Great Place to Work Institute, Inc
Great Place to Work Institute, Inc. certifies and ranks organizations as great workplaces in 60+ countries using its proprietary Trust Index survey methodology and Emprising platform, serving enterprises and mid-market companies across diverse industries with annual recurring subscriptions and global best-workplace rankings.
- Company typePrivate
- Founded1980
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Great Place to Work Institute, Inc does
Great Place to Work Institute, Inc. is a privately held workplace culture certification and research organization with operational roots in the United States dating to the 1980s and a Brazilian presence (SAD CONSULTORIA LTDA) listed with a 1997 incorporation in São Paulo. The company certifies and ranks organizations as great workplaces using its proprietary Trust Index methodology, deployed through the Emprising survey platform in 50 languages. Its product platform spans the Trust Index Survey (60 standard affirmative questions plus demographic and open-ended items), the Culture Brief Questionnaire, the For All methodology with six evaluation pillars, and a portfolio of add-on modules including a Psychosocial Risk (NR1) assessment, leadership training programs, regional award ceremonies, and research content such as the annual People Management Trends Report. Certification is granted to organizations that achieve a Trust Index score above 70 and remains valid for 12 months, with ranke
Great Place to Work Institute, Inc firmographics
Firmographics- Name
- Great Place to Work Institute, Inc
- Legal name
- Great Place to Work Institute, Inc.
- Website
- https://gptw.com.br
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Great Place to Work Institute, Inc. certifies and ranks organizations as great workplaces in 60+ countries using its proprietary Trust Index survey methodology and Emprising platform, serving enterprises and mid-market companies across diverse industries with annual recurring subscriptions and global best-workplace rankings.
- Ownership category
- akta.pro rank
Great Place to Work Institute, Inc industry classification
Industry- Product category
- Workplace Culture Certification
- NAICS
- Human Resources Consulting Services (541612), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742), Services-Membership Organizations (8600)
- akta.pro primary industry
- Assessment, Certification & Qualifications Frameworks (BPADAKAL)
- akta.pro secondary industries
- Psychometric Standards, Test Development & Validation Authorities (EDADAFAG), International Standards Development & Standardization Bodies (BPADANAA)
Keywords
Where Great Place to Work Institute, Inc is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Great Place to Work Institute, Inc business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Workplace Culture Certification: Certification services for companies seeking Great Place to Work recognition. Companies must achieve a Trust Index score above 70 points to earn the certification seal, valid for 12 months. Revenue generated through certification fees based on company size and sector.
- Climate Survey Services: Organizational climate research services providing data-driven insights on workplace culture. The Emprising platform collects empirical data for culture analysis with real-time competitive benchmarking.
- Ranking Participation: Companies certified by GPTW can participate in regional, national, sectoral, and thematic rankings of Best Companies to Work For, with additional evaluation of cultural practices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Pricing based on employee count bands ranging from small to enterprise organizations |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Great Place to Work Institute, Inc product offering
Product offeringCore offering
Great Place to Work Institute operates as a global workplace culture certification and consulting organization. It administers the Trust Index employee perception survey (60 standard questions, 17 demographic questions, and 2 open-ended questions) through its Emprising platform, evaluates cultural practices via the For All methodology, awards the GPTW Certification seal (valid 12 months) to companies achieving a Trust Index score above 70, and publishes Best Companies to Work For rankings across more than 60 countries, including over 40 rankings per year in Brazil.
Product overview
Great Place to Work Institute operates as a workplace culture certification and consulting organization offering a platform of interconnected products centered on its Trust Index survey methodology. The core offering combines the Emprising survey platform, the Trust Index employee perception survey (60 questions + demographics + open-ended), and the Culture Brief questionnaire, which together determine GPTW Certification (requiring 70+ Trust Index score) valid for 12 months. Certified organizations become eligible for the GPTW Rankings — the Best Companies to Work For — spanning over 40 national, regional, sectoral, and thematic lists in Brazil alone, including the flagship 175 Melhores Empresas ranking. For companies with 100+ employees, rankings are determined by the Trust Index (75%) combined with the 6 Pilares For All Culture Audit framework (25%), which evaluates cultural practices across Values, Trust, Leadership Effectiveness, Innovation for All, Maximizing Human Potential, and Leadership Movement. Additional offerings include a Psychosocial Risk (NR1) assessment module, Leadership Training programs, Events (award ceremonies and regional forums), and Content & Studies including the annual People Management Trends Report. The platform is built on data from over 100 million employee responses globally and supports surveys in 50 languages.
Differentiator
Problem solved
Functional benefit
Products and services
- Great Place to Work Certification A workplace culture certification awarded to organizations that achieve a Trust Index score above 70 out of 100, based on a minimum participation threshold of employee respondents. Certification is valid for 12 months and enables companies to use the GPTW Certified seal and participate in GPTW Rankings.
- GPTW Rankings Annual rankings of the Best Companies to Work For, published across national, regional, sectoral, and thematic categories. For companies with 100+ employees, rankings combine Trust Index scores (75% weight) and For All Culture Audit pillar evaluations (25% weight). GPTW publishes over 40 rankings per year in Brazil alone, including the flagship 175 Melhores Empresas list.
- Emprising Survey Platform A survey platform used by GPTW to distribute the Trust Index employee survey, track participation rates, manage response collection, and deliver benchmarking results and reports to organizations seeking certification or rankings. Supports surveys in 50 languages with interactive global benchmarks.
- NR1 Psychosocial Risk Assessment A psychosocial risk assessment module aligned with Brazilian Regulatory Standard NR1, enabling organizations to evaluate and manage psychosocial hazards in the workplace as part of their GPTW certification or standalone survey process.
- GPTW Leadership Training Programs Leadership training programs and workshops offered by GPTW to help organizations develop leaders and strengthen workplace culture, complementing the certification and ranking process.
Quantifiable outcome
- Companies achieve 6% better performance in the financial market
- +4 more outcomes
Companies that use Great Place to Work Institute, Inc
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Great Place to Work Institute, Inc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Great Place to Work Institute, Inc partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Activated InsightscoreStrategic partnership with Activated Insights as the senior care sector partner for GPTW certification. Activated Insights collaborates on conducting employee surveys and certification specifically for senior living and care organizations worldwide.
- firstbirdminorJosé Tolovi Jr., President of GPTW Brasil Board, serves on the advisory board of firstbird in Vienna, Austria. This represents a personal advisory role rather than a corporate partnership.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Great Place to Work Institute, Inc competitors and assessment
Company assessmentDirect peers
- Top Employers Institute: Independent certifying body that surveys employees and HR practices to award Top Employer certifications across countries; directly comparable to GPTW's Trust Index certification model, multi-country rankings and employer-branding seal.
- Energage (Top Workplaces USA): Operates the USA Today's Top Workplaces program using an employee survey to rank and certify employers; directly comparable to GPTW Rankings for its survey-based employer-recognition methodology in a single geography.
- Glassdoor: Employee-review platform that publishes employer ratings, salaries and reviews to help job seekers; overlapping in employer-brand intelligence and candidate-selection attribution offered by GPTW's certification.
- Comparably: Workplace-culture and employer-rating platform running its own 'Best Places to Work' rankings using employee sentiment data; competes with GPTW on workplace-culture benchmarking and rankings.
- Kununu: European employer-review platform owned by XING/StepStone, providing company ratings and reviews; overlapping with GPTW's European employee-perception footprint and employer-branding value proposition.
Emerging players
- Culture Amp: Employee experience SaaS platform for engagement, pulse surveys and performance management; competes with the Emprising survey product on continuous employee listening, though it does not certify workplaces.
- Officevibe (by Workhuman): Employee engagement survey and feedback platform; competes with Emprising and the Trust Index in mid-market employee-listening use cases even though it does not issue a certification.
Broad incumbents
- LinkedIn Talent Insights (Microsoft): LinkedIn's talent and employer-brand data products use workforce and company-page signals to inform employer branding and candidate selection; broad incumbent with employer-brand intelligence overlapping GPTW's value proposition.
- Indeed: Global job search platform with employer reviews and company ratings; broad incumbent whose free employer-review features can substitute for parts of GPTW's candidate-attractiveness value claim.
- Gallup: Long-established employee engagement research and consulting firm (Q12) that sells enterprise engagement measurement and culture advisory; competes with GPTW's consulting and engagement-survey offerings for large enterprise customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Great Place to Work Institute, Inc social profiles
Digital presenceGreat Place to Work Institute, Inc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Great Place to Work Institute, Inc leadership team
Management profileNumber of profiles
Profiles14 records
Great Place to Work Institute, Inc subsidiaries and ownership
Company hierarchySubsidiaries8 records
Great Place to Work Institute, Inc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Great Place to Work Institute, Inc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Great Place to Work Institute, Inc
What does Great Place to Work Institute, Inc do?
Great Place to Work Institute operates as a global workplace culture certification and consulting organization. It administers the Trust Index employee perception survey (60 standard questions, 17 demographic questions, and 2 open-ended questions) through its Emprising platform, evaluates cultural practices via the For All methodology, awards the GPTW Certification seal (valid 12 months) to companies achieving a Trust Index score above 70, and publishes Best Companies to Work For rankings across more than 60 countries, including over 40 rankings per year in Brazil.
Is Great Place to Work Institute, Inc a public or private company?
Great Place to Work Institute, Inc is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Great Place to Work Institute, Inc founded?
Great Place to Work Institute, Inc was founded in 1980. It employs 11 to 50 people.
Where is Great Place to Work Institute, Inc based?
Great Place to Work Institute, Inc is headquartered in São Paulo, Brazil, in the Latin America region.
How does Great Place to Work Institute, Inc make money?
Three revenue lines are on record. Workplace Culture Certification is the primary driver. The others are climate Survey Services and ranking Participation.
Who are Great Place to Work Institute, Inc's main competitors?
Direct peers on record are Top Employers Institute, Energage (Top Workplaces USA), Glassdoor, Comparably and Kununu. Emerging players are Culture Amp and Officevibe (by Workhuman). Broad incumbents are LinkedIn Talent Insights (Microsoft), Indeed and Gallup.
Does Great Place to Work Institute, Inc have an API?
No public API is recorded for Great Place to Work Institute, Inc.
What industry is Great Place to Work Institute, Inc in?
Great Place to Work Institute, Inc's product category is Workplace Culture Certification. Its primary akta.pro industry code is BPADAKAL, Assessment, Certification & Qualifications Frameworks, with a secondary code of EDADAFAG, Psychometric Standards, Test Development & Validation Authorities. Its NAICS code is 541612 and its SIC code is 8742.