Brazil5 questions with Procapita Group CEO Mohammad Abu Al-Rob on 2025’s plans
Mohammad Abu Al-Rob is the CEO of Procapita Group, a leading provider of human capital consultancy services and HR solutions in the Middle East. We asked him five questions about the group’s journey, investments in HR technology, and plans for the Saudi market.
To start with, can you provide us with 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 based across our offices located in Kuwait, Dubai, Amman, and Riyadh.
Since our inception, we have successfully served over 2,000 clients, with our reach extending across the region. We have a network of resellers and strategic partnerships in Oman, Qatar, and Bahrain.
Zenithr is Procapita Group’s digital arm focused on the employee experience. Could you elaborate on the offerings?
Zenithr 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 Zenithr solution maximize collaboration, ensuring that employee experiences are at the forefront of shaping an organization’s vision for the future.
Procapita Group is investing in Zenithr. What are the latest plans and products?
Indeed, we are excited to share that there are 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 the company’s investments?
At Procapita Group, we aim to ensure that our offering 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. Investing is cutting-edge technologies is part of that promise.
Procapita Group has earmarked 2025 as a growth year for its Saudi business. Could you share more?
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.
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, we are committed to expanding our team of Saudi national consultants in our office in Riyadh. Our Saudization rate has reached 55%, reflecting our efforts to align with the 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.
