'Be totally involved'

Meet entrepreneurs who are determined to make a difference. They may come from different backgrounds and have differing interests, but all have a vision

Kathy Kershaw has worked in an environment when a down turn of events have changed the economic and business scene overnight. The events of September 11 in New York did not therefore alarm her – she realigned herself to the new situation and briefed her staff accordingly.

Kathy heads the human resource agency Kershaw Leonard and says, "We seem to be back to normal already and are, in fact, receiving more work than we did before September 11." Her company receives over 4,000 CVs a month from people who are either out of a job or who are looking for a change.

An entrepreneur in her own country, Kathy had her own agency in England before coming to live in the Emirates five years ago.

"I set up my own office during the recession in 1991 because it was very economical to start a new enterprise. The rents had been reduced by 60 per cent and the start-up costs were much lower. I felt if I was ever going to try to start my own agency that was the time. I am glad I did because I learnt a lot and it has helped me enormously in my work in Dubai."

When she arrived in Dubai in 1996, Kathy joined a recruitment agency to get an opportunity to understand the local culture and demography before starting her own.

"Within a few months I could see there was a window of opportunity to open a consultancy in Dubai and I started with my partner Leonard and a staff of two people. In a short time we had to add people because the work started picking up and we found that administration took a lot of time."

Kathy explained that at Kershaw Leonard a response is given to every application. "I believe you should be as professional with a valued client as a valued candidate. It is necessary in our work to meet the needs of both."

The staff hold qualifications from the recruitment and employment federation and are experts at identifying key skilled candidates in line with the job profile they are interviewing for.

"You have to be a trained professional and you must have responsibility for the value of the job you do to do it well. You are not a sales person but a professional consultant and through your expertise you could make a difference to someone's life."

Kathy says she enjoys her work. It brings her in contact with so many people and, in fact, it is almost like being a psychologist to try and fit the right person into a running company.

"I also believe the consultants must treat people with respect and understand that being out of work is not a pleasant experience. We must try to make the transition from unemployment to employment as smoothly as possible."

It is important to have a clear understanding of both sides and Kathy is happy that since she started the agency their success rate has been pretty high. "We do not put people forward to make up numbers. I work hands on." She added, "I believe the best way to run a business is to be involved, understand your staff and know and achieve your goals."

After the catastrophe of September 11 people were concerned of the impact on the economic climate but Kathy says her business has grown enormously mainly because they have adjusted and realigned.

In some cases many companies have put positions on hold whereas with others it is already business as usual. "The situation overall," says Kathy "is looking very positive and the insecurity has started to stabilise."

She maintains that this region is the best for childcare and therefore a good place for a woman to get into business.

"Dubai offers a fantastic opportunity for any entrepreneur, especially with the facilities available at Dubai Media City. I have been impressed with the vision and commitment of Dubai and the investment in the private and public sector. Competitively it will still always be a tight market but that is the condition the world over today."

When she gets a break from work Kathy likes to read. She also enjoys making new friends. "We often have unique friendships that develop in Dubai. I think everyone makes a greater effort as they do not know for how long they are going to be here."

Kathy would give the go ahead to anyone considering to start a venture here. Business ideas and market research is within reach and there is no discrimination of any kind towards women. In fact she says, "I have only ever found support."

Now Kathy feels she would like to give something back to the community by helping UAE nationals get jobs. She is also an active member of the Dubai Centre for Special Needs' fund-raising and helps in their charity shop regularly. "Dubai is a land of opportunity," she adds "I would encourage anyone to come and set up business here."