Companies certified as a Great Place to Work® see a 39% increase in employees expressing their intent to remain with the company and a 37% rise in employees feeling capable of adapting to business changes. This certification not only recognizes but also cultivates a workplace culture that employees value. For example, Brown Family Wine Group earned Great Place to Work Certification, with 87% of employees stating it is a great place to work—a strong endorsement of the company’s culture. Companies like Challenge Dairy and Netafim have similarly leveraged this certification to boost employee engagement, strengthen employer branding, and enhance overall business performance.
The Strategic Decision to Pursue Certification
For Michael Weinberger at Challenge Dairy, the decision to pursue the Great Place to Work certification was driven by the need to better understand employee sentiment and align it with organizational values. “At the time, we didn’t have an employee survey at all as a subsidiary. It felt very important to have something to get a pulse on how the organization was feeling,” Weinberger explained. By utilizing the Great Place to Work survey, Challenge Dairy not only gained internal insight but also benchmarked themselves against industry peers. “We wanted to see not only how we compared to ourselves year over year but also against similarly sized organizations and industries,” he added.
For Netafim, the motivation to pursue certification came from a commitment to its purpose-driven mission, which resonated strongly with both employees and stakeholders. “In a world where people seek more meaning in their work, we see the Great Place to Work Certification as a validation of our pledge to fostering an environment where employees feel proud of their contributions,” explained Mike Hemman, President of Netafim North America. He emphasized that the certification is more than just a badge of honor; it is a reflection of the company’s core values and its dedication to creating an inclusive, empowering workplace. “Our mission goes beyond business—it’s about transforming agriculture to sustainably feed a growing global population,” Hemman continued. “Employees are proud to be part of this purpose, as it gives their work a broader significance.”
Employer Branding Strategies
Once certified, both companies leveraged the recognition as a key pillar of their employer branding efforts. Challenge Dairy prominently displayed the certification on LinkedIn, job postings, and recruitment materials. “We put it on our LinkedIn page, shared it wherever we could, and included that information in job postings,” said Weinberger. This external visibility not only reinforced their commitment to employee well-being but also aligned the brand with a positive and inclusive workplace culture. Weinberger also took a proactive approach internally, conducting roadshows to share survey results with employees across different locations. “Your best referrals come internally, so you want to make sure employees feel heard and recognized,” he added. The roadshows helped drive engagement and fostered a sense of ownership in the certification process.
At Netafim, the certification is tied directly to their broader sustainability mission, becoming a cornerstone of their employer branding strategy. “We prominently showcase the Great Place to Work banner in our recruitment materials, social media campaigns, and career website,” said Hemman. This simple yet effective strategy emphasizes their commitment to employee well-being while also communicating their unique mission: empowering the world to grow more food with less water. “By emphasizing our unique purpose, we attract individuals who are passionate about sustainability and innovation,” Hemman explained.
In addition to highlighting the certification, Netafim also shares employee testimonials and insights into their mission-driven work to provide potential candidates with a deeper understanding of the company culture. “We connect the Great Place to Work Certification to our broader sustainability initiatives, demonstrating that our commitment to creating a positive workplace aligns with our efforts to create a better planet,” Hemman shared. This messaging reinforces the idea that employees at Netafim are contributing to a global cause, further enhancing their employer brand.
Recruitment Outcomes and Insights
Both companies have seen tangible benefits from the Great Place to Work certification in terms of recruitment. For Challenge Dairy, Weinberger noted that candidates have specifically mentioned the certification when explaining why they applied for a job. “I’ve had candidates mention the certification when I ask why they applied for the job,” he shared. By highlighting survey results in job postings, Challenge is able to attract candidates who align with their commitment to authenticity and fairness in the workplace.
For Netafim, the certification has played a crucial role in differentiating the company in a competitive job market. “The certification sets us apart by showcasing our focus on employee well-being and engagement,” said Hemman. He further explained how the transparency and open feedback loop foster trust with candidates. “It demonstrates that we actively listen to our team, act on their feedback, and continuously improve to create a better work environment. This transparency makes us an employer that stands out—not just for what we do, but how we do it.”
The ROI of a Great Place to Work Certification
The Great Place to Work Certification offers significant advantages beyond recruitment and branding, contributing to enhanced profitability and performance. Research indicates that companies recognized as great workplaces outperform the stock market by a factor of 3.68. A strong workplace culture also correlates with improved customer satisfaction, as employees who feel valued are 87% more likely to believe they deliver excellent customer service.
A group of 69 companies that researchers identified as “thriving” didn’t follow the 35.5% stock decline of the S&P 500 from 2007 to 2009. They saw an increase of 14.4%. After the recession, the S&P 500 recovered from 2006 with a 9% gain by February of 2014, but the thriving companies gained 35%.
In 2020, the 100 Best broke records on measures of leadership credibility. Employees scored their leader’s trustworthiness the highest ever in Great Place to Work’s 33-year history of studying company culture.
For Challenge Dairy and Netafim, the certification has not only bolstered employee engagement but has also been instrumental in achieving broader business goals. “Great Place to Work has created an environment where our employees feel heard, respected, and recognized for their contributions,” said Weinberger. “This leads to higher employee satisfaction and better overall business results.” Hemman at Netafim echoed this sentiment, stating, “A great place to work is not just about happy employees; it’s about employees who are passionate and dedicated to achieving our mission, which translates into long-term success.”
Challenges and Future Directions
As both organizations evolve, they must adapt their certification strategies to reflect changing needs and global expansion. Challenge Dairy, for instance, is transitioning from being a subsidiary to a division, which brings new challenges in maintaining consistent branding across different locations. “As part of a division now, we have to think globally. We can’t just say one part of the organization is a great place to work—there’s an implication for the whole company,” Weinberger said. As the company continues to scale, ensuring that the Great Place to Work certification remains consistent across all divisions will be key.
Similarly, Netafim’s approach to integrating sustainability certifications alongside the Great Place to Work certification underscores their long-term strategy. “Programs like the SCS Recycled Content Certification and ReGen™ AgVantage reflect our dedication to solving the world’s critical challenges, such as growing more food with fewer resources,” Hemman noted. This strategy allows Netafim to position themselves not only as a great place to work but also as a global leader in sustainable agriculture—a mission that deeply resonates with both employees and prospective candidates.
Conclusions
The “Great Place to Work” certification offers more than just an external accolade—it serves as a powerful tool for aligning internal culture with external perceptions, driving both employee engagement and talent attraction. For companies like Challenge Dairy and Netafim, this certification has proven invaluable in strengthening their employer branding strategies and creating an environment where employees feel valued and empowered.
As organizations seek to build long-term success, achieving and leveraging the Great Place to Work certification is a strategic investment in a company’s future. By embedding the certification into recruitment, retention, and their broader Employee Value Proposition (EVP), businesses can foster a workplace culture that attracts top talent, drives employee satisfaction, and ultimately contributes to improved business profitability and long-term success.
A strong workplace culture is key to attracting and retaining top talent. At 3P Partners, we specialize in helping companies effectively communicate their unique employer brand, connecting you with candidates who align with your mission and values. Connect with a member of our team here.