In this exclusive interview with The Business Year: Saudi Arabia 2025, Procapita Group's CEO, Mohammad Abu Al-Rob, delves into the company’s journey, achievements, and vision for the future. From pioneering HR solutions in the region to the innovative role of Zenithr, the group’s digital arm, he sheds light on how Procapita is driving transformation in the HR landscape while aligning with Saudi Vision 2030.

Can you provide an overview of Procapita Group?‍

Procapita Group is a distinguished firm specializing in delivering comprehensive and strategic HR solutions to governments and private businesses across diverse industries. Established in Kuwait in 2013, the company expanded in collaboration with its partners, including Sanad Business Solutions and Zenithr—an exclusive distributor for Thomas International in the MENA region. So far, Procapita Group is proud to have a team of more than 100 dedicated professionals who contribute a wealth of knowledge and experience. Through their collective efforts, we have successfully served over 2,000 clients. Our reach extends across the region, with offices located in Riyadh, Kuwait, Dubai, and Amman. We have a network of resellers and strategic partnerships in Oman, Qatar, Bahrain, and Event.

Could you share your insights on the journey of entering the Saudi market?‍

The Saudi market is the leader and in constant evolution. We are proud to contribute to its growth, aligning our mission with the Saudi Vision 2030. Recognizing the consulting industry's integral role in economic and human development, Procapita Group has been active in the Saudi market since its inception in 2013. We are proud to have served over 750 clients in different cities and industries across the Kingdom and are also committed to expanding our team of Saudi national consultants in our office in Riyadh. Our Saudization rate has reached 55.6%, reflecting our efforts to align with the country’s nationalization goals and contribute to the development of local expertise. We look forward to investing more and continuing to grow our business in Saudi Arabia.

Zenithr is Procapita Group's digital arm. Could you elaborate more about Zenithr Employee Experience and how it contributes to organizational success?

Zenithr Employee Experience embodies cutting-edge technology that adopts artificial intelligence, making it a testament to our commitment to innovation. By providing a platform for employees to voice their thoughts and feedback, we empower organizations to raise a culture of transparency. This not only enhances teamwork but also allows businesses to transform valuable insights into strategic plans and objectives. The features of our digital solution maximize collaboration, ensuring that employee experiences are at the forefront of shaping an organization’s vision for the future.

Are there any plans for introducing new products in addition to Zenithr's Employee Experience?‍

Yes, we are excited to share that there are indeed plans to introduce new innovative products, including the upcoming Zenithr Assessments, which will be launched very soon. Envisioned as a transformative tool for hiring and evaluation processes, this new addition will feature competency-based coding and psychometric assessments. The goal is to empower businesses to secure talent with the right motivation and provide room for current employees to enhance and develop their capabilities. What sets Zenithr Assessments apart is our use of the latest technologies and adherence to scientific approaches and leading industry practices. We are proud to be the first company in the Middle East to offer a multilingual assessment solution, ensuring inclusivity and accessibility across diverse markets. Furthermore, our platform is infused with AI-powered proctoring to maintain the highest standards of integrity and security. This expansion aligns with our responsibility to offer solutions that address the evolving needs of the HR landscape.

What is the rationale behind integrating AI into HR and talent management, and how are you going to actively implement this?

‍Our strategic rationale for investing heavily in AI was driven by the desire to innovate HR processes and workforce analytics. By incorporating cutting-edge AI technologies into our HR and talent management practices, we aim to ensure that Procapita Group is always at the forefront of the HR industry. This is achieved by delivering exceptional value to our clients, such as advanced tools for decision-making, streamlined processes, and unparalleled insights into talent management. Our promise to be one step ahead aligns with our mission and values, emphasizing continuous innovation.‍