The case of Brazilians Phelipe Ferreira and Luckas Viana, who became victims of a human trafficking scheme after false job offers, reinforces the need to adopt a cautious and well-informed stance when considering job offers abroad. Giulia Lorena Mandri, an HR specialist at Wyser, the executive recruitment unit of the multinational Gi Group Holding, says that situations like this highlight the importance of adopting a careful approach throughout the entire selection process.

"THErecruitment process follows a clear structure, with stages that include initial approach by HR, interviews with managers, and often videoconferences. Be wary of processes that do not include at least one video interview, especially for overseas positions. Serious companies are concerned with getting to know the candidate better and providing transparency about the position," explains Giulia.

The expert emphasizes thatprior research on the recruiting companyis essential. Before applying, the interested party should research the organization's history and reputation, whether it is the direct employer or a third-party consultancy. Official websites, searches on internet search engines, and even reviews on career platforms can provide important clues about the company's credibility.

“Another point to pay attention to is the salary issue. Although working abroad offers financial advantages, be wary of salaries that are excessively high for the position offered. Use reliable platforms to compare the average salary in the country and in the specific currency,” Giulia emphasizes.

Furthermore, the process oflegitimate international recruitment tends to be longer, since it involves issuing documents for visas, housing, and other legal requirements. The specialist highlights that, in their experience, the entire process—from the initial approach to starting the new position—takes about three months.

A offer letter or hiring proposalis another essential element. "No serious company fails to provide a detailed document containing salary, benefits, and location. Never accept an opportunity without this formalization," he warns.

Finally, Giulia recommends paying attention tolanguage used in communications. “Grammatical errors or commanding words can indicate fraud, even in English. Use translators or artificial intelligence tools to evaluate the text if the language is unfamiliar,” he advises.

Growing desire for international opportunities

Oneglobal survey conducted by the Ipsos institute in partnership with Gi Group HoldingIt reveals an increase in Brazilians' desire to seek professional experiences abroad. According to the study, 70% of respondents expressed interest in working outside Brazil, while 63% find the idea of establishing an international career attractive. These numbers reflect growth compared to 2021, when the rates were 60% and 59%, respectively.

“These data show how essential it is for professionals to be well-guided and prepared to take advantage of international opportunities safely and successfully,” highlights Giulia.

Entrepreneurs have already understood that they need to establish a presence on social media and other platforms to connect with their audience and increase sales, and an excellent way to do this is through TikTok. To give an idea of the platform's power, a 2025 consumer trend report by Coefficient Capital and journalist Dan Frommer, from the newsletter The New Consumer, indicated that TikTok Shopsurpassedretail giants such as Shein and Sephora are preferred by consumers in the US.

This year, TikTok tripled the performance achieved in Black Friday 2023. According to the study, the platform has already attracted over 500,000 sellers in the US and reached $100 million in sales on the day considered the busiest of the year.

"There are several companies, of different sizes, that have consolidated and multiplied their revenue thanks to TikTok. All with strategies much simpler than it may seem," emphasizes Ana Clara Magalhães, senior acquisition manager at Ecommerce na Prática, the world's largest e-commerce school.

She explains that people are used to the idea of starting a business and only then entering social media to attract customers. However, TikTok's reach power makes it possible to already establish an audience and generate desire for your product even before the store opens, with low investment.

“You can bet on showing the store creation process, the behind-the-scenes of the business and the products you will sell, so that you can connect with the community even before the launch. And, although it is not mandatory, you can still enhance this using TikTok Ads, while creating a warm base for your performance strategy”, says Magalhães.

Next, she gives other tips to start using the tool for the benefit of your business. Check it out

1. Get to know the platform

Each media platform has a different operating profile, and TikTok is quite unique in its reach potential because it values the story being told rather than the author and their number of followers. With astorytellingWell targeted, it is possible to attract consumers and advocates for your brand organically. This happens because content delivery is different from other social networks, which rely more on your connections.

2. Find your community

TikTok was designed to understand signals of interest and distribute content to groups of people who share these preferences. There, these groups are known as "communities," such as the one on BookTok, for example. They do not always have a specific name, but all of them have behaviors and content models that are more consumed by people interested in that topic. Therefore, understanding your community will be essential to boost your sales on the platform.

To understand how your niche behaves within the platform, research content and communities using the keywords most related to your business. This strategy will help you understand what your potential customers and brand advocates are consuming, engaging with, and talking about in the universe where your brand is embedded.

3. Create native content

One of the biggest mistakes brands can make is simply reusing content from other platforms without considering the unique features of TikTok. To create effective content on TikTok, it is essential to understand the platform's culture, which values authenticity and spontaneity. Forget the highly produced videos and bet on the simple and genuine – behind-the-scenes videos that narrate your business's daily life can be very well received, for example.Additionally, focus on speaking the community's language, capturing attention quickly, and being engaging from start to finish.

4. Invest in influencer marketing

It's not mandatory, but working in partnership with content creators in your niche and complementary niches is a strategy that yields results. They act as the voice of your brand, expanding your reach, showcasing your product, and generating a desire to buy among your followers. And this doesn't just mean betting on big personalities; you can also partner with smaller creators who are relevant within your niche, like UTAN store and Belas Garden do.

With the worsening of the climate crisis, environmental regulations are becoming more stringent. Resolution 193/2023 of the Securities and Exchange Commission (CVM), for example, requires companies listed on B3 to publish sustainability reports in 2026, based on 2025 processes. Furthermore, the regulation of the carbon market was recently sanctioned by President Luiz Inácio Lula da Silva (PT), establishing the Brazilian System for the Trade of Greenhouse Gas Emissions (SBCE). The system follows the cap-and-trade model, in which the government sets an emissions cap and distributes corresponding allowances. It is expected that around 5,000 companies will join the regulated market in Brazil.

Faced with this scenario, Isabela Basso, founder ofWillGreentech, which develops and simplifies the calculation of environmental impact for companies, reinforces the need to adapt to these standards. "The temperatures are rising, greenhouse gas (GHG) emissions continue to increase, and many companies are still not taking action as they should. Sustainability must be treated as a top priority, both for the good of business and the planet," he says.

To help organizations adapt to regulations and avoid the risk of financial penalties and loss of credibility in the market, the expert listed three essential tips for companies to start their decarbonization journeys through the development of their Greenhouse Gas Inventories. Confira: 

• Customize emissions inventory

A GHG inventory is the diagnosis of a company's emissions. Nele, the main sources of emissions, whether direct or indirect, related to the company's business are evident. Consequently, the great opportunities and priorities for action to reduce emissions also become evident.

However, not all emission categories apply to certain companies, which creates the need for each to adapt the document to their reality."It is important to understand what makes sense for your business, customizing the inventory based on real operations and avoiding irrelevant data," advises Isabela.

According to the specialist, analyzing the existing categories and identifying those that are truly present in the organization's daily life is essential to produce an efficient form. "Stationary combustion, which refers to fixed equipment such as furnaces and boilers, for example, may not be as significant in your company. This type of initial 'cleaning,' customized according to the emission profile, simplifies the process and helps you focus your efforts where it truly matters," he adds.

• Engage all areas to collect data

Data collection is a process that many companies face difficulties with. In this way, it is essential to segment responsibilities and raise awareness among each team about the impact of their activities on the environment.

"Logistics, HR, facilities, all areas need to become agents of change within the organization, driving the pursuit of more sustainable solutions," emphasizes the co-founder of Zaya. "The people responsible for sustainability initiatives need to explain to the members of these areas the meaning of the information they are collecting, showing that they are not just numbers, but rather representative of the company's emissions," he adds.

The specialist also emphasizes that this awareness promotes a change in mindset, encouraging employees to actively participate in this aspect. "When each team understands its role in the company's sustainability and decarbonization journey, they begin to question processes, identify opportunities, and feel part of the solution spontaneously," he emphasizes.

• Monthly monitoring for quick adjustments

The monthly monitoring of sustainability reports helps companies quickly detect negative trends. In this way, it is possible to continuously and regularly adjust processes, enabling the identification of emission peaks, the analysis of their causes, and the implementation of swift corrective measures.

“Waiting an entire year to consolidate data can prevent necessary changes from being made in a timely manner, so the idea of implementing a continuous approach is essential to avoid unpleasant surprises at the end of the year,” highlights Isabela.

Beyond 2025
Finally, the specialist warns that these tips are not just "simple trends," as sustainability is a practical and continuous process. "In times of greenwashing, it is common to see companies promoting actions that, in practice, do not change their environmental impact at all. True change should be reflected in the numbers. That is why, at Zaya, we help organizations focus on what matters and generate effective results for the planet and the business," he concludes.

Transforming an idea into a business may seem complicated, but with planning and organization, it is possible to structure projects that make a difference. Junior companies play an essential role in this process by connecting academic knowledge with real market demands and supporting young entrepreneurs in their first steps.

These organizations, managed by university students, offer services such as market research, strategic planning, and technological solution development. With more than 1,450 companies spread across Brazil, they carried out 24,000 projects in 2024, according to Brasil Júnior, the federation that coordinates the movement.

Elias Gabriel, Executive President of Brasil Júnior, explains how those who want to start a business can be inspired by the junior enterprise model and follow fundamental steps to transform ideas into reality:

1. Structure the ideaEvery business begins with a clear purpose. Identify the problem you want to solve, who will benefit, and how your solution can work. These responses help guide the next steps and align expectations.
2. Understanding the marketResearch the competitors and the needs of the audience you want to serve. This analysis allows creating a competitive advantage and adjusting the model to meet the real demands of the market.
3. Seek specialized supportHaving guidance makes all the difference at the beginning. Junior companies, formed by university students, offer affordable consulting services that help entrepreneurs validate their ideas. These organizations operate within universities, connecting academic learning with market challenges.
4. Test and adjustBefore investing significant resources, test your idea on a smaller scale and gather feedback. This stage allows for correcting flaws and refining the proposal, which increases the chances of success. In addition to supporting entrepreneurs, junior companies prepare students for the job market. It is a two-way street. Entrepreneurs receive affordable and quality solutions, while students apply their knowledge to real projects, develop practical skills, and become better prepared for the job market.