Since 2018, Great Place to Work® has been recognizing organisations that excel at being a good employer with the new Great Place to Work® Certified™ label.
We often receive questions such as ‘When do you receive this recognition as an organisation?’, ‘What is the difference with the Best Workplaces label?’ and ‘What is in it for our organisation?’. Discover the answers to the 11 frequently asked questions.
1. What are the criteria to qualify for certification?
Being a good employer is about more than just working conditions or facilities. Mutual relationships based on trust, pride and camaraderie determine whether an organisation will be a successful employer in the long term. The Great Place to Work® model, based on these relationships, is applicable to all organisations starting from 50 employees irrespective of their culture or sector.
Great Place to Work® looks at good employment practices from two perspectives. On the one hand we measure the employee’s point of view (Trust Index©) and on the other we map out the organisational practices (Culture Audit©). This unique combination allows us to measure the level of trust, pride and camaraderie AND how the organisational culture is shaped in practice and form the basis of our recognition of good employment practices.
We provide an in-depth analysis and determine whether you meet the Great Place to Work® criteria:
- a 70% average Trust Index© score (employee engagement survey)
- and a 50% Culture Audit© score (company culture questionnaire)
This unique combination and strict criteria mean that not every organisation obtains the certificate and that it is an achievement to be proud of! If your organisation meets these standards, you can carry the Great Place to Work® Certified label for 1 year.
2. What is the difference with the list of Best Workplaces™?
Monthly we evaluate which organisations meet the criteria mentioned above. We recognize them with the certificate every second week of the month. The top of these certified organisations, the very best places to work, are on the list of Best Workplaces.
Unique in the Best Workplaces™ approach is that the evaluation by the employees prevails:
- 2/3rd of the final score of the organisation is determined by the Trust Index©
- 1/3rd is linked to the Culture Audit©.
Based on this evaluation, the best places to work for will be announced during an event in March. The organisations that achieve the list may then call themselves a Best Workplace™. For each category we make a top 10. The categories are as follows:
- Top 10 Best Large Workplaces™ - organisations with more than 500 employees
- Top 10 Best Small and Medium sized Workplaces™ - organisations with 50 to 500 employees
3. What is the difference between this certificate and OTHER best employer certificates?
The Great Place to Work® Certified label distinguishes itself in four areas:
1. Great Place to Work® looks at being a good employer from two perspectives: from the perspective of the employee (the degree of trust, pride and camaraderie) and from the perspective of the organisation. In the Culture Audit©, open questions are asked to evaluate the organisation’s culture. It focusses on the HR and leadership practices that create the environment that attracts and retains talent and that is essential for businesses to remain competitive.
Therefore, it is NOT a lucky shot or a measure of ‘point in time engagement’. It shows that certified organisations are working on being a great employer in all areas, looking at behaviour and policy.
2. The philosophy of Great Place to Work® is not about satisfaction. Research has shown that good employers distinguish themselves by high degrees of trust, pride and camaraderie within the organisation. Our model exists for more than thirty years, is still up to date and is currently used in more than 60 countries. This makes it a comprehensive model in which all aspects of being a good employer are evaluated.
3. Great Place to Work® applies strict criteria (see question 1) to become a Certified organisation. We help those organisations that do not meet our criteria and support them in their continuous development towards being a good workplace. We also continue to help recognised organisations in their development as good employers.
4. If an organisation participates in the national certification process, you could also be included in the European list of Best Companies. The highest scoring organisations, in their own category, can be among the Top 125 in Europe. Multinational companies may qualify for the World's Best Workplaces.
4. When can organisations start using the certified logo?
It is possible to take part in the research at any time of the year. Before certification, each organisation carries out the employee survey and the evaluation of the nine HR- themes (Culture Audit©). At the end of the survey, a Great Place to Work® consultant will provide feedback regarding the two tools. Starting every second Monday of the month, you can be recognised as Great Place to Work® Certified and from that point in time, you can start using the logo.
5. How long is an organisation allowed to display the logo?
Starting from the month of the announcement of the certification, the logo can be used for one year. Certified organisations that belong to the Best Workplaces™ may use the Best Workplace™ logo for one year starting from the end of March.
6. What does the logo cost?
The logo is not "for sale". The recognition of being a good employer is a result of the successful execution of the employee survey and the evaluation of the employment practices. There are no separate costs associated with the costs of list participation. An organisation's investment relates to the two surveys and depends on a number of variables such as the number of employees, the reports and additional support and/or workshops.
7. Certification, what’s in it for you?
From Great Place to Work®’s point of view, a strong Employer Brand can only be achieved if the internal organisation supports this image. The organisation can only be a great workplace if the employees confirm this. Being Great Place to Work® Certified, and having successfully carried out the employee survey and the evaluation of the nine HR-themes, can result in three things:
1. The surveys provide a unique insight into whether what you are doing as an organisation is having the desired effect on the employees. In other words, whether your organisation offers a good employee experience.
2. Increasing results.In an organisation where there is mutual trust, no time is wasted on unclear communication, no optimal cooperation or nepotism, for example. Research has shown that organisations with a high degree of trust also perform better in terms of absenteeism, turnover and attracting applicants, among other things.
3. Stronger employer brand. Organisations that are certified as good employers can use this recognition for their labour market communication and recruitment. Today's employees are looking for organisations which tie in with their values, that suit them in terms of mission and culture, where they can progress and look beyond salary or employment conditions alone.
The certified label can also make employees into ambassadors, who are able to improve the image of the organisation and promote it externally. Being a good employer is truly something to be proud of and this fact can be shared both internally and externally.
A strong and positive image as an employer enhances brand awareness, helps to attract and retain employees and makes an organisation stand out from its competitors.
8. What is the media attention that Great Place to Work® gives to the certification and the list of Best Companies?
There is a difference between the media attention given to the Certified organisations and the Best Workplaces™.
Every organisation that is awarded the Great Place to Work® Certified label receives the logo, a certificate and a media toolkit to communicate about their certification both internally and externally. They also get a place on our website and a post on our Social Media channels. Every month we also pay attention to all certified organisations of the past month. This label is primarily designed to be used as a tool in the organisation's labour market communication immediately after publication.
The media attention for the exclusive Best Workplace™ label is higher in percentage terms than the media attention given to the Great Place to Work® Certified label. A part from the services mentioned above (logo, website, social media, merchandising, media toolkit, …) our media partner Jobat Media (Mediahuis) dedicates one issue of Mark Magazine to the Best Workplaces™, our research partner Vlerick Business School sends out a press release and the evening of the Best Workplaces award event receives a lot of media attention.
9. Do you actively monitor the use, or possible misuse, of the logo?
The basis of our philosophy is trust. For this reason, we do not actively seek out the organisations to check whether they are using the logo properly. The logo can always be used as long as the year appears next to the logo. Occasionally we encounter or we hear that an organisation has placed the logo without mentioning the year on the website. If we notice this, we will contact the. We can only guarantee that the organisation met the requirements of good employment practices in a specific period.
10. The organisation provides a Culture Audit© in which beautiful programs, initiatives and policy are described. How do you know if this is done in practice?
This difference is often visible in the link between the results of the employee survey (Trust Index©) and those of the Culture Audit© (evaluation of the nine themes).
Sometimes we see beautiful programmes in the Culture Audit© that score high on the basis of the GPtW-criteria, but that the related Trust Index©-statements score lower. This difference will be visible in the results and may have various causes for example a lack of communication.The link between both measurements therefore gives the organisation a good insight into whether or not their efforts have the desired effect.
11. Why can't I participate in one department of my organisation?
With these two labels, we want to guarantee future employees, for a certain period of time, that they will end up with at a great workplace. If we would only recognise a particular department, we cannot guarantee that the rest of the organisation is also a good employer.
Is your organisation a Great Place to Work®?
We recognise good employers all over the world with the labels Great Place to Work® Certified™ and Best Workplaces™. The strict criteria and the combined perspectives of both the employees and the organisation make this recognition unique.
Find out how you can be certified too!