On April 7, 2026, the Forbes Best Employers Summit Argentina 2026 took place at the Four Seasons Hotel in Buenos Aires—an event that brought together executives from leading companies, HR leaders, organizational culture strategists, and business transformation experts.
I was kindly invited by Monica Maricel Masseroni to attend this summit in person—and I can confidently say: the conversation is no longer about the future. It’s about what is happening right now.
The world of work is changing faster than ever. Artificial intelligence, hybrid work models, process automation, and global competition for talent are all shaping a new management reality. Yet the key takeaway of the summit sounded paradoxically simple: the more technology we have, the greater the value of people becomes.
The Employer of the New Generation
The discussions were opened by leaders in the labor market and corporate transformation.
Among the key speakers were:
- Andrea Avila — CEO of Randstad for Argentina, Chile, Mexico, and Uruguay
- Sofía Dascolias — Head of Culture & Employee Experience, Naranja X
- Agustina Entelman — HR Business Partner, Toyota Argentina
- Patricia Jebsen — Board member of technology and retail companies
- Alejandro Labadens — Director of People & Culture, Philip Morris Argentina
- Mariana Lloveras — Head of HR, Camuzzi
- Adriana Maggiotti — Talent Director, YPF
- Patricio Marzialetti — Chief People Officer, Payway
- Gerónimo Maspero — Co-founder, Humand
- Alejandro Melamed — CEO, Humanize Consulting
- Jeanette Motok — Cushman & Wakefield
- Andrés Pallaro — Observatorio del Futuro
- Gabriela Rivero — CEO & Co-founder, Luzu TV
- María Suero — Director of People Management, Andreani
The summit was moderated by Laura Mafud, Florencia Radici (Forbes Argentina), and Alex Milberg, CEO and Publisher of Forbes Argentina.
Each speaker, in their own way, explored the question: what does it mean to be the best employer in 2026?
Today, companies are not only competing through compensation packages—they are competing for trust.
Employees expect:
- flexibility
- opportunities for growth
- a culture of openness
- care for mental health
- a clear mission
A key message from the stage: businesses that do not invest in people are destined to lose talent.
Leadership Transformation
A particularly strong theme was the transformation of leadership.
Today, a strong leader is no longer a rigid administrator, but a strategist and mentor.
Empathy, the ability to listen, transparency, and working effectively across generations are no longer “soft skills”—they are core leadership competencies.
For women in business, this opens a new horizon. The model of partnership-based leadership is increasingly replacing authoritarian structures.
Technology and Humanity
AI is actively being implemented in recruitment, analytics, and employee development.
At the same time, important questions were raised about ethics, responsibility, and preserving humanity in management.
Technology can accelerate processes.
But only people create culture.
Mental Health as a Business Priority
Mental health is no longer a taboo topic. Burnout has become a global challenge, and leading companies acknowledge that productivity is born not from fear, but from internal stability.
Support programs, coaching, and the development of internal communities are no longer trends—they are part of the business model.
Employer Brand in the Digital Age
In the digital era, an employer brand is built every day—
through social media, employee experience, and the public stance of leaders.
Being a “Best Employer” is not a status—it is an ongoing process.
Being among market leaders once again reinforced for me: the future of business belongs to companies that put people at the center of their strategy.
Not control, but trust.
Not fear, but development.
Not formality, but values.
And perhaps the most important question every business owner should ask:
Are we creating a company where we ourselves would want to work?
Author: Olena Zhukova
Photo: Olena Zhukova