You’re Certified! Here’s How To Use It To Pump-Up Your Employer Brand
#1 statement that predicts retention:
“I’m proud to tell others I work here.”
Certification gives your people a reason to say it out loud, in public, to their own networks.
employer proof you can’t write yourself
Candidates trust third-party proof more than any employer claims. The badge is proof. Your people saying it’s a great place to work is proof. Below is how to put that proof in front of the people you want to hire, in the places they already look.
Your people were independently asked if yours was a great workplace and overwhelmingly agreed it is.
In a tight labour market, that independent proof is an invaluable asset to your employer branding toolkit: job seekers are 15× more likely to choose a Certified company than one without the badge.
When your team says, “I’m proud to tell others I work here,” they’re reinforcing their own decision to stay and reaching the passive candidates your job ads never will. Time to turn that pride into your recruitment engine.
01 / Tell your people
Your first job after certification is to announce it properly and give your employees something easy to share. Make sure to connect the badge to the Trust Index Survey they answered so that they understand it was based on their own feedback.
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Get your executives posting from their own profiles
LinkedIn told us straight up that the strongest traction on a recognition announcement comes from C-suite personal profiles rather than the company page alone. Three or four sentences on why the result means something to them will do.
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Answer every employee who posts
No employee post goes unanswered. From the warehouse TikTok to the leadership team’s LinkedIn brag, everyone who mentions the certification gets a like and a real comment the same day. It costs nothing and it is the difference between one announcement and fifty.
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Tell your people what the survey measured
An all-hands slide or a short internal email explaining that the badge came from their own answers turns a marketing moment into a recognition moment. People share things they feel ownership of.
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Make it easy for people
Send select staff a short internal note with the badge image, a suggested headline, two example post openers and the profile link. Most people will happily share it and will never do the work of writing it themselves.
How other COMPANIES AND HR LEADERS USE THEIR CERTIFICATION ON LINKEDIN
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02 / Your Certification badge and copany profile page
The Great Place To Work badge works hardest in the everyday places candidates see repeatedly. Treat it as a year-round employer-brand asset, and make sure it links to your personailsed Great Place To Work Certified profile page. Certification is valid for 12 months, so re-certify annually and keep every channel current.
Add to your LinkedIn:
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Company page banner and About section
Swap the banner to the certification creative and add one line plus a link to your Certified profile in the About copy. That link is the difference between a graphic and a verifiable claim.
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Recruiter profiles and Featured sections
Your talent acquisition team should have the certification in their headline and the Certified profile pinned to their Featured section. Every candidate they approach checks their profile first.
Add to your careers page:
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A link to your Certified profile
Your Certified profile lives on an independent domain (ours) so when candidates search for a second opinion, they see your whole-workforce survey results instead of a handful of reviews. Search and AI tools also weight these third-party pages more heavily, so a completed profile gives them structured, current proof to surface.
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Show the survey behind your badge
Name the Trust Index™, note responses were confidential, and state your participation rate. Specifics make claims believable. This shows candidates you’re evidencing credibility, respect, fairness, pride and camaraderie and gives search and AI third-party proof to surface.
About AI search. When a candidate asks an AI assistant what your company is like to work for, the answer is assembled from sources the model can find, and independent sources outside your own website carry more weight than your careers page copy. A listing on greatplacetowork.com.au is exactly that kind of source, which is why the link matters as much as the badge.
Email signatures, job ads and everything in between:
These are the low-effort, high-repetition placements that compound over a year. Assign an owner to each one this week and they are done.
| Channel | What to add | Who owns it |
|---|---|---|
| Email signatures | The badge image hyperlinked to your Certified profile, rolled out to every employee rather than just the recruitment team. | Marketing with IT |
| Job ads | One line below the role intro naming the certification and its year, with the profile link. Add it to your ad template so nobody has to remember. | Talent acquisition |
| Recruiter outreach and InMail | A single sentence in the first message. Passive candidates ignore most approaches, and third-party validation is one of the few things that earns a second read. | Talent acquisition |
| Offer letters and onboarding packs | The badge and a short note on what it means. Candidates weighing two offers are looking for reassurance right at this point. | People team |
| Unsuccessful candidate emails | A line inviting them to follow your Certified profile for future roles. People you reject this year are people you want applying next year. | Talent acquisition |
| Tenders and RFPs | Procurement questionnaires ask about workplace practices, turnover, modern slavery and culture. An independently verified result turns a paragraph of assertion into evidence. | Bid or sales team |
| Customer newsletter | A short piece on what it takes to earn certification. It says something real about how you operate without selling anything. | Marketing |
| Reception, office screens, site signage | Visible to every candidate who walks in for an interview and to every employee who walks past it daily. | Facilities or office management |
03 / A Great Place To Work case study
A Great Place To Work® case study turns your Certification into a detailed, independent employer-brand asset. It’s a credible account of what it is like to work with you, built from interviews with your leaders and people and published on our domain.
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What candidates find
A detailed workplace profile built from interviews with your leaders and your people, covering the practices behind your Trust Index result. These pages rank for your company name paired with phrases like “culture”, “employee benefits” and “what it’s like to work at”, which are the exact searches a serious candidate runs before applying.
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What it gives your brand
A lasting, third-party page your teams can use across recruitment marketing, LinkedIn, tenders and board papers. It gives leaders an evidence-led story to share, while creating an independent source that candidates, search engines and AI tools can discover.
People researching a potential employer are looking for evidence. A detailed case study gives them context: the culture you have built, the experiences your people describe, and the choices that make your organisation distinct.
04 / Where to get started?
Work through the four steps below in order. The first two take an afternoon between them and cover the placements that do most of the work.
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01
Check out & link your Certified company profile
This is your own public, independent page on our site carrying your Trust Index™ results, where you can also see the awards each company has won from us over the years
It’s built specifically for candidates and AI search. -
02
Roll out the badge across your channels
Careers page module, LinkedIn company page and leader profiles, email signatures, job ad template. Use the table above and assign an owner to each line.
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03
Brief your people and your executives
Send the sharing kit, suggested headlines and post openers internally. Ask your C-suite to post from their own profiles on announcement day.
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04
Line up a case study
Book it in while the certification is fresh so the published piece lands inside the same window of attention.
More companies AND LEADERS USING THEIR certification
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You are not on your own. Our design and content team can help build custom social assets, write your announcement, or produce your case study. Email alice.williams@greatplacetowork.com.au
