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Procapita

KUWAIT - Economy

Mohammad Abu Al-Rob

Founder & CEO, PROCAPITA & ZENITHR

Bio

Mohammad Abu Al-Rob is a business leader with over 20 years of experience in human resource management, HR consulting, HR technology, and digitalization. An acclaimed public speaker, strategic advisor, and influential HR expert, Al-Rob holds an MBA from IMD Business School and a certificate in strategy execution from INSEAD Business School. He is a Certified Professional in Human Resources (CPHR) and holds a professional certificate in crisis management from the Swiss Armed Forces. He founded PROCAPITA in 2013, ZENITHR in 2018, and SANAD Solutions in 2022.

"Successful implementation requires continuous support, and we are committed to being a reliable partner throughout the journey."
A leading HR and management consulting firm in the Middle East, PROCAPITA provides a wide range of services that includes advisory, corporate governance, and people assessments and analytics to clients around the region.
Can you provide an overview of PROCAPITA?

PROCAPITA Management Consulting is a distinguished firm specializing in delivering comprehensive and strategic HR solutions to governments and private businesses across diverse industries. Founded in Kuwait in 2013, PROCAPITA Management Consulting has since emerged as a front runner in the regional HR consulting landscape. Furthermore, PROCAPITA Group is actively involved in technology investments, with ZENITHR serving as its dedicated technological division. It offers a cloud-based HR solution, delivering a wide range of services, including employee experience surveys, as well as pre- and post-assessments. ZENITHR is the exclusive distributor of Thomas International in the MENA region, which is number one in psychometric assessments. Meanwhile, Sanad Business Solutions, a division of PROCAPITA, provides HR services and payroll outsourcing solutions for over 100 clients in Kuwait. PROCAPITA Group is proud of its team of more than 110 dedicated professionals who contribute a wealth of knowledge and experience. Through their collective efforts, we have successfully served over 1,300 entities in the region. Our reach extends across the region, with offices in Kuwait, Riyadh, Jeddah, Dubai, and Amman and further reinforced by a network of resellers and strategic partnerships in Oman, Qatar, Bahrain, and Egypt. We take great pride in being a premier regional HR consulting firm, renowned for our swift growth and significant presence across the region. A substantial market share and substantial client base place us at the forefront, surpassing even multinational corporations and highly esteemed industry giants. This solidifies our position as a top-recognized, fast-paced, and rapidly expanding regional consulting firm. We take great pride in being the biggest HR consulting firm in Kuwait with a remarkable market share.

What is your competitive edge in Kuwait?

From the outset of our journey as a new regional player in the field of HR consulting, we understood the challenges of competing with industry giants due to their legacy, as clients often favored established, well-known names. Nevertheless, we consistently set ourselves apart by delivering unparalleled quality and value to our clients. Remarkably, since 2016, a significant shift has occurred in our business landscape. We have transitioned to a point where clients actively seek us out after hearing about our work. Furthermore, we frequently receive requests for proposals. Our reputation has grown organically, and many firms now recognize us in the consultancy and HR spectrum. Our unique competitive edge goes beyond the common merger of consultancy, industry best practices, and operational expertise. It also encompasses after-delivery communication, client partnerships, and a profound understanding of their needs and organizational culture. In contrast to traditional HR consulting firms that often deliver recommendations and then fade into the background, we maintain an ongoing, proactive dialogue with our clients’ post-engagement and after-delivery communication and support. That is why 70% of our contracts are annual or biannual. Successful implementation requires continuous support, and we are committed to being a reliable partner throughout the journey.

How would you assess the market competitiveness in Kuwait?

The Kuwaiti market presents a unique blend of advantages and challenges. On the positive side, it boasts a stable economy with minimal fluctuations, largely rooted in its abundant oil reserves and significant government investments. Additionally, Kuwait fosters an entrepreneurial spirit, providing a fertile ground for startups and innovation with various government support programs. Moreover, the cost of living is relatively lower, making it appealing for both businesses and expatriate workers; however, Kuwait faces a major talent shortage, exceeding the GCC average, with overseas hiring struggling due to restrictive policies and regulations. Moreover, there was a notable trend of employees considering relocation abroad at a rate nearly double the GCC average and exhibited a slower uptake of remote work policies compared to its regional counterparts. In talent management and employee well-being, Kuwait performed below GCC averages, particularly in celebrating employee achievements and supporting voluntary work. Additionally, its provision of salary increments, and flexible working arrangements was significantly lower than the GCC norms.

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