More than a job, a life choice

Looking for a new professional opportunity is more than just aiming for a better salary. It also involves aligning values, lifestyle, expectations, and purpose. In this process, many candidates focus only on job requirements or the compensation offered — but forget a crucial factor: the company’s reputation.

Understanding where you’re applying is essential to ensure that your professional future is being built in a healthy, ethical, and promising environment.

A company’s reputation reveals not only how it treats its customers but, most importantly, how it values (or not) its employees.

In this article, we’ll show you why and how to research a company’s reputation before applying for a position. With practical information, useful tools, and a strategic approach, you’ll be better prepared to make safe and well-informed career choices.

Why does a company’s reputation matter so much?

Many professionals only realize they’ve made a bad choice after signing the contract. High turnover, excessive pressure, unreachable goals, toxic leadership, and lack of career development are common complaints — which could be avoided with a little prior research.

A company’s reputation directly impacts:

• Your job satisfaction;
• Your emotional and psychological well-being;
• The quality of interpersonal relationships in the workplace;
• Your professional image and future employability.

Moreover, companies with a good reputation tend to invest in their employees, promoting development, work-life balance, and recognition. And this reflects on their employer brand — increasingly scrutinized in the market.

Warning signs (and signs of trust) you should watch for

When analyzing a company’s reputation, pay attention to key indicators:

Signs of a bad reputation:

• High employee turnover;
• Numerous negative reviews on sites like Glassdoor and Indeed;
• Constant complaints on social media and on sites like Reclame Aqui;
• Frequent labor lawsuits;
• Poorly rated leadership by former employees;
• Micromanagement or excessive pressure;
• Lack of clarity about the company’s mission and values.

Signs of a good reputation:

• Strong ratings on employer review sites;
• Recognition in rankings like “Great Place to Work”;
• Transparent institutional communication;
• Engaged and valued employees;
• Competitive benefits and inclusive environment;
• Active digital presence, with social and sustainability initiatives;
• Positive testimonials on platforms like LinkedIn.

Where to find reliable information about a company’s reputation?

a) Employer review sites

Platforms like Glassdoor allow current and former employees to review companies anonymously. These are rich sources of insights about:

• Organizational culture and work environment;
• Leadership practices;
• Salaries and benefits;
• Recruitment process;
• Career growth opportunities.

When reviewing these platforms, filter by recent dates and try to identify patterns in the comments. Isolated reviews shouldn’t be decisive — but repeated issues are red flags.

Access Glassdoor  ➝

b) Social media (LinkedIn, Instagram, YouTube)

Social media can reveal more than you think. Check how the company communicates with its audience, which events it promotes, whether it acknowledges employee achievements, and how it engages with followers.

On LinkedIn, you can see updates from employees and posted job opportunities — and get a better sense of what’s happening internally.

c) Reclame Aqui and Consumidor.gov.br

Although geared toward customer service, these platforms reflect how companies deal with criticism and conflict resolution. Businesses that mistreat customers may behave similarly with employees. Check their complaint resolution rate and tone of responses.

d) Company websites and sustainability reports

Reliable companies publish their values, mission, vision, and often annual governance and sustainability reports. Review these materials to assess whether their practices align with what they preach.

e) Awards and certifications

Check if the company has been recognized with seals like Great Place to Work, Top Employer, Prêmio Época Negócios, among others. These certifications follow rigorous evaluation criteria.

How to interpret the data you find?

Knowing where to look is just the first step. Equally important is learning how to interpret what you find.

Avoid jumping to conclusions based on just a few negative reviews. Analyze:

• Volume of positive vs. negative comments;
• Level of detail in the reviews (the more specific, the more credible);
• Recurrence of issues (repeated complaints are warning signs);
• Evolution over time (the company may be undergoing changes).

Also, reflect on your own profile: some workplace cultures may not suit you but can work well for others. Self-awareness is key in this process.

What to observe during the hiring process?

The recruitment process itself is a rich source of insight. Pay attention to:

• Speed and clarity of communication;
• Respect for deadlines and steps;
• Constructive feedback (or lack thereof);
• Willingness to answer your questions;
• Interviewers’ posture (genuine interest or generic questions?);
• Openness about challenges and company culture;
• The work environment, if in person: observe people’s expressions, energy, and atmosphere.

Companies with a good reputation tend to treat candidates with transparency, courtesy, and professionalism — even if they are not selected.

Extra tools and strategies to evaluate a company

a) Google the company

It sounds simple, but many people forget to search the company’s name on Google along with terms like “labor complaints,” “toxic culture,” “lawsuit,” “interview,” “employee experience.” News articles, forum comments, or even public lawsuits may appear.

b) Check legal proceedings

Websites like Jusbrasil allow you to look up lawsuits filed against the company. An unusually high number of labor or moral harassment cases may indicate serious internal issues.

c) Talk to former employees (discreetly)

If you know someone who worked at the company, ask for an informal chat. Ask about pros and cons, what daily life was like, and whether they’d return to work there. Just remember: personal experiences are subjective — use them as a complement.

d) Analyze financial indicators (if applicable)

If the company is publicly traded, you can access its financial performance through the CVM, Economatica, or Valor Econômico. Financial instability may directly impact employees through layoffs or payment delays.

Conclusion: Choose with intention, not in haste

Researching a company’s reputation is a crucial step to making informed decisions and avoiding unpleasant surprises in your work life.

But beyond that, it’s an exercise in self-awareness and strategy: understanding what you truly seek in a professional experience.

If you’re not just looking to change jobs, but to change your career path, this research becomes even more essential. After all, a career pivot requires planning, security, and — above all — clarity about the future you want to build.

In our next article, we’ll explore how to plan a career change with confidence and purpose, without sacrificing your stability or market value.