You've probably already seen some companies boasting a GPTW (Great Place To Work) certification and wondered how it came about and if it is really relevant in the corporate world.
Although it has gained popularity in recent years, the consulting firm Great Place To Work exists since 1980 and was founded by the journalist Robert Levering.
THE GPTW certification, in turn, had its origin in 2017 and was born with the aim of recognizing worldwide companies of all sizes that manage to create excellent work environments.
Currently, certification is present in more than 100 countries, and performs annual rankings, taking into account various criteria, such as organizational climate, benefits, compensation, management transparency, among others.
On the other hand, the organizations that go through the company's consultancy and go beyond the 70 points in the evaluation, they receive the coveted GPTW seal.
Great Place To Work means “Excellent place to work” and obtaining one of these certifications has very positive consequences for companies, especially for those that have difficulty finding and retaining specialized talent, such as companies in the information technology sector.
Why be a GPTW company?
With the increase in the complexity of the labor market, and the needs of flexibility and purpose of the new generations becoming more and more present, the corporate environment had no option but to adapt to this new scenario to reduce the turnover.
However, what perhaps began as a containment measure has proven to deliver extraordinary results in terms of revenue, productivity, market authority, and of course, talent retention, all of which contribute to reducing HR's number one enemy: high people turnover.
In other words, more and more companies are realizing that create a good environment of work and establish a 1:1 relationship with your employees is far from being just another marketing strategy (even if it is, and a very good one by the way), but one that directly impacts the quality of work, ideas and, financially, profit.
GPTW's focus is on trust culture, at innovation and not high performance. According to the CEO of the company, Michael C. Bush, organizations wishing to earn the seal need to demonstrate healthy indicators in the categories of:
- Leadership effectiveness;
- Trust and transparency;
- Enhancement of human potential;
- Financial growth;
- Culture of innovation;
- Strong vision of the market and values.
already the internal indicators, which are evaluated based on surveys with employees, are:
- Credibility;
- Respect;
- Impartiality;
- Proud;
- Camaraderie.
How does the application for the GPTW seal and rankings work in Brazil?
The Great Place To Work website make the search available Trust Index, held online, as the first step to compete for the seal. In it, employees will have to answer questions about the company's work environment.
From this, a report is generated with a complete analysis of the organizational climate, containing strengths and weaknesses, what needs to be improved and how people see the company.
The main function of this report, whether the results are positive or not, is that it serves as a basis for implementing improvements. Mainly because GPTW certification lasts for one year, enough time to apply new strategies.
In that time, the company needs to achieve at least 70 points to obtain the seal and participate in the ranking (which is only enabled for those who receive the seal).
If the score is not reached the first time, the company can make a new attempt every 4 months (3 times within a year).
The rankings mention the best companies to work for, contributing to the construction of their employer brands and increasing their prestige in the market. In Brazil, disclosure takes place through a partnership with the magazine Business Season, which, on the occasion, launches a special edition with the ranking and the best people management practices.
Possible categories at national level are:
- Multinational (Medium size);
- National (Large, medium and small size);
- Regional (State);
- Sectorial (According to the sector of the companies);
- Thematic (Adoption of pro LGBTQ+ practices, Ethnic Racial, Gender, among others).
As for the ranking of Latin America, the categories can be:
- multinationals
- Large National Companies
- Small and Medium National Companies
How much does it cost to access GPTW research, reports, and certification?
Costs vary according to the type of contract and the size of the organization. On a monthly basis, companies that have between 10 and 29 employees, pay R$225.00🇧🇷 Now for those who have more than 30 employees, the values range from R$389.00, up to R$2,448.00.
The final grade involves 2 surveys: that of 5 dimensions, which is responsible for 67% of the note, and that of culture, with 33% of influence. Companies that do not obtain the minimum score do not obtain the seal and, consequently, do not participate in the annual ranking.
The GPTW Seal as a performance indicator
More than an ostentatious item, the GPTW certification can be considered a performance indicator in your company. This is because it reflects how satisfied and proud employees are to be part of the organization, as well as the level of commitment to delivering results.
In this way, it is possible to identify whether investments in the cultural strengthening of the company and employee engagement are, in fact, working (or if it is time to start investing more).
Also, the effect that certification has on the market is undeniable.
Among others, we highlight:
– Increased visibility: After all, your company appears in a national ranking of the best places to work.
– Increased authority: Any company that obtains the seal is following in the footsteps of Google, Apple, Volkswagen, Itaú, Mercado Livre, among other giants.
– Strengthening the employer brand: Without a doubt, certification is a victory for your employer branding.
– More interested: Many more people will prioritize a vacancy in your company, as they have a guarantee of self-development, transparency and a pleasant environment.
- Better results: Motivation, incentives, recognition, a good organizational climate, all contribute to your employees “putting on the company shirt” and increasing their productivity.
– Quality benchmarking: Thanks to the reports, you can have an idea of how your company is in relation to other similar ones in the market, being much more assertive in the diagnosis and decision-making based on it.
Characteristics of companies that are already GPTW
Employees who work in organizations that have already earned the seal state that the priorities that determine their permanence are: Quality of life, salary and benefits, stability, career plan, opportunities for growth and alignment of values with the company.
Some interesting statistics from these companies are:
– 77% of the award-winning companies have flexible hours and a hybrid or remote work format.
– 66% of employees must 1 to 3 conversations per year with leadership about individual development.
– 96% have maternity and paternity leave.
– Only 17% adhere to the format of 4 working days per week.
– 45% have solid ESG practices (Sustainability, Social and Governance)
– 95% of companies adopt policies to include diversity and combat discrimination.
– 5% of the table are people with some kind of disability.
– 96% of employees claim that leaders and managers are ethical and transparent.
– 97% of the board says he feels proud of belonging to the organization.
How Linkages can help you achieve certification
As you may have noticed, obtaining GPTW recognition depends on certain criteria and, above all, on the quality of the company's general environment.
THE Links, in addition to mapping competitors and specialized labor, has specialists in Communication: a determining factor in improving the organization's climate and, consequently, having greater chances of acquiring the seal.
Since brand design, to internal communication planning and content marketing, we seek to elucidate the essence of the company through clear and impactful messages, strengthening the perception of value in the market and in the eyes of employees.
After all, even internal operational notices need to be thought out strategically, so that they reduce friction in communication and carry the values of the employer brand: a quality that can only be achieved with the visual and textual standardization.
Also, the application of campaigns of endomarketing, which aim to engage employees and encourage the creation of emotional bonds with the company, require, in addition to strategic and standardized communication, planning that aims to do the best possible, in less time and using available resources.
To learn more about how Linkages services can improve your company's climate and keep your best talent engaged, schedule a meeting with us!
We will be happy to design a customized solution for your business.
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