Workplace cultures must change in line with Saudi reforms

Saudi Arabia is undergoing one of the most rapid transformations in the region, positively impacting every facet of society.

From cultural shifts to economic diversification, to the amplification of the arts and entertainment sectors, as well as sizable investments in large-scale projects, the Kingdom is well-positioned to continue to record fast growth rates in the coming years.

While the shifts are noticeable, making local and global headlines, some companies and their cultures are not adapting at the speed needed.

As local consumers become more exposed to the latest global technologies and trends, they expect the same from homegrown organizations.

So how can companies shift their strategies and adapt their internal cultures to captivate the consumer from an omnichannel perspective? That is the multi-layered question that we have been supporting companies to answer.

Firstly, why should companies adapt in a kingdom of change?

Over the past 11 years, we (Wetheloft, a creative and strategic agency based in Saudi Arabia) have been working alongside some of the biggest companies in the country, supporting them to enhance their brand strategies and augment their presence.

However, considering the ongoing shifts globally and in the Kingdom, we witnessed a growing need for internal cultures to receive the same amount of attention. In doing so, companies can ultimately build resilient and innovative internal cultures, increase their market share, and amplify consumer engagement.

Numerous successes have been recorded to date, but many firms are still not quite adopting the right mix.

This ties into brand humanization, which starts from within. This approach pertains to crafting and elevating an eco-centric purpose while also recording profits. It relates to value creation for both their teams, as well as the consumers they serve. It requires a shift in mindset, from brands being identified simply by their logos, to the memorable experiences across multiple touchpoints which they extend. From a skillset perspective, it taps into how their teams are nurtured and developed based on a spirit of collaboration.

The change needs to start from within the organization.

How should companies begin humanizing their brands?

The sentiment is there, with many companies in Saudi Arabia already on the right track. International companies too, are setting up their regional headquarters in the Kingdom and bringing in global best practices, which influence their workforce.

Companies can ultimately build resilient and innovative internal cultures, increase their market share, and amplify consumer engagement.

Here are key insights we have collected over the past decade, serving as a guide for companies to start the shift, from the inside, in the right way:

Start at the top with a bird’s-eye view

Any sustainable change requires the leadership team to believe in it in order to spearhead it. This can only happen with a deep dive into the company’s purpose, vision, mission, and goals, which should be mapped against the leadership team’s personal vision and mission.

When a leader is seen as a manifestation of their brand’s core identity, it encourages others to do the same and helps them stay focused on achieving the brand’s purpose.

Engage the team with collaborative conversations

Multi-disciplinary teams allow for diversity in thought, ideas, and innovation. Once the initial leadership discussions have been wrapped up, it is recommended to bring in team members from different departments to join in the conversation. The more diverse the team is, the greater the outcome.

The millennial generation, for example, is up to speed with the latest trends and is tech-savvy. Millennials typically adopt an out-of-the-box approach, and know what works and what does not, and their voices should be represented from a strategic perspective.

In Saudi Arabia, millennials make up around one-third of the population, so should not be overlooked from both a team member and consumer standpoint.

Aligning individual goals with the company’s goals will help create an environment where everyone can work together toward common objectives. This will also help foster collaboration, trust, and respect within the team.

Start rebuilding the internal culture with purpose

Internal cultures need to be purpose driven. When the culture is clear, founded on pillars and norms that are understood and accepted by all, a healthier work environment can be fostered.

In addition, it can lead to greater levels of trust and accountability, which will help bring out the best in each team member.

This also gives way for employees to act as brand ambassadors, if they believe in the purpose they are set out to achieve.

Feedback should be continuous

Constructive feedback loops are essential to nurturing a positive and productive workspace culture.

By understanding the team’s needs and expectations, checking in with them often, and identifying areas of improvement, greater productivity and engagement levels will be recorded.

Performance review systems should be used to track both the teams’ performance, as well as those in leadership positions.

The same goes for consumer feedback, who are key stakeholders. Gather insightful feedback on various omnichannel touchpoints, and act on it where there is room for improvement.

Continuous feedback and responsiveness can help create a humanized brand, where everyone’s voice matters.

Cultivate the grounds of humanization

Humanization is not just about implementing a strategy, but rather about actively putting the values that make us human into practice.

Within the workplace, teams need to feel valued, respected, and appreciated. It is about recognizing the importance of diversity and inclusion in the workplace.

Beyond the company, it is how consumers are interacted with, and how their concerns are dealt with. It is about the experiences at every touchpoint with the brand, even the digital ones.

The journey to brand humanization need not be long and winding; rather it can start with small shifts that ripple into greater, sustainable change. By humanizing brands in our workspaces, environments that encourage collaboration, creativity, and innovation can be nurtured while respecting and celebrating each other’s differences.

Ultimately, by putting humans first within the company, a more productive and rewarding environment can be created where everyone involved can benefit. And in a country in transformation, companies with humanized cultures can set an example for others to follow suit.

• Nada Hakeem is the chief executive officer of Wetheloft, a creative and strategic brand consulting agency based in Saudi Arabia. She co-founded Wetheloft in 2012 and for the past 11 years has spearheaded the growth of the firm, leading its creative department, as well as business development and managing strategy consulting. As a mentor in creative leadership and running businesses with a humanized style of management, she has worked on a range of creative projects with small, medium, and large clients.