A recent survey conducted by Koru, in partnership with Flash, mapped the main trends that will transform people management in 2025.
The survey, carried out between October and November 2024, gathered valuable insights from the opinions of 173 HR leaders from 65 Brazilian companies.
The data collected was further analyzed in the ebook “HR Trends 2025”, which offers a practical view for managers and HR teams.
In addition to exploring the latest global trends, the material includes strategic highlights and tips for aligning actions with the demands of the future of work.
Check out some of the study’s highlights in this article and get ready to lead HR in 2025!
What are the HR trends for 2025?
According to the ebook “HR Trends 2025”, HR is at the center of organizational transformations, with 84.2% of Human Resources areas buy telemarketing data already reporting directly to the CEO or Executive Board, which reinforces its strategic importance.
Check out a summary of the main trends identified below:
1 – Reorganization of Organizational Culture
With over 78% of companies undergoing cultural transition or evolution, organizational culture has become a priority. The pillars that stood out the most are collaboration (47.6%), digital transformation (43.9%), customer focus (41.5%), talent development (39%) and innovation (39%).
On the other hand, pillars such as diversity and inclusion (14.6%) and sustainability (12.2%) received less attention, indicating that there is still room for progress in these areas.
2 – Turnover: A Leadership-Related Challenge
The main reasons for employees leaving spam data companies are dissatisfaction with management and leadership (43.9%) and inadequate salaries and benefits (43.9%) – factors that carry the same weight.
This highlights the importance of more humanized management and effective retention strategies.
3 – Promotion and Development of Leaders
One of the most widely adopted strategies for filling leadership positions is internal promotion (70.7%), highlighting the focus on developing internal talent. However, 69.5% of companies still do not have specific diversity goals for these positions.
The areas that hire the most external leaders are information technology (48.8%), marketing and sales (45.1%) and operations (35.4%).
4 – Performance Evaluation: Agile Models on the Rise
Traditional annual models are losing ground to more dynamic approaches. Almost half of the companies surveyed (46.3%) use competency- sales navigator based assessments and continuous feedback (43.9%). Other practices such as 360º assessment (39%) and OKRs (39%) are also on the rise.
The least used: career guides (13.4%), the traditional annual review (26.8%) and boxes (29.3%).
5 – Investments in People Development
In 2025, companies plan to prioritize investments in training and qualification first (54.9%), technology and innovation second (51.2%), followed by marketing and sales (37.8%). Interpersonal (42.7%) and technical (35.4%) skills lead the list of skills that will be developed.
Despite this, financial resources are still limited: 30.5% of the companies interviewed expect to invest between R$500 and R$1,000 per employee, while 17.1% will invest less than R$500.
Another 6.1% plan to invest between R$1,000 and R$2,000, and only 8.5% will allocate more than R$2,000 per employee. It is important to note that 37.8% of companies have not yet defined the average annual investment expected for training and development in 2025.
6 – The Reign of Hybrid Work
Hybrid work continues to rise, with 65.9% of companies adopting some hybrid format by 2025. Among the models, the partially hybrid format (48.8%) leads, followed by in-person (29.3%) and fully flexible hybrid (17.1%).
7 – Mental Health in Focus
The appreciation of employees’ mental health is advancing, ceasing to be a concern only with productivity to become a reflection of care for the individual.
The study showed that some companies have a formal program to support employees’ mental health (36.6%), while others offer this support informally (25.6%).
Furthermore, some are planning to implement initiatives focused on this area (22%), and a portion stated that they do not offer any specific support related to mental health (15.9%).
Despite this, many companies are still in the initial stages of planning structured actions for well-being, which will require greater attention to meet the requirements of updated Brazilian legislation.
8 – Investment in T&D
Most companies position the Training and Development (T&D) area within HR (78%), while only a small portion has an independent unit (2.4%).
Regarding investment in T&D for 2025, many intend to increase (41.5%), others plan to maintain the same level (35.4%), some are still evaluating (15.9%) and few indicated that they will reduce (7.3%).
Stay up to date with the Trends for 2025
The landscape for HR leaders in 2025 will be fraught with challenges: balancing cultural transformation, talent retention, innovation and well-being, while adapting to an ever-changing world of work.