Business
Human-Centric Management & GPTW at Sing Comunicação
Janaína Leme explains how feedback routines and in-person touchpoints preserve agency culture.
Janaína Leme shares the management and relationship-building practices used at Sing Comunicação to earn GPTW certification for the seventh straight year. The executive highlights the value of quarterly feedback sessions and regular in-person meetings in a hybrid work model.
Janaína Leme, partner and head of PR at Sing Comunicação, sat down with Bruno Gimenes on Marketing - The Podcast to discuss how the agency structured its internal processes to secure Great Place to Work (GPTW) certification for the seventh year running. The full episode also covers other topics related to well-being and corporate routines.
In the video above, Leme details how team supervision and structured leadership processes directly impact retention and organizational culture.
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The role of leadership in GPTW certification
According to Leme, the dynamics of the certification assessment have evolved to demand a much more proactive stance from leaders. For Sing Comunicação, guiding the management team became the primary pillar for passing on the agency's core principles to new team members.
"It's been a few years since we noticed how much—we've been responding for seven years now, but especially over the past four years, the certification started placing much more weight on management practices," Leme explains. She emphasizes that managers are responsible for guiding day-to-day work and sustaining company culture.
Relationships and in-person touchpoints
Even while operating remotely, the agency renovated its headquarters to accommodate the entire team and instituted mandatory in-person gatherings at least twice a month. For Leme, direct contact keeps professional ties from growing distant and plays a key role in talent retention.
"What we see, and what the survey also shows, is that lacking personal connection makes working relationships feel colder, even when deciding whether or not you want to stay with the company, for example," Leme notes. In her view, proximity to colleagues is decisive in keeping talent on board.
Shifting to quarterly feedback and clear goals
Another practical change at Sing Comunicação was the frequency of performance reviews. The old annual review model was replaced by formal quarterly conversations supported by digital tools that benchmark individual goals.
"After we began earning the certification and taking a closer leadership role at all times—partly driven by market expectations and team needs—we shifted to quarterly feedback calls," explains Leme. Daily task tracking helps pinpoint operational bottlenecks or workload imbalances and adjust demands transparently.
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