*By Fernando Sollak and Robson Campos
The transformations in the HR area are never-ending. And with the boom in the use of Artificial Intelligence, the arrival of Generation Z in the job market, the new waves of benefits and so many new features and demands in everyday life, 2025 is showing signs of being a year full of changes! Traditional practices are being rethought and it is time to put into practice trends that are already changing the way we work.
Leadership, for example, is no longer about rigid hierarchies and vertical, top-down control. The focus now needs to be on more flexible and collaborative models, but there is still a long way to go. Gartner's 'Top 5 priorities for HR leaders in 2025' study revealed that current leadership development programs are not yet keeping up with the changes. According to respondents, 76% of organizations have significantly updated their leadership development programs, however only 36% of HR leaders consider these programs effective.
For the future, it is essential prepare leaders who are adaptable, agile and connected to the digital world. These new leaders need to be ready to give more autonomy to teams and promote a sense of shared purpose. And here it is worth highlighting the agenda human skills, after all, in addition to technical skills, it is essential to develop and prioritize skills such as emotional intelligence, empathy and the ability to inspire people in an environment of constant change.
This whole scenario becomes even more challenging when we think about relationships between different generations working in the workplace. Each generation has its own particularities and world views, and HR needs to understand, respond to and converge these differences in favor of better coexistence between people and better business performance.
A special look at the benefits also needs to be on the HR agenda in 2025. Today, especially younger people, are looking for companies that have well-being initiatives, development opportunities and benefits aligned with the values and objectives of each individual.
And with so many different generations, skills, demands and needs being put into play in the HR routine, it is essential to have a coherent approach to the development, evaluation and recognition of employees. It is very important that HR is aware of the latest developments, pays attention to processes and acts in a humanized way. For HR professionals who want to improve their skills in building strategic and impactful performance evaluations, Feedz by TOTVS has launched more than 15 practical classes with experts and big names in the market sharing best practices.
Moving on to the topic of technology, in 2024 we saw the advancement of the use of Artificial intelligence in our daily lives, and by 2025, its application is expected to mature even further. AI tools can automate routine tasks, such as chatbot support to answer employees’ questions. This frees up HR professionals to focus on strategic actions that truly add value to the company. To take advantage of AI’s potential, HR needs to adopt the technology proactively, integrating innovative tools to increase efficiency, improve decisions, and offer a more interesting experience for people.
And as we know, data is the fuel of AI, so the use of data in HR needs to be increasingly strategic. Working with data analysis is not a differential, but a necessity. Knowing how to use information to predict trends, improve management strategies and take care of people's well-being is essential. The use of data, in HR and other areas, involves three important steps: acculturation and learning, training leaders in the use of data; democratization, making this data self-service, with dashboards for use by managers authorized to use it; and dissemination, together with the governance area, of a data-driven culture in the company.
But here the ever-important caveat is worth noting: regardless of the rise of AI, human connection remains paramount – in fact, it becomes even more important. Deepa Vohra Bahl (coach, mentor and mediator, and member of the ICF, Forbes Coaches Council) highlights that as many tasks are taken over by artificial intelligence, emotional intelligence will be a key skill for leaders. Empathy, adaptability and the ability to create good relationships will be indispensable for those who want to build trust and an environment of belonging for their teams, even in an increasingly digital world.
Finally, we cannot fail to mention planning, which continues to be the basis for HR success. It is essential to organize the calendar, understanding the main dates related to payments, taxes and legal requirements. This preventive approach reduces risks, ensures smooth operations and allows HR to focus efforts on strategies that drive the company's growth. There are HR and DP planners to help optimize task management and not miss any important dates throughout the year.
With so many changes happening, continuous learning and adaptation is a permanent fixture on the HR agenda. This is the way for HR professionals to face the challenges of the future and help their teams reach their full potential.
*Fernando Sollak, Human Relations Director at TOTVS; and Robson Campos, HR Product Director at TOTVS
Notice: The opinion expressed in this article is the responsibility of its authors and not of ABES – Brazilian Association of Software Companies
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