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Can AI Power Alphabet’s Next Chapter as Search Faces New Threats?

Dubai, United Arab Emirates – 21 July 2025 – As Alphabet prepares to report its second-quarter earnings on Wednesday (U.S. time), investor attention is sharpening, driven by the company’s attractive valuation and strengthening growth outlook. The stock is currently trading at the lowest forward price-to-earnings (P/E) ratio among the so-called “Magnificent Seven,” fueling renewed interest among market participants.

A series of broker upgrades last week highlights growing optimism around Alphabet’s performance in the second half of 2025. According to Josh Gilbert, Market Analyst at eToro, “Alongside cloud and YouTube, the long-term focus remains firmly on artificial intelligence. Alphabet is continuing to invest heavily in Gemini, its flagship AI assistant, as well as AI-powered ad products and enterprise tools.”

Investor enthusiasm for monetisable AI applications is likely to put Gemini’s integration into core services like Google Search, Workspace, and Cloud under the spotlight. “Updates in these areas could be a key focus for investors this quarter,” Gilbert added.

However, despite the bullish sentiment around AI, there are still risks on the horizon. “Some investors remain cautious about the long-term impact that generative AI technologies could have on traditional Google Search,” said Gilbert. “The rise of platforms like ChatGPT, and growing evidence that younger users are turning to social platforms like TikTok for information, are creating questions about the future of Search as the dominant gateway to the web.”

Alphabet is also facing ongoing regulatory challenges. A U.S. judge is expected to rule soon on structural changes to the company following last year’s antitrust ruling related to Google Search. “Talks of a potential forced divestment of Chrome could pose a serious challenge to Alphabet’s search ecosystem. Until more clarity emerges, some investors will remain on the sidelines,” Gilbert noted.

Capital expenditure is another key area to watch. With the tech sector racing to scale up AI infrastructure, Alphabet’s spending is likely to remain in focus. “In this environment, it’s spend or get left behind. If demand continues to rise, we may see full-year capex guidance lifted once again,” Gilbert said.

Alphabet’s cloud division will also be closely watched. “Google Cloud remains a key growth engine. The market is expecting around 27% year-on-year growth this quarter. A beat here, combined with solid Search performance, could give the stock a meaningful boost post-earnings,” Gilbert concluded.

Saudi Arabia’s Global Reputation Shifts Positively, Driven by Vision 2030 and Economic Diversification

Saudi Arabia’s global reputation has seen a significant positive transformation, according to CARMA’s 5th Edition of the Kingdom Reputation Report. The report indicates a notable increase in positive sentiment and a decline in negative media coverage, largely attributed to the country’s Vision 2030 initiatives, economic diversification, and growing soft power.

The latest insights from CARMA’s Report include:

A Surge in Positive Global Sentiment

 

  • Positive mainstream media coverage of Saudi Arabia increased by 25% in 2024, compared to the previous year.
  • Since 2020, negative media coverage has declined by 55%, signaling a decisive reputational shift. CARMA’s survey, encompassing respondents from the UK, the USA, India, Singapore, and Russia, revealed that 59% expressed positive sentiment towards Saudi Arabia. Additionally, 37% of respondents reported that their views have become more favourable over the past 12 months.

Vision 2030 Shaping the Narrative

  • Vision 2030 dominated international discourse in 2024, directly tying into 60% of all global media coverage about Saudi Arabia, the highest share recorded to date. For the first time since 2020, coverage of Saudi Arabia’s economic and social transformation under Vision 2030 has outpaced political discourse.

Events, Tourism and Entertainment Drive Global Interest

  • Media coverage of Saudi Arabia’s economy rose by 77% in 2024, driven by events like the Future Investment Initiative (FII)LEAP tech conference, and World Defense Show.
  • Tourism and entertainment media coverage increasing by 60% compared to 2023, representing a strong rebound and highlighting Saudi Arabia’s growing appeal as a destination.
  • While overall media volume on sports decreased by 7%, it still accounts for 11% of all media coverage, maintaining its significant influence.
  • High profile sports events, such as the announcement of hosting the 2034 FIFA World Cup, continue to generate headlines and build international connections.

Influencing the Influencers

  • Influential figures like Cristiano Ronaldo, Neymar, MrBeast, and Elon Musk amplified engagement through their posts, showcasing Saudi Arabia’s evolving cultural, sporting, and entertainment landscape.
  • Saudi Arabia’s leadership emerged as influential figures in global media, widely portrayed in a positive light for driving transformative reforms, advancing landmark mega-projects, and deepening regional diplomacy.
  • The public survey found that 59% of respondents were interested in visiting Saudi Arabia,  60% would consider doing business there, and52% were open to working in the Kingdom.

 

CARMA’s report, which utilizes AI analysis, sentiment tracking, human interpretation, and considers international media, influential social voices, multi-market public surveys, and AI-driven search trends, provides a comprehensive view of Saudi Arabia’s evolving perception.

This shift reflects global recognition of Saudi Arabia’s determined efforts toward economic, social, and cultural reinvention

Netflix Beats Q2 Expectations, Raises Full-Year Forecasts

Dubai, United Arab Emirates – 18 July 2025 – Netflix has reinforced its position as the global streaming leader after reporting strong second-quarter results that surpassed expectations across all key metrics.

The company posted revenues of USD 11.1 billion and earnings per share (EPS) of USD 7.19, driven by solid international performance and the impact of a weaker US dollar. Netflix also revised its full-year guidance upward, with projected sales reaching up to USD 45.2 billion and an operating margin of 29.5%, highlighting a business that is scaling efficiently and delivering strong financial leverage. Net income is on track to exceed USD 10 billion for the first time in company history.

Despite the impressive numbers, Netflix shares dipped slightly in after-hours trading, likely a result of the stock’s nearly 90% rally over the past 12 months.

According to Josh Gilbert, Market Analyst at eToro, “These results reinforce Netflix’s dominance in the streaming sector. The company is successfully combining international growth with innovation in advertising and technology, all while continuing to deliver premium content.”

A key highlight for investors is the rapid growth of Netflix’s ad-supported tier, which now boasts over 94 million monthly active users. The company expects to roughly double its advertising revenue in 2025, marking a significant step in building a powerful new growth engine. Netflix is also leveraging artificial intelligence (AI) to streamline production processes and enhance viewer targeting—initiatives that are expected to further support margin expansion in the long term.

“As Netflix continues to grow, it’s clear that the company’s strategy is firing on all cylinders,” said Josh Gilbert, Market Analyst at eToro. “The focus on diversifying revenue—through advertising, live sports, and localized content—puts Netflix in a strong position to capture even more market share globally.”

As always, compelling content remains at the heart of Netflix’s strategy. The company’s robust pipeline includes highly anticipated new seasons of global hits like Stranger Things and Wednesday. In addition, its flagship series Squid Game has already broken viewership records within its first three days of release—setting the stage for strong subscriber growth and engagement in the second half of the year.

While competition from major players such as Disney, Apple, and Amazon persists, Netflix continues to lead the industry. Its strategic focus on innovation and global expansion ensures it remains uniquely positioned to drive sustainable, long-term growth.

Rubrik Advances New Data Security for AWS Cloud Databases

  • New, comprehensive protection for Amazon DynamoDB
  • Expanded Immutability for Amazon RDS
  • Empowers customers with reduced risk, simplified operations and lower cloud costs

Dubai, United Arab Emirates. — July 16, 2025 — Rubrik (NYSE: RBRK), the cybersecurity company, today announced a significant expansion of its data protection services, which provides an additional layer of defense in depth for Amazon DynamoDB and Amazon RDS for PostgreSQL. As the volume of data continues to grow at an unprecedented scale, it exposes organizations to substantial data security gaps, increased risk of cyber threats, and stringent compliance requirements. To help Rubrik customers address these challenges, Rubrik unveiled new upcoming support for Amazon DynamoDB, and launched a proprietary cyber resilience offering for relational databases, beginning with Amazon RDS for PostgreSQL.

This move strengthens Rubrik’s leadership in cloud data protection, directly meeting customer demand for high performance and cost-effective resilience and security for their mission-critical databases. Customers will benefit from a unified platform that simplifies operations, lowers cloud backup costs, and offers immutable protection by default.

“As organizations entrust their most critical data and applications with cloud database services, it’s crucial to have secure and cost-effective protection in place,” said Anneka Gupta, Chief Product Officer at Rubrik. “Extending our cloud database protection to Amazon DynamoDB and deepening our capabilities for Amazon RDS for PostgreSQL is a testament to our ongoing innovation and strategic partnership with AWS. Together, we can help our customers become truly cyber resilient.”

Comprehensive Protection for Amazon DynamoDB

Rubrik is extending its data protection offerings to Amazon DynamoDB, AWS’s flagship serverless, distributed NoSQL database service, with a single, policy-driven console that automates everything from backup scheduling and immutability to complex cross-account recovery—a process that is often manual, intricate, and tedious.

  • Centralized visibility and control: For customers who choose not to use AWS native services, Rubrik provides a unified dashboard to monitor and discover all DynamoDB instances across connected AWS accounts and regions.
  • Cost reduction: Rubrik enables storage-efficient, incremental-forever backups and provides the flexibility to choose from a full range of Amazon Simple Storage Service (Amazon S3) storage classes, including Amazon S3 Standard, S3 Standard-Infrequent Access, S3 One Zone-Infrequent Access, S3 Glacier Instant Retrieval, S3 Glacier Flexible Retrieval, and S3 Glacier Deep Archive.

Cyber Resilience Offering for Amazon RDS

The new offering is engineered specifically for relational databases, launching first with support for Amazon RDS for PostgreSQL.

  • Immutable protection without additional infrastructure: Ensure database backups are both unchangeable and undeletable without the need for additional vault configurations or multi-service architectures to enhance cyber resilience.
  • Simplified and unified operations: For customers who choose not to use AWS native services, the Rubrik platform is designed to provide a centralized management view of RDS backup information across multiple AWS regions and accounts.

To learn more, read our blog and visit Rubrik’s booth #103 at AWS Summit New York City on July 16, 2025

Saudi Life: Unpacked

The podcast telling the stories you won’t find on Google!

Host’s Frankie and Lily deep dive into modern life in the Kingdom of Saudi Arabia.

Saudi Life: Unpacked – With Saudi Arabia aiming to welcome 75 million international visitors by 2030 and expand its expat population to 25 million, Saudi Life: Unpacked, arrives at a pivotal cultural moment. It’s a podcast that offers the kind of real talk that both newcomers and long-time residents crave. Topics such as What is it like raising a family in Saudi Arabia? What’s changing in the workplace? Across Jeddah, Riyadh, The Red Sea and Al Ula, what does it look and feel like to be in Saudi Arabia today? Where are the creatives, entrepreneurs, and change-makers making waves, with their stories to be told?

Saudi Life: Unpacked is offering a refreshing, unfiltered look into the real-life experiences, culture shifts, and untold stories within the Kingdom of Saudi Arabia. Created for locals, expats, and curious global audiences alike, the show dives headfirst into what it means to live, work, and thrive in today’s Saudi Arabia.

From navigating cultural expectations to discovering underground art scenes, Frankie (British) and Lily (Australian) blend wit, warmth, and genuine curiosity into every episode alongside their guests. And with over 20,000 downloads to date, the podcast is already sparking conversation from Riyadh, to Australia, London and Dubai.
Hosted by journalism trained duo, Frankie Hilton and Lily Moffatt, two expat voices who have swapped surface-level Facebook group commentary for authentic, on-the-ground insight – the podcast is quickly becoming a must-listen for those seeking more than just headlines and hearsay.

“Our mission is to unpack what life in Saudi really looks like, beyond the headlines and beyond the clichés,” says Frankie Hilton, co-founder and co-host.

“A year before moving our family to Riyadh, I joined the many Facebook groups trying to ‘find out what life in Saudi is like,says Lily Moffatt, co-founder and co-host. “Looking back, not even one gave me a full picture. The insight was superficial at best. We knew there was space for something deeper, something real.”

Whether you’re considering a move to Saudi Arabia, already live there, or are simply curious about what’s happening behind the headlines, Saudi Life: Unpacked offers a refreshing, unfiltered perspective that’s rarely heard and deeply needed.

Podcast: Available on Spotify and Apple Podcasts.

White Oryx International Short Film Festival 2025 announces open call for entries

Dubai, UAE; 14 July 2025 – White Oryx International Short Film Festival (WOIS Film Fest), an initiative by the Manipal Institute of Liberal Arts (MILA), Manipal Academy of Higher Education (MAHE) – Dubai Campus, is proud to announce an open call for submissions to the fourth edition of the WOIS Film Fest, set to take place from November 26th to 28th, 2025 at Dubai Knowledge Park and MAHE Dubai campus in Dubai International Academic City.

Regarded as the biggest short film event in Dubai, WOIS is a student-led platform that celebrates short-form storytelling and aims to spotlight emerging talent, especially student and amateur filmmakers, from the UAE, GCC, and beyond. Over three days of the fest, WOIS aims to showcase their passion for narratives and filmmaking, and to expose them to the myriad ways of storytelling from across the world through the fest’s curated screenings. Finally, the fest provides a space for networking and connecting the filmmaking communities. On this front, we are partnered with Cininfo, an exclusive community of artists and creators based out of India.

The open call invites short films, documentaries, animations, and music videos with a maximum runtime of 20 minutes. All entries must be completed after January 2024, be suitable for a general audience, and include English subtitles if the primary language is not English. Entry is free of charge and open to school and university students, as well as independent filmmakers from around the GCC.

This year’s competition will feature four award categories: Best Short Film – UAE, Best Short Film – UAE University, Best Short Film – UAE School, and Best Short Film – GCC Shorts (covering Bahrain, Kuwait, Oman, Qatar, and Saudi Arabia). Winning entries receive the prestigious Golden Oryx Award. In previous editions, winners have received filmmaking kits sponsored by Nikon MEA.

Prof. Elsa Thomas, Chairperson, Manipal Institute of Liberal Arts and Festival Chairperson, commented, “At the Manipal Institute of Liberal Arts, we believe that storytelling has the power to shape perspectives, spark dialogue, and drive change. The White Oryx International Short Film Festival is not just a showcase of student talent, it is a movement that empowers young filmmakers to nurture original thought, explore bold ideas and fearless creativity, challenge norms, and share narratives that matter. Through this platform, we are proud to cultivate a new generation of creators who are not only technically skilled but also socially conscious and culturally rooted, all vital to the creative economy we aim to inspire through MILA.”

The festival experience goes beyond screenings, offering workshops, panel discussions, and networking opportunities with professionals from the film and media industry. WOIS has previously attracted over 5,000 submissions globally and continues to grow as a prominent creative platform for student and indie filmmakers.

Learn more: www.manipaldubai.com

95% of Saudi Travel Sites Adopt Email Authentication Measures to Protect Holidaymakers During Peak Booking Season

Proofpoint research reveals Saudi travel brands are taking proactive steps to defend customers from fraudulent emails

Riyadh, KSA – 11 June 2025 –  Proofpoint, Inc., a leading cybersecurity and compliance company, today released new research revealing that 95% of the top online travel sites* in Saudi Arabia have adopted Domain-based Message Authentication, Reporting and Conformance (DMARC), a key email security protocol that helps protect users from email fraud. However, only 30% of these sites have implemented it at the highest enforcement level of “reject,” which actively blocks unauthorised emails from reaching inboxes. The findings are based on a DMARC adoption analysis of the top 20 online travel sites in Saudi Arabia, as well as across Europe and the UAE.


DMARC is an email validation protocol designed to protect domain names from being misused by cybercriminals. It authenticates the sender’s identity before allowing a message to reach its intended destination. DMARC has three levels of protection – monitor, quarantine and reject, with reject being the most secure for preventing suspicious emails from reaching the inbox.  


As Saudi Arabia races toward its Vision 2030 tourism goals, digital transformation in the travel sector is accelerating, making secure online communications more vital than ever. But as consumers eagerly plan and book their getaways, this surge in activity – coupled with a high volume of emails and promotional offers from travel companies – creates a perfect storm for cybercriminals, turning dream holidays into costly scams through sophisticated email fraud.

Key findings from the research include:
– Saudi Arabia demonstrates strong foundational email security adoption with 95% of the country’s top travel websites publishing a DMARC record, one of the highest rates across Europe and the Middle East.

– However, there is room for improvement with only 30% of these sites using the policy at “reject” level, meaning 70% are leaving their customers, staff, and partners more vulnerable to receiving fraudulent emails impersonating these brands.

– On average, 88% of the top travel websites across Europe and the Middle East have published a basic DMARC record. However, only 46% of all travel sites analysed are at reject, meaning 54% of the top travel sites across the regions are leaving customers at risk of email fraud.

“Holiday bookings often represent a significant number of high-value financial transactions and bring experiences of high personal and emotional value, this combination makes travellers prime targets for cybercriminals. These attackers actively use sophisticated email fraud, especially during peak holiday season, to exploit vulnerabilities,” says Matt Cooke, cybersecurity strategist, Proofpoint. “Fake booking confirmations, too-good-to-be-true deals, and urgent payment requests for supposed flight changes are common tactics. These fraudulent communications can appear highly convincing, putting travellers’ finances and personal data at risk.”

“Travel companies bear a social responsibility to do everything they can to stop convincing scam emails being sent in their name, to holidaymakers,” continues Cooke. “Implementing DMARC technology to its fullest level of ‘reject’ allows travel companies to massively reduce the risk of that happening, protecting both their brand and all of the holidaymakers at the same time., it’s a win-win.”

Proofpoint advises consumers to follow these tips to stay safe when booking and managing travel online:
1.Secure your bookings – and your accounts. Use strong, unique passwords for travel accounts and booking sites. Enable multi-factor authentication (MFA) wherever possible to add an extra layer of security.

2.Watch out for fake travel deals – and websites. Be wary of unsolicited offers that seem too good to be true. Scammers create convincing fake websites for airlines, hotels, or comparison sites to steal money and credentials. Always book through official sites or reputable, verified agents.

3.Navigate away from phishing trips – and smishing scams. Stay alert to phishing emails or smishing (SMS phishing) messages regarding flight changes, booking confirmations, or visa applications that demand urgent action or personal details. These often lead to fake login pages designed to capture your information.

4.Don’t get detoured by suspicious links. Avoid clicking directly on links in unsolicited emails, social media messages, or pop-up ads, especially for special offers or urgent alerts. Instead, type the official website address directly into your browser.

5.Check reviews before You book. Fraudulent travel offers, websites, and apps can look deceptively genuine. Before providing payment details or downloading a new travel app, invest time in researching the company, reading independent online reviews, and checking for customer complaints.


To find out more about DMARC, visit: https://www.proofpoint.com/uk/products/email-fraud-defence.

Transactions Soar to AED 62.1 Billionas UAE Branded Residences Attract Global Capital

Josh Gilbert, Market Analyst at eToro

Dubai, United Arab Emirates – June 16, 2025

The UAE’s real estate market continues to set fresh records in 2025, remarks Josh Gilbert, Market Analyst at eToro. April alone saw AED 62.1 billion in real estate transactions, highlighting growing demand across residential, commercial, and luxury segments. One area in particular gaining attention is the branded residences market, which is quickly becoming the hottest thing in the UAE’s luxury property sector.

According to recent data, Abu Dhabi’s branded residences quadrupled over the past year, and luxury sales topped AED 6.3 billion in 2024. The growth in branded residences across the UAE reflects growing demand from affluent investors and high-net-worth individuals seeking exclusivity. This surge is not just reshaping the skyline but also creating compelling opportunities for listed real estate developers.

Emaar is arguably the biggest beneficiary of the UAE’s real estate upswing. The company is everywhere across the skyline in Dubai and is at the forefront of branded residence development with high-profile projects like Armani Residences, The Address, and Palace Residences. These properties have leveraged partnerships with global luxury brands to offer a premium lifestyle, which is appealing to international investors.

The company is continuing to move from strength to strength with ongoing expansions in Downtown Dubai, Dubai Hills, and the Marina. With the city’s record-breaking transaction volumes and continued influx of wealthy buyers, Emaar’s diversified portfolio and brand power position it strongly for further growth. This is reflected in Emaar’s share price, up over 60% in the last 12 months.

Aldar, headquartered in Abu Dhabi, is increasingly mirroring Dubai’s model by embracing branded residences. The recently announced Nobu Residences on Saadiyat Island adds to its growing luxury pipeline. Saadiyat is emerging as a luxury hub, and Aldar is taking full advantage of this trend.

It’s not just Saadiyat, though. Aldar continues to build a broader presence in the UAE luxury market. Its strategy to work with iconic global brands aligns with the rising demand for these ultra-premium homes. The growth of branded residences in Abu Dhabi suggests that the capital is catching up to Dubai’s pace, which could allow Aldar to unlock meaningful value for investors.

The growth in the UAE real estate market reflects solid fundamentals of robust population growth, surging tourism, ongoing efforts to diversify the economy and the appeal of the biggest corporate names in the world, underscored by these branded residences.

For investors, this opens new avenues for growth, particularly through developers with exposure to high-end and branded projects. Emaar, Aldar, and Deyaar are each positioned to benefit from this demand in different ways, making them worth watching as Dubai and Abu Dhabi continue to attract global capital into their real estate markets.

ADNOC Launches 28% Premium Bid for Santos in Major LNG Expansion Move

Josh Gilbert, Market Analyst at eToro

Dubai, United Arab Emirates – June 16, 2025

ADNOC’s bid for Santos signals the UAE’s growing ambition to expand its energy footprint globally, particularly in LNG. The offer highlights the strategic value of Australian gas assets at a time when long-term energy security is front of mind.

A 28% premium on Santos’ share price is a strong vote of confidence for Santos’. Importantly, for ADNOC, Santos represents a solid growth opportunity as a reliable LNG player with strong export links.

Santos is also entering a key cash-generating phase with major projects nearing completion that should significantly drive production growth. In what is a volatile energy market, locking in supply from a stable, resource-rich country like Australia makes strategic sense.

The existing free trade agreement between the UAE and Australia may also help smooth the path for approval, but domestic regulatory concerns around gas supply will still need to be addressed. That’s likely why we haven’t seen Santos shares rise to the full offer price just yet.

For Santos shareholders, this is a welcome moment after years of M&A speculation. Even if this deal doesn’t come to fruition, for Santos, it may draw other suitors or merger talks back to the table, which is a good position to be in.

Innovative HR Strategies Observed in 2025

Author: Ravi Jethwani, CEO, Innovations Group

KSA is the largest economy in the Middle East and a key source of talent across the GCC. But what we are seeing today goes far beyond economic growth. There is a shift happening across industries, cities, and most importantly, in how we think about people and work.

The way businesses grow teams and hire talent is evolving fast. At the heart of this shift is Vision 2030, which is guiding Saudi Arabia toward a more diverse, innovation-led economy. It is creating new jobs for nationals, opening space for global talent, and modernizing our approach to human capital.

As the CEO of Innovations Group, a staffing and recruitment firm operating in the Kingdom, I have had the privilege of witnessing this transformation up close. In 2025, HR is no longer just a support function—it is a strategic force shaping the future of work.

Digital HR Is the New Normal

Self-service platforms have become the standard. Employees now apply for leave, access payslips, or update personal details directly via mobile apps. These tools save time and empower employees to take control of their experience.

Even small and mid-sized companies are using HCM tools to manage hiring and performance with real-time insights. Over 85% of Middle Eastern businesses are investing in HR tech—and Saudi Arabia is at the forefront.

Skills Over Degrees

In 2025, the hiring mindset has shifted from qualifications to capabilities. More companies are prioritizing skills-based hiring over formal degrees, especially in logistics, energy, and IT.
With AI-driven assessments and job-matching platforms, employers can now evaluate practical ability and potential. This opens more doors—especially for blue-collar talent and vocational workers—and helps build more inclusive teams.


Recruitment is Getting Smarter

Recruitment is no longer just about filling roles—it is about finding the right fit. In 2025, AI is helping recruiters scan CVs, assess soft skills, and even predict cultural alignment.

Applicant Tracking Systems (ATS) are now commonplace, making hiring faster and less biased. For employers, recruitment has become a real competitive advantage. For candidates, it means a fairer shot at the roles they deserve.

Saudization and Skills Gaps

While Saudization continues to drive national hiring, many industries still face a shortage of specialized skills. This has sparked a renewed focus on reskilling, mentorship, and building talent pipelines internally.
Forward-thinking companies are not just recruiting—they are developing. Public-private collaborations are also helping align educational outcomes with market needs.


Gender Inclusion is Rising

One of the most meaningful changes I have observed is the rise of women in the workforce. It is no longer rare to see Saudi women confidently handling customer-facing roles—in hotels, airports, and even government offices.

This progress is backed by real workplace support: flexible hours, parental benefits, and inclusive culture policies. It’s a step towards a more balanced, more representative workforce.


Culture and Engagement Come First

Culture has gone from a buzzword to a boardroom priority. Employees today want to feel seen, supported, and aligned with their organization’s values.

HR teams are using engagement tools, real-time surveys, and feedback loops to understand what truly matters to people. And it’s working—engaged teams stay longer, perform better, and bring more heart into the workplace.

Retention Through Growth

With talent competition rising, companies are realizing that retention is built on growth. Career paths, learning programs, and internal mobility are becoming retention tools.

By helping employees develop and advance, companies don’t just fill roles; they build loyalty. When you invest in people, they invest back.

Compliance Goes Digital

Regulatory platforms like Qiwa and Mudad are now deeply integrated into HR workflows. From payroll to visa processes, compliance is digital-first—and expectations are higher than ever.

Tech is no longer optional. It’s central to governance, trust, and operational excellence.

Social Media Shapes Perception

With some of the highest social media usage rates globally, KSA is seeing a new era of employer branding. People judge companies not just by what they say—but by how they behave online. On the other hand, organizations too are factoring in digital footprints during hiring.
HR and marketing are working hand in hand to project transparency, purpose, and culture. Social reputation now plays a big role in attracting the right talent.

Final Thoughts: HR at the Heart of National Growth

In 2025, the most successful HR strategies aren’t necessarily the most high-tech—they are the most human. They are about listening more, acting faster, and seeing people as more than job titles. They are about recognizing that every new hire is someone’s chance at a better life. That every promotion is a dream realized. That behind every “resource” is a real person.

Saudi Arabia’s workforce is transforming. But let’s not forget: transformation isn’t about systems or KPIs—it’s all about people. And that’s where the heart of HR truly lies.

As we continue building the future of work, let us do it with empathy, intention, and pride. One person, one role, one opportunity at a time.