The ranking Loved Companies 2024, conducted by the employer branding hub ILoveMyJob, highlights the companies most admired by Brazilian professionals and the strategies that make these organizations benchmarks in people management. Based on the opinions of 865 professionals from different regions of the country, the research shows how companies have been investing in more innovative, attractive, and talent-aligned work environments.
“Today, companies need to go beyond competitive salaries. Actively and routinely listening to talent is essential to creating environments that inspire and meet the growing expectations of professionals. This practice not only continuously improves the employer brand but also allows anticipating behaviors and building lasting relationships with employees,” says Angélica Madalosso, CEO of ILoveMyJob.
Topping the list are Natura, Vale, and Grupo Boticário, which, despite operating in different sectors, share some common points: robust investments in organizational culture, innovation, and a strong connection with employee values.
What makes a company admired by professionals?
According to the research, the most valued factors employees consider when evaluating a work environment include:
- Positive organizational climate (18%)
- Transparency and efficient communication (16%)
- Autonomy (12%)
- Flexibility (11%)
- Valuation and recognition (10%)
- Respectful and inclusive environment (9%).
- Relevant purpose (7%)
- Growth opportunities (5%)
- Other factors such as benefits, learning and development, good compensation, and others (12%)
Additionally, the study reveals that the main reasons professionals leave their companies are related to structural and management issues. Inadequate compensation (45%), lack of career plans (30%), and work overload (15%) are the most cited factors.
What are Natura, Vale, and Grupo Boticário doing differently?
A detailed analysis of the ranking shows that the companies most admired by talent invest in practices that go beyond traditional compensation and benefits. Here are some of the initiatives that make these companies benchmarks:
- Natura: Focuses on an organizational culture that balances innovation, well-being, and social impact. Additionally, its careers page is separate from the institutional website, featuring accessibility resources and inviting professionals to review the company on Glassdoor, where it currently has an overall score of 4.1%.
- Vale: Is undergoing a cultural transformation and prioritizes diversity, inclusion, and sustainability. Among the highlights noted by the research is the strengthening of the employer brand, with actions focused on professional development and work-life balance. Its LinkedIn has over 4 million followers and emphasizes innovation and ESG topics.
- Grupo Boticário: Stands out for investing in unique corporate benefits, such as Pet Assistance. Additionally, it reinforces its employer brand identity with strong strategic positioning on social media and a structured careers page on its institutional website. The group also heavily invests in employer branding on Glassdoor and other review platforms.
Key trends observed in the ranking
Beyond the initiatives of the top-ranked companies, the study pointed out some trends:
- B2C Focus:B2C companies like Natura and Grupo Boticário reinforced their presence through strong investments in employer branding.
- Unique corporate benefits: Companies are increasingly offering advantages beyond traditional packages. Grupo Boticário, for example, stood out for its Pet Assistance, an innovation in the market. The study suggests that the choice of benefits likely stemmed from actively listening to employees, reflecting in their well-being.
- Digital transformation: Investments in technology and digitalization drive modern and dynamic work environments. Companies like Itaú excel in this aspect.
- Innovation: All companies in the ranking prioritize innovation, regardless of sector. Natura, Vale, and Grupo Boticário, for instance, constantly seek new solutions and ways to improve processes.
- ESG: Most companies prioritize ESG (Environmental, Social, and Governance) issues, with good corporate practices, sustainability, and social responsibility, which significantly impact talent attraction and retention.
- Flexibility: Hybrid and remote models remain preferences among talent and contribute to a healthy work-life balance for employees.
- Sector: The 2024 ranking showed dominance from the energy sector, driven by interest in ESG and sustainability.
Check out the national ranking of the most loved companies to work for
In addition to providing a detailed overview of the practices that make a difference in people management, the study also revealed which companies stand out nationally. The ranking, reflecting the perceptions of surveyed professionals, shows a mix of national and multinational companies, along with increased interest in entrepreneurship as a career alternative:
1st – Natura
2nd – Vale
3rd – Grupo Boticário
4th – Eurofarma
5th – Petrobras
6th – Eletrobrás
7th – Itaú
8th – Own Business (desire to become an entrepreneur)
9th – CPFL
10th – Echoenergia
The Loved Companies 2024 is conducted annually by ILoveMyJob and provides an overview of the best employer branding practices in Brazil. The full report can be accessed at www.lovedcompanies.com.br.
