This led to the creation of Fursah, a mobile web recruitment platform which, as a Qoot product, was the first F&B-specific jobs portal in the Kingdom. Through providing a means for jobseekers to view vacancies and connect with recruiters, it supported Qoot’s objectives, helping to establish the brand. Our research had revealed the importance of job proximity as the key factor considered by jobseekers when considering a job in the F&B sector. And so, with an interface based on geolocation, Fursah showed jobseekers the vacancies that were close to, and so convenient for, them. This was complemented by a simplified application process where jobseekers only had to fill out a form in place of providing a CV, since the vacancies being applied for were primarily entry-level positions. This smooth recruitment experience helped link recruiters with jobseekers, facilitating communication between them and making possible connections that were a major challenge in the prevailing system. Through this exciting new approach to F&B sector recruitment, we were able to show young Saudis how F&B sector jobs are worthwhile opportunities, jobs that they could be excited to apply for.