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Riyadh, Kingdom of Saudi Arabia - While some companies were bulk-firing their employees and even ceasing operations in some markets, Jeeny, the 2nd biggest ride-hailing app in the Middle East has taken a different set of measures to secure its employees and ensure its business continuity. Upon the pandemic lockdowns and curfews beginning in March through June this year, many businesses around the world, especially ones operating in the mobility and transportation sectors, had suffered massively from the impact of COVID-19. However, Jeeny preserved their workforce which they considered to be their core asset, to the greatest possible extent. Their achievements were considered as the startup hardship-success-story of the year.
During full lockdown and quarantine, delivery business peaked. Within a short time Jeeny temporarily re-designed their app and closed large scale delivery partnerships with companies which required emergency last-mile deliveries until curfews were lifted.
The company “quickly reacted to the strict curfew announcements” said Co-CEO Eugen Brikcius. “We simply could not let go of the people who created and grew this company. We always hear the success keywords, Disrupt and Pivot, repeatedly in the startup-related events and blogs in the Middle East as a way to grow, and we used just that as a way to survive instead of taking the easy and inefficient way towards our most valued assets, the people.” he added.
Early June this year, complete lockdowns were reduced to being partial, which allowed businesses to return to regular workflow. After implementing safety instructions given by the Public Transport Authority of Saudi Arabia, Jeeny returned its employees on full schedules. Further health & safety measures were taken by purchasing and implementing custom made plastic isolation films, separating spaces inside the cars of its most active drivers to regain the focus and growth on the ride-hailing sector. Due to the crisis the company became more efficient with strong momentum and fast recovery with sustained growth, proving it is the safest option besides being the most affordable for inside-city transportation.
Throughout the pandemic, the public dealt with a great deal of pressure due to economic troubles and unemployment. Jeeny dealt with this pandemic by securing job safety to not reflect negatively on its staff, benefiting Jeeny in creating a secure environment for its workforce. Their success in striving to overcome this pandemic and taking safety and health measures could inspire other startups & tech companies in implementing “disrupt and pivot” and preserving their core assets, the employees, as a method to overcome force majeure, not only as growth tools.
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