By Ghassan Kassabji, chief growth officer, Extend
Saudi women are today more engaged in society, government and business. They are also taking on more creative roles than ever before, a testament to how times are changing in Saudi Arabia.
A key Vision 2030 objective is to increase women’s participation in the workforce to 30 per cent.
Saudi Arabia achieved this objective in 2020; female participation in the kingdom’s workforce rose to 33 per cent at the end of 2020, from 19 per cent in 2016, according to data from the General Authority for Statistics.
This participation rate will further increase, given equal access to higher education locally and globally. More Saudi women are graduating than ever before, even exceeding the graduation rates of their male counterparts.
Here are four reasons marketing agencies (and any organisations) in Saudi Arabia must take hiring women very seriously:
Women elevate creativity
Studies show that the presence of differing perspectives can increase overall team knowledge. When a team lacks diversity and tackles a brief, odds are they will have a generally homogenous outlook on the brief and will come up with repetitive concepts. On the other hand, when teams include people of different backgrounds, genders and abilities, there are different opinions, resulting in more opportunities to develop creative and innovative solutions.
Women also tend to place a higher value on work-life balance and purpose, and their outlook can provide a contrast to the more industry-centric men on the team. So, if you are struggling with fresh ideas, hiring more women is the first step toward innovation.
Women are exceptional leaders
In a Gallup study, female leaders scored higher than men in taking initiatives and self-development. And while most of the results were comparable, employees reported higher engagement when they worked under a female supervisor versus a male supervisor. Female leadership has been proven to foster a positive work environment and boost morale within the workplace.
Diversity increases productivity
According to research conducted by YouGov, about 52 per cent of recruiters in Saudi Arabia believe that gender diversity leads to higher productivity. About 40 per cent also believe that diversity in the workplace cultivates a culture of creativity. The research surveyed 300 Saudi women and 300 recruiters.
Empathy improves work environment
Women are typically more focused on individuals and their needs because they can relate through empathy and appreciation for others. They have a greater willingness to communicate and receive feedback and thus contribute to solving disputes easily. This will ensure the work environment is empowering and more dynamic.
There’s no denying it: Saudi women are a cultural power coming through with full force in the region. The recent years are an indication that a creative renaissance is well underway, and Saudi women are at the heart of it.
