Look Beyond the Obvious: A View from Riyadh
Dr Steffen Sommer, Director General at Misk Schools, shares his thoughts on establishing and growing a world-class international school in the ‘New Saudi’
K-12 education is thriving in Saudi Arabia. This is driven by the government’s strategic objective of raising private school enrolment to 25% by 2030 and bolstered by its 2017 decision to allow 100% foreign ownership and investment in the private education market.
With the K-12 sector projected to expand at a CAGR of 12% from 2019 to 2028[1], and a student population of almost 7 million, international schools keen to expand their global footprint are increasingly drawn to the Kingdom.
As in every country, there are specific guidelines that must be followed when setting up a new school here. A multifaceted regulatory framework is in place and newcomers are advised to engage experts to help navigate the legal and administrative requirements relating to licensing, registration, premises, gender-segregation, governance, employment and more. Arabic-speaking partners are indispensable.
But this is only the tip of the iceberg. My advice for school leaders hoping to make their mark here is to look beyond the process and seek out the heart of this extraordinary country.
Understand the Scale of the National Ambition
Saudi Arabia is a nation in transition and the only way to truly grasp the essence of its transformation is to spend time here. From the moment you hit the tarmac, you can feel the energy. Expats and locals alike are excited by the positive changes that unfold at every turn, all of which are driven by Vision 2030 – the government’s strategic blueprint that serves as the catalyst for the scale and speed of progression.
It goes without saying, therefore, that new schools planning on entering the market need to understand the Vision, recognise its ambition and promise, and develop their own positioning and proposition so that they positively contribute to, and impact on, the Saudi story.
The important word here is impact. When formulating a strategy, schools should be very clear on how they will support Vision 2030, what their road map and proof points will be, and how they will rally both their own communities, as well as broader national stakeholder groups, behind their journey.
For us at Misk Schools, our undivided focus is on nurturing future leaders who will ultimately be capable of contributing to the country’s goal to: “…be an exemplary and leading nation in all aspects”[2]. Our brand positioning and everything that falls from it, ie curriculum, pedagogy, staffing, campus etc, have been meticulously designed to deliver on our mission which is to instil in students the knowledge, values and skills they need to become leaders of themselves, of others and in their field of study, and enable their entry to the leading universities in Saudi Arabia and the world.
Build an Ecosystem from the Outset
Connections matter in Saudi. Word of mouth is king, and trust is fundamental to success. Community engagement, therefore, should be carefully managed. We appointed a Director of Parent Engagement specifically to look after our parent body and have a Partnerships Manager who has added greatly to the calibre of our teaching and learning proposition by forging relationships and alliances with some of Saudi’s most prestigious names, from national sporting federations to government entities, and universities to cutting-edge research institutions.
A strong Marcomms Department is another critical success factor. The old adage, ‘communicate, communicate and communicate again’ will serve new schools well as they work to build strong relationships with target audiences. And, as a footnote to that, for best results, communicate in Arabic as well as English.
The Talent War is Real
Attracting the world’s best talent is a competitive business. For some candidates, Saudi Arabia does not feature on their bucket list, partly because their impressions of the country are outdated. In reality, the opportunity to live and work in Saudi right now is hugely exciting. It’s a country on the move, offering career progression, a rich ancient heritage, breath-taking scenery and the most welcoming of people.
For success, recruitment campaigns require time, money and energy. To maximise results, it pays to personalise the process and tailor the experience. Packages should be thoughtful and generous, with careful attention to lifestyle benefits as well as salary. A mediocre Human Resources team will not suffice in this market, and senior leaders need to be actively involved.
Once the dream team is in place, it needs to be nurtured. Talented staff value professional development so this needs to be a priority for retention. Our approach has been to establish our own, on-site Misk Schools Academy which runs courses and training for all staff – administrative as well as academic. This is currently for Misk Schools staff only, but our intention is to open it to the broader Riyadh community after we move to our new campus this summer.
In addition, starting next academic year, we will contribute to the development of local talent through a fully-funded, one-year teacher development programme for ten Saudi graduate teachers. Successful students will earn an IPGCE and, for the most talented, a two-year contract at Misk Schools.
Facilities Matter
Vision 2030 aims to improve quality of life for citizens, as well as identify and cultivate talent to enhance competitiveness on the world stage. This has driven a dramatic shift in the breadth of subjects that private schools are now expected to deliver.
One of the biggest changes is in cultural expression, thanks in large part to the establishment, in 2020, of 11 Cultural Commissions. These Commissions have sparked a strong demand for the incorporation of specialised spaces in schools, intended for teaching a variety of creative disciplines such as music, performance, design, cooking, art, fashion, and film.
Of equal importance is a focus on identifying and cultivating sporting prowess from a young age. Football, golf, martial arts and equestrianism are among a raft of traditional sporting foci, alongside gaming and e-sports – a dynamic sector growing quickly under the leadership of the Saudi Esports Federation.
Another significant field to cater for is artificial intelligence (AI) and robotics, together with other emerging technologies, which means schools need to invest in state-of-the-art tech and AI labs if they intend to compete for the best students.
New schools who are privileged enough to be able to build their own campus as we have, will benefit from understanding these national priorities so they can ensure their architectural and interior designs are tailored appropriately.
A Final Thought
This is a considered nation, but also an impatient one. It is at once both measured and fast-paced. A paradox perhaps but, culturally, an important behaviour to understand for any school or school group considering establishing a presence here.
Biography: Dr Steffen Sommer, Director General, Misk Schools
Polyglot and High Performance Learning (HPL) expert, Dr Sommer has over 25 years’ leadership experience across Europe and the Middle East. He joined Misk Schools in 2022 from Doha College, where was Principal for seven years. He is a board member of Outstanding Schools of the Middle East, a co-founder of the international division of HMC, Vice Chair of COBIS, and an HPL Fellow.
[2]Vision 2030 Leadership Message
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