In an era where workplace culture is a critical differentiator, organisations are increasingly turning to certifications to strengthen their employer brand. Among the most respected certifications is the Great Place to Work® designation, which recognizes companies that foster high levels of trust, pride, and camaraderie among employees. But what makes this certification so impactful, and how do organisations leverage it to stand out in a crowded market? Let’s dive deeper, with insights from Great Place to Work® itself.
1. The Science Behind the Certification
Great Place to Work® is built on decades of research into what makes a workplace truly great. Their methodology revolves around the Trust Index© Survey, which measures employee perceptions across five key dimensions:
- Credibility: Do leaders communicate effectively and act with integrity?
- Respect: Are employees treated fairly and with dignity?
- Fairness: Is there equity in opportunities and rewards?
- Pride: Do employees feel proud of their work and their organization?
- Camaraderie: Is there a sense of community and teamwork?
According to Great Place to Work®, companies that score highly in these areas are not only better places to work but also outperform their peers in financial performance and innovation. This scientific approach gives the certification its credibility and makes it a valuable tool for employer branding.
2. Standing Out in a Competitive Market
Great Place to Work® certifications are more than just accolades—they are powerful differentiators. Inclusion in lists like the Fortune 100 Best Companies to Work For® or regional "Best Workplaces" rankings instantly elevates a company’s profile.
For example, Wema Bank, a top performer, uses its certification to highlight its commitment to equality and innovation. Similarly, Hilton leverages its Great Place to Work® designation to attract talent in the competitive hospitality industry. These certifications act as a seal of approval, signaling to job seekers that the organisation is a top-tier employer.
3. Attracting the Right Talent
Certifications help organisations attract candidates who align with their values. For instance, a company awarded as a "Best in Promoting Employee Wellbeing Practices" can appeal to candidates who prioritize programs that foster employee’s well-being, work-life integration and the creation of amiable work environment as a whole. Great Place to Work® research shows that employees in certified companies are more likely to:
- Feel a sense of belonging.
- Believe their work is meaningful.
- Recommend their employer to others.
This alignment between organisational values and employee expectations is critical for long-term retention and engagement.
4. Boosting Employee Pride and Advocacy
Certifications don’t just attract talent—they also inspire current employees. When employees see their organisation recognized as a great workplace, it fosters a sense of pride and loyalty. Great Place to Work® data reveals that employees in certified companies are:
- 93% more likely to look forward to coming to work.
- 88% more likely to recommend their employer to others.
For example, SC Johnson, a family-owned business, uses its certification to reinforce its reputation as a family-friendly employer. This pride translates into higher engagement and stronger advocacy, as employees become ambassadors for the brand.
5. Driving Business Success
Great Place to Work® research consistently shows a strong correlation between workplace culture and business performance. Certified companies often outperform their peers in areas like:
- Revenue growth.
- Customer satisfaction.
- Innovation and agility.
For instance, companies on the Fortune 100 Best Companies to Work For® list have been shown to deliver 2-3 times higher shareholder returns compared to the market average. This makes certification not just a badge of honour but a strategic business advantage.
6. Leveraging Certification in Marketing and PR
Certifications provide a wealth of content for marketing and public relations efforts. Organisations can use their certification to:
- Publish press releases announcing their achievement.
- Create social media campaigns featuring employee testimonials.
- Highlight their commitment to workplace excellence in recruitment materials.
For example, Cisco regularly shares stories about its workplace culture, using its Great Place to Work® certification as a cornerstone of its employer branding strategy.
Insights from Great Place to Work®
Great Place to Work® emphasizes that certification is not just about recognition—it’s about continuous improvement. Organisations that participate in the certification process gain access to:
- Benchmarking data: Compare their performance against industry peers.
- Actionable insights: Identify areas for improvement and implement targeted strategies.
- Best practices: Learn from top-performing companies and adopt proven strategies.
This focus on growth and development ensures that certified companies remain at the forefront of workplace excellence.
Real-World Examples
- Sun King: Uses its certification to highlight its effort to give their younger workforce a sense of purpose.
- Hilton: Showcases its certification to attract talent in the competitive hospitality industry.
- SC Johnson: Leverages its certification to reinforce its reputation as a family-friendly employer.
Conclusion
Certifications from Great Place to Work® are more than just accolades—they are powerful tools for building and enhancing an employer brand. By showcasing a commitment to trust, inclusivity, and employee well-being, organisations can attract top talent, retain their best employees, and drive business success.
As Great Place to Work® research shows, great workplaces are not just better for employees—they are better for business. In a world where workplace culture is a key differentiator, certification is a strategic advantage that no organisation can afford to ignore.
Ready to join the ranks of the world’s best workplaces? Earn your Great Place to Work® certification today and let your employees’ voices be heard. Start your journey to becoming a certified great workplace!
