Great Place to Work Institute, Inc

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

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

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

• Workplace culture certification
• Employee engagement surveys
• Employer branding rankings
• Organizational climate assessment
• HR benchmarking services

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Activated InsightscoreStrategic or Co-development PartnerStrategic 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.
• firstbirdminorOthersJosé 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

Direct 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

• YouTubeyoutube.com/c/GreatPlaceToWorkBrasilOficial
• Facebookfacebook.com/greatplacetoworkbrasil
• LinkedInlinkedin.com/company/2078737
• Xx.com/gptw_brasil

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&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