions, or supporting audits and compliance checks.

✅You’ll work closely with senior consultants on HR projects such as policies, handbooks, onboarding frameworks, and HR foundations for new or scaling businesses.

✅ You’ll be a day-to-day point of contact for assigned clients, keeping communication clear, professional, and proactive.

✅ You’ll protect confidentiality at all times and follow internal controls to ensure consistency and minimise risk.

𝗪𝗵𝗮𝘁 𝘄𝗲’𝗿𝗲 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿
✨You have 5 to 7 years of HR Generalist or HR Officer experience, ideally within the UAE.

✨You have solid working knowledge of UAE Labour Law, WPS, end-of-service benefits, and free zone versus mainland requirements.

✨You’re organised, detail-oriented, and comfortable managing multiple clients and deadlines without dropping the ball.

✨You communicate clearly and confidently, especially when explaining statutory or compliance-related matters.

✨You take ownership of your work, follow up without being chased, and flag risks before they become problems.

✨Experience in HR consulting, outsourced HR, or a client-facing HR role is a strong advantage.

✨HR qualifications such as CIPD, SHRM, or CHRP are preferred but not mandatory.

𝗪𝗵𝘆 𝗷𝗼𝗶𝗻 𝗼𝘂𝗿 𝘁𝗲𝗮𝗺
🥳You’ll work with a variety of businesses across sectors, not just one internal HR setup.

🥳You’ll gain deep exposure to UAE HR compliance, consulting work, and real-world problem-solving.

🥳You’ll be part of a team that values professionalism, clarity, and doing things properly.

🥳You’ll have room to grow, learn, and take on more responsibility as the business expands.

If you’re an HR professional who enjoys operational excellence, client interaction, and building HR foundations that actually hold up, we’d love to hear from you.

📩 𝗔𝗽𝗽𝗹𝘆 𝗛𝗲𝗿𝗲: 
https://lnkd.in/dTTUXDCe

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