B Corp certification is a powerful way for businesses to show their commitment to balancing purpose and profit. However, the process is non-trivial, and it’s not just about ticking boxes—it’s about embracing principles that genuinely improve the lives of all stakeholders, including workers. Despite their best intentions, many organisations struggle when it comes to treating their workers in a way that aligns with B Corp values.
We’ve listed a few potential pitfalls with some suggestions about how to resolve them. And it’s important to realise that most of the companies we’re talking about are not run by Ebenezer Scrooge – they have managers who are genuinely interested in their employees and want to support them, but they often focus on the wrong things.
Prioritising Perks Over Substance
Mistake:
Lots of businesses think that adding surface-level perks like free snacks, gym memberships, or funky office spaces is enough to demonstrate a commitment to worker wellbeing. Now these are not bad things, but they don’t address deeper issues such as fair pay, benefits, and job security.
What to Do Instead:
B Corps value meaningful support for employees. Focus on paying living wages, providing flexible working, and offering opportunities for growth and advancement. Once you’ve got those sorted feel free to buy a ball pit and a fussball table!
Neglecting Diversity, Equity, and Inclusion (DEI)
Mistake:
It’s easy for companies to assume their existing workforce is “good enough. They may overlook deeply-entrenched biases or drift into practices which don’t create inclusive cultures.
What to Do Instead:
Demonstrate a clear commitment to DEI by auditing hiring practices, offering unconscious bias training, and setting measurable goals for diversity in leadership. Creating an inclusive culture where everyone feels valued is critical to B Corp certification. This is challenging for small companies where teams may have grown organically through personal connections.
Ignoring Worker Feedback
Mistake:
Businesses often assume they know what’s best for their employees without involving them in the conversation. This approach can result in policies and benefits that don’t meet workers’ needs.
What to Do Instead:
Involve employees in decision-making through regular feedback mechanisms like surveys, town halls, or worker committees. The B Impact Assessment values transparency and worker engagement, so make sure you’re listening—and acting on—what your team has to say.
Failing to Provide Professional Development Opportunities
Mistake:
Some companies overlook the importance of investing in their employees’ growth. Workers can feel stagnant and undervalued if there are no clear paths for advancement or skill-building.
What to Do Instead:
Implement robust training programmes, mentorship opportunities, and pathways for promotion. Workers should feel that their development is a priority for the company, not an afterthought.
Overlooking Health and Safety
Mistake:
In the rush to get the job done some businesses neglect the physical and mental health of their workers. This is especially common in industries with high demands or fast-paced environments, and can often be very difficult to pick up, especially in small busy teams.
What to Do Instead:
Ensure your workplace has good HSE policies and procedures and goes beyond them to provide mental health support, ergonomic workspaces, and reasonable workloads. Mental health resources, in particular, are a growing area of focus for B Corps. Remember that just having procedures is only part of the picture – you have to be able to show that you’re actually following them.
Failing to Pay a Living Wage
Mistake:
One of the most common missteps is underestimating the importance of fair pay. Businesses might offer competitive wages within their industry but fail to consider whether those wages meet the true cost of living for their employees.
What to Do Instead:
Calculate the living wage for the regions where your employees live and ensure that no worker earns less than this amount. Transparent pay practices and fair compensation are key to B Corp values.
Lack of Transparency
Mistake:
Businesses that operate without clear communication and transparency about their policies, practices, and financials often lose the trust of their workers. This can be a red flag in the B Corp certification process.
What to Do Instead:
Be open with employees about company goals, challenges, and decisions that impact them. Transparent practices build trust and demonstrate accountability, both of which are essential for B Corp certification. Sharing financial data with staff helps achieve buy-in, especially during difficult periods.
Focusing Solely on Full-Time Employees
Mistake:
Many companies focus their worker-related benefits exclusively on full-time staff, neglecting contractors, freelancers, and part-time workers who may also contribute significantly to the business.
What to Do Instead:
Apply the same care and standards to all workers, regardless of employment status. This includes fair pay, access to benefits, and inclusion in feedback processes.
Final Thoughts: Building a Worker-Centric Culture
Achieving B Corp certification is about more than meeting standards—it’s about transforming your business into a force for good. Treating workers well isn’t just an ethical imperative; it’s a strategic advantage that fosters loyalty, productivity, and innovation.
By avoiding these common mistakes and genuinely prioritising worker wellbeing, your business will not only succeed in earning B Corp certification but also build a culture where employees thrive. And when workers thrive, the positive impact extends far beyond the walls of your business—reaching your community, your customers, and the world at large.
Our Cloud delivered ESG platform provides a quick and easy way to track your progress towards B-Corp status.