Liz Netto
Founder & Lead Advisor
Liz has lived in the UAE since 1996 and spent over 20 of those years inside UAE recruitment and hiring. She founded Ruwa in 2025 to bring that insider view directly to individuals through advisory and coaching.
Ruwa Advisory
A UAE career consultancy, built on two decades inside the market.
Ruwa Advisory blends practical career support with coaching, from your first UAE application to the moments you're ready for real change, backed by 20+ years inside UAE recruitment and hiring.
Trusted around the UAE
Our clients work with
The Ruwa story
Built by someone who's spent two decades inside the UAE job market.
"I've called the UAE home for almost thirty years, and spent the last twenty of them inside its hiring world, before I built Ruwa properly in 2025. I'd watched too many capable people get overlooked, not because they weren't good enough, but because no one had shown them how this market actually reads a career. The plan finally came together on a holiday in Bali, of all places, half a world away from the industry I know best.
Long before Ruwa had a name, I was already doing this quietly, for friends, colleagues and the people who found their way to me. So many arrived in the UAE certain they could simply walk into a job, with no idea how a CV should look here, how LinkedIn works in this market, or how to navigate a workplace that's both Emirati and international. I couldn't watch that struggle without stepping in. Eventually, that instinct became Ruwa."
Ruwa comes from the Arabic word for beauty, specifically the kind that refreshes, like water that quenches thirst. It felt like the right name for work that's meant to leave people feeling renewed, not just employed.
Liz Netto, Founder
Meet LizWhat we stand for
How Ruwa works.
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Calm guidance
Career decisions can feel overwhelming. We turn them into clear, ordered steps, so you always know what's next and who's handling it.
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Real expertise
Twenty years inside the UAE market: hiring, recruitment, coaching and the practical detail that only comes from doing it, repeatedly, here.
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Community for life
The relationship doesn't end when the work is done. Our events and circles keep you connected long after.
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Discretion
Senior careers and family moves are sensitive. We handle your information and your decisions with care and confidentiality.
The person behind Ruwa
Every engagement is built on the same experience.
Ruwa was founded and is led by Liz Netto. Two decades of hands-on UAE hiring experience shape every package, every review and every recommendation.
About Ruwa
Who Ruwa is, in plain terms
What is Ruwa Advisory?
Ruwa Advisory is a UAE career consultancy that blends practical career services with coaching. We help professionals strengthen their CV and LinkedIn presence, prepare for interviews, work through career clarity and assessment-led coaching, move to the UAE, and return to work after a break, backed by 20+ years working inside UAE hiring.
When was Ruwa established?
Ruwa Advisory was established in 2025.
What does Ruwa actually do?
We work across five journeys: stronger CV and LinkedIn positioning, interview preparation, career clarity and assessment-led coaching, UAE relocation and job search strategy, and support returning to work after a break. You choose the journey that matches where you are.
How does Ruwa work and what does it cost?
You start by choosing the package that fits your situation. Packages start from AED 549, with everything scoped upfront so there are no surprises.
Is Ruwa a recruitment agency?
No. We don't place candidates or take a cut of anyone's salary. Liz spent 20 years inside UAE recruitment and hiring, and now uses that insider view to advise individuals directly, through advisory, coaching and relocation support.