4 Ways Great Place to Work Certification™ Will Build Employee Trust Now

4 Ways to build employee trust. Benefits of Certification.

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In recent months, we’ve talked a lot about how COVID-19 is affecting companies and teams around the world, and how the Best Workplaces™ are responding. We’ve touched on supporting employees’ mental health, keeping remote teams engaged, helping telecommuting parents manage their unique situation and more.

It would be easy to look at our COVID-19 resource hub and think that the only things that a company can do during this time are about survival — minimizing negative effects of the pandemic and living to fight another day.

While it’s true that some companies are still figuring out how to keep the lights on, the reality is that now is also a time to invest in the future of your organization.

Certification™ by Great Place to Work®  is a powerful way to give your people something to celebrate while helping you attract and retain the best talent.

Here are just a few ways your company can benefit from Certification:

1. There has never been a more critical time to find out what your people are thinking

In 2020, it’s become clear that we have to come to terms with things as they are now. You should assume your understanding about what your company, people and customers want, need and how they behave has changed in the new normal.

The best way to find out what they’re thinking? Our Trust Index employee survey, the first step in earning Certification.

There are real costs to waiting until things get better to listen to your people:

  • You lose out on key insights about what matters most to your people now
  • You become blind to how employee needs are changing in response to crisis
  • Your best people might not wait around for you to ask later–they’ll find a company where leaders care now

By giving employees opportunities to express their experiences and questions on the survey, leaders provide a sense of ownership and influence during changes, greatly lowering employee stress and fear.

In addition, it unlocks a rich source of ideas and solutions for managing change.

Your people are the key to unlocking the ideas that have the potential to transform your business, culture and beyond.

Look no further than Ericsson for example. Despite the pandemic turning the world into a state of uncertainty, Ericsson saw it as an opportunity to come together and prepare for the future. Not only have they assisted employees transition to work from home, they have initiated conversations with teams reflecting around the theme of “the workplace of the future”- where technology and digital transformation is the new norm.

With these initiatives in place, it is not surprising why Ericsson members agree that they are a Great Place to Work.

“Working from home is the reality now. We are still getting our work done as effectively as before when we were still working from the office. This is thanks to the strong digital platform Ericsson has laid out for the employees. Transitioning from face-to-face meetings to virtual meetings was seamless. Ericsson has supported us in every way during this pandemic, from ensuring that we have the right tools up to our mental well-being. I’m glad Ericsson is supporting us in this new set-up.”
– Alen Bea Ducao – Integration Engineer, Ericsson Philippines

Transformative ideas like this are hiding in plain sight, even in the middle of a crisis. You will only discover them if you seek them out.

2. Great Place to Work Certification signals that you are truly a people-first organization

Many companies say they put their people first, regardless of whether or not their actions actually back up their claim.

So how do customers and job seekers know which companies really care for their employees?

That’s where Certification comes in. It’s not something companies can fabricate. It’s not anecdotal. It’s a trusted stamp of approval, backed by quantitative and qualitative data from real employee survey responses. It shows potential job seekers and others that you truly care about your employees’ experience and are committed to building and maintaining a high-trust company culture.

Best Workplaces like Synchrony, Canva, and DHL have been vocal about the importance of being people-first during COVID-19. How companies treat their workers during this pandemic could go on to define their brand for decades.

Now is the perfect time to show your commitment to being a people-first organization — and to shout it from the rooftops.

3. Certification builds trust, camaraderie and pride at a time when your employees need it most

We are all searching for things to celebrate these days. Earning Certification is good news that your whole team can celebrate together.

Certified company Ingram Micro used the announcement not just to celebrate the accomplishments of their employees, they launched a recruitment campaign aptly entitled ‘Step into Greatness’ using their much-deserved Great Place to Work-Certified badge.

Now, amid the stress and anxiety of the pandemic, it’s more important than ever to recognize and build up your people.

4. Certification tells employees that you care about them and their future

To follow leaders, particularly through challenging times, people must believe they can rely on their leaders to deliver on promises and match actions to words. They fundamentally need to believe that their leaders care for them and their future.

Getting Certified sends a clear message to employees that you care about their experience and their well-being. And when people feel like their company invests in them, they’ll put in their best for their company.

Certification gives you and your employees another opportunity to smile and celebrate one another when those moments are harder to come by. To join the thousands of companies that have committed to building high-trust company cultures that help them attract, retain and take care of their people, find out how to “Get Great Place to Work-Certified™”today.

Andy Johnston

Andy Johnston is the Sales Lead on our Emprising Services Partners team. He works with our 60 global affiliates to implement new business strategies. He is a published author for SB Nation and spends his weekends hiking the trails of the Northern California foothills.

Xyris Tapia - Author
Xyris Tapia

Xyris loves to look at life through a broader lens. She is a certified bookworm, occasional writer, intrepid traveler and design enthusiast. She likes to create and breathe vibrancy to things. When not organizing events, she is a content contributor for GPTW PH and likewise handles corporate matters. A happy wife and a doting mom, she finds joy in unique experiences and believes that everyone has the potential for greatness.

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Philippines Best Workplaces™ 2024 Methodology

Employees respond to over **60 survey questions** describing the extent to which

their organization creates a great place to work For All™️.

85% of the evaluation is based on what employees say about their experiences of trust and reaching their full human potential as part of their organization, no matter who they are or what they do.

Great Place to Work® analyzes these experiences relative to each organization’s size, workforce make up, and what’s typical in their industry. The remaining 15% of the rank is based on an assessment of all employees’ daily experiences of innovation, company values, and the effectiveness of their leaders to ensure these are consistently experienced.

To be considered, companies had to meet the Great Place to Work-Certified™

standard. Trust Index©️ survey results are accurate to a 95% confidence level with a 5% margin of error or better to ensure the survey results truly represent all employees.

We review any anomalies in survey responses, news and financial performance to ensure there aren’t any extraordinary reasons to believe we couldn’t trust a company’s survey results.

Companies with 10 to 99 people were considered for the Small category.

Companies with 100 employees or more were considered for the Medium category.

Companies exceeding 1,000 employees were considered for the Large category.


To be eligible for the World’s Best Workplaces list, a company must apply and be named to a minimum of 5 national Best Workplaces lists within our current 58 countries, have 5,000 employees or more worldwide, and at least 40% of the company’s workforce (or 5,000 employees) must be based outside of the home country. Extra points are given based on the number of countries where a company surveys employees with the Great Place to Work Trust Index©, and the percentage of a company’s workforce represented by all Great Place to Work surveys globally. Candidates for the 2017 Worlds Best Workplaces list will have appeared on national workplaces lists published in September 2016 through August 2017.