What we learned through B Corp recertification

How we’ve grown over the last three years and where we still want to improve

5 September 2024

Getting certified as a B Corp isn’t a one off qualification. It’s an ongoing process of improvement…

Why does recertification matter?

We’ve recently been recertified as a B Corp. We wanted to use the opportunity to look back on our journey and the things we’ve learned. The world around us is always changing, but our commitment to helping others and doing the right thing stays strong. We believe the best work happens when we team up with people who share our vision of making things better and fairer for everyone.

Getting recertified as a B Corp has given us a chance to think about how far we’ve come and what we’ve learned along the way. Our focus on ‘Equity by Design’ shows how we’ve brought our values together to guide everything we do. It reminds us of why we started and keeps us grounded as we move forward.

As our team continues to work remotely, we’ve welcomed the chance to include more voices and create a better balance between work and life. It hasn’t always been easy, but we are committed to supporting our team and building trust in this new way of working.

Being a B Corp is a big part of who we are. It sets us apart in a busy world and helps us make decisions that are good for people, the planet, and our business. This certification has changed how we work, from how we talk with clients to the choices we make every day.

As we look to the future, we’re excited to see how the B Corp community will grow and inspire us. We’re proud to be part of this movement and look forward to what comes next.

Our B Corp score grew from 98 to 102, showing the progress we’ve made against the exacting standards of B Corp, but that there’s still lots for us to do

Our Key Areas of Focus: Advancing Our Commitment to Positive Impact

In our journey toward B Corp recertification, we’ve honed in on several key areas that reflect our dedication to making a meaningful difference both within our organisation and in the wider community. Here’s a look at the initiatives that have been at the forefront of our efforts:

1. Promoting Diversity, Equity, and Inclusion

Lunch & Learns on Diversity, Equity, and Inclusion

We introduced a series of “Lunch & Learn” sessions focused on topics like diversity, equity, and inclusion (DEI). These sessions have been vital in fostering open conversations within our team, helping us understand different perspectives, and shaping a more inclusive workplace. You can see more about them here:

https://www.williamjoseph.co.uk/impact-case-studies/lunch-learns-on-topics-related-to-diversity-equity-and-inclusion

Socio-Economic Background Survey

To better understand and support our team, we conducted a socio-economic background survey. The insights gained are helping us create a more equitable environment by addressing specific needs and challenges faced by individuals from various backgrounds.

2. Enhancing Employee Experience and Wellbeing

Training Budgets & Progression Frameworks

We’ve committed to providing robust training budgets and clear progression frameworks for our team. These initiatives ensure that everyone has the resources and support they need to grow and succeed in their roles. Find out more about the specifics here:

https://www.williamjoseph.co.uk/impact-case-studies/training-budgets-progression-frameworks

Improving Our Flexible Ways of Working

Recognising the importance of work-life balance, we have enhanced our flexible working policies. This allows our team members to work in a way that suits them, contributing to higher satisfaction and productivity.

The image shows a LinkedIn post by Yasmin Georgiou, who is a Strategy Lead at William Joseph. In her post, Yasmin shares her excitement about moving from Harringay to Cornwall. She expresses her gratitude towards her employer, William Joseph (a B Corporation), for embracing flexible and remote work, which has positively impacted her life. She mentions how the company creates a supportive and trusting work environment, making it easier for employees to perform at their best. At the bottom of the post, there is a scenic photograph of a landscape during sunrise or sunset, with pink and orange hues spreading across the cloudy sky over a green, hilly countryside, likely representing Cornwall's natural beauty. Yasmin closes the post by mentioning her love for her job and the place where she now lives, sharing positive vibes with her connections.
Yas joined the team and has since been able to move to Cornwall thanks to our approach to flexible working
The image shows an Instagram post by a user named "lorindacodes." In the post, the person is sitting on a lounge chair by a pool, working on a laptop. Their legs are stretched out comfortably, and they seem to be enjoying an outdoor setting with a pool and greenery in the background. The post conveys a message of remote work flexibility. In the caption, Lorinda expresses gratitude towards William Joseph Design for allowing her the freedom to choose where she works. She mentions having recently returned from working in Mauritius for a month, clarifying that although remote work is flexible, it’s not as glamorous as stock images might suggest (e.g., working by a pool). She also humorously mentions an unsuccessful attempt to use a TV as a second screen. She offers tips for remote work, such as ensuring a good internet connection (highlighting that Mauritius has fiber optic broadband) and bringing all necessary equipment while working remotely.
Lori, one of our development team, has family in Mauritius. Thanks to the processes we’ve put in place to allow people to work wherever and whenever works best for them, she was able to visit them for four and a half weeks - using only a few days’ holiday.

Right from my first day, William Joseph trusted me to make the decision about where I work. Working outside the UK gave me some much-needed time with family after we were separated by the pandemic.

Lori, William Joseph Developer

Offering Socially Responsible Pensions Through Nest

We’ve partnered with Nest to offer socially responsible pension options to our employees. This aligns with our values by ensuring that our financial investments are made with social responsibility in mind.
https://www.williamjoseph.co.uk/impact-case-studies/socially-responsible-pensions-promotion-through-nest

Mental Health Support

Supporting the mental health of our team is a priority. We’ve implemented policies and partnered with Spill, a mental health support service, to provide our employees with the resources they need to maintain their wellbeing.

This image shows an engagement overview dashboard related to mental health and well-being in a workplace setting. The dashboard is divided into several sections with charts and visualizations that track usage data, emotions over time, personal check-ins, and a mental health and well-being policy document. Therapy Usage: The bar chart on the top left tracks different types of therapy services, such as course consultations, course sessions, one-off sessions, and "Ask a Therapist." The chart shows usage data over different months, specifically highlighting activity spikes in January and July 2022 and January 2023. Personal Check-ins: The bottom left bar chart tracks employee engagement, showing the number of employees surveyed and the clinician outreach messages. The data reflects activity spikes over time, particularly between July 2022 and January 2023. Emotions Over Time: The top right section displays a line chart tracking the proportion of people sharing emotions such as "calm" (blue) and "frustration" (yellow) over several months, from February to August. It shows a steady increase in calm emotions over time, while frustration levels are relatively low but fluctuate. Mental Health and Wellbeing Policy: At the bottom right, there is a screenshot of a policy document titled "Mental Health and Wellbeing Policy." It outlines the company’s commitment to promoting a healthy and supportive workplace. The document was last updated on 22 September 2022, and is visible to all team members. The overall visual presentation suggests a focus on employee mental health support and tracking engagement over time.
Spill is a service that allows us to all check in on how we’re feeling and get professional support if needed - it’s a key part of the Mental Health and Wellbeing policy that our team has adopted

3. Strengthening Our Organisational Processes

Developing Our Onboarding Process

Onboarding is accessibility.

If we want everyone that works at William Joseph to feel empowered and an equal, then we have to start that process before they begin working with us. We’ve revamped our onboarding process to better integrate new team members into our company culture.

This has helped us create a welcoming environment where everyone feels valued from day one.

Some of the measures we’ve taken include a defined checklist to ensure repeatable processes for managers and people joining the team. This includes all of the basic system set ups, but also a range of activities to help everyone know one another.

We show people the ‘manual of mes’ for the whole team, plus ask more personal ‘icebreakers’ like what’s your favourite crisp and what are you watching on TV at the moment?

Finally we share the team’s ‘it’s ok’ document which is our shorthand for understanding our culture

Our ‘Manual of Me’ documents help everyone understand each others’ preferences and ways of working
The image shows a personal work profile for someone named "James" at William Joseph. It is divided into sections that provide insight into James's work preferences, communication style, and personal strengths. Here’s an overview of the key sections: Come to me for: Relationships: James highlights that he excels in relationship-building and that is his core strength at work. Support me with: Detail: James indicates that he needs support with tasks that require attention to detail. Conditions I like to work in: James mentions that his working conditions are not overly important to him, whether it's working on his own laptop/desktop or in a shared workspace. However, for tasks that require focus, such as writing content, he prefers changing his environment, like going to a café for a fresh perspective. Times/Hours I like to work: James prefers doing his best thinking early in the morning and likes to start his workday early to get through tasks that need creating. He also finishes work by 3 PM to pick up his kids and checks back online around 7 PM. The best way to communicate with me: Slack or email is the most convenient way to reach him, and he is not very responsive to Trello notifications. He prefers phone calls but recognizes that meetings sometimes make this difficult. The way I like to receive feedback: Through email or Slack, followed by a conversation to help understand the feedback in context and ask questions. Things that I need are: People and relationships are critical to James, and he struggles when he has to spend significant time away from his family. Things I struggle with: James struggles with detail-oriented tasks and managing a balance between his focus on relationships and the risks of people-pleasing. He also feels challenged when he needs to compromise time with his team and struggles to work with people who are not open. Things I love: James loves working with people and values strong connections built on trust within a team. Other things to know about me: James runs a community pub and will sometimes work from there. He tries to avoid interruptions but mentions that unexpected things can come up due to his role at the pub. This profile provides a comprehensive overview of James's work style, needs, and preferences, making it easier for colleagues to understand how best to collaborate with him.
Our ‘It’s OK to’ doc attempts to give people an idea of our cultural norms before they join the team
It's ok to: Say if you're overloaded Talk about mental well-being Swear (a bit) Eat office snacks Put any music on / ask to turn music off / have headphones on Network for WJ (presumably the workplace) Be ill or say you're busy Not have all the answers Remain curious / go blank Talk about money / take a break / go for a walk / ask for help Work away from your desk Talk about how you're feeling / be honest Express frustration / say if you're unhappy or happy Chip in on projects / ask where a piece of work is at Contribute to culture / give feedback in the moment Not feel great in the morning / keep to yourself Leave early / arrive early Have your own work routine Ask if someone's okay Have an off day Wear shorts / prefer different tools Make suggestions on how to improve things Value outcomes rather than outputs Try something new / ask to learn new things Opt out of a conversation / have a different view Paint / make / send links to interesting stuff This list suggests a positive, inclusive, and flexible workplace culture where employees are empowered to express themselves, work at their own pace, and prioritize mental and physical well-being.

Building Our First Company Handbook

To ensure clarity and consistency, we developed our first company handbook. This comprehensive guide outlines our policies, values, and expectations, serving as a key resource for both new and existing employees.

Our company handbook covers everything from our mission and values to how we work remotely. It helps everyone feel clear in how we
The image shows a webpage from the "Handbook & Policies" section of the William Joseph (WJ) company portal. The section appears to offer guidance for employees, with several important categories and chapters outlined to help them navigate the company’s policies and culture. Here's a breakdown of the key sections: Welcome to William Joseph: The main text introduces the handbook to new employees, explaining that it is designed to help them understand how the company operates and stay updated on policies and regulations. It mentions that the handbook may evolve over time as the company grows. Sections Included: William Joseph's Mission/Values: Likely outlining the company's core principles and purpose, offering insight into its long-term goals. Everyone is Welcome: A section presumably focused on inclusion, diversity, and ensuring all employees feel accepted and valued. Things to Know Before You Start: This probably provides useful information for new hires before they begin working at the company. Hours of Work and Flexible Working: Details about the company's policies regarding working hours and flexibility in work arrangements. Remote Working Policy: Guidelines and expectations for employees working remotely. Navigation: The left sidebar menu provides access to different sections such as "Overview," "Perks," "Polls & Surveys," and "Locations & Offices," allowing employees to explore more aspects of company policies, benefits, and settings. There’s also an option for "Recruit," marked as new. This image represents a modern, employee-friendly digital handbook, designed to make company information accessible and easy to understand for both new and existing staff members.

4. Fostering Transparency and Accountability

Monitor & Sharing Customer Satisfaction

We’ve put systems in place to closely monitor and share customer satisfaction metrics. This transparency helps us stay accountable and continuously improve the quality of our services.

Some of the questions we ask include, to what extent do you agree with this statements:

  • The WJ team ran this project in a supportive and professional manner with clear ways of working

  • The WJ team helped to shape this product by adding ideas and expertise throughout

  • The product the WJ team delivered meets our needs from our initial brief

  • The product the WJ team delivered will help us achieve our mission.

  • The product we have created together is more accessible and will allow us to reach a more diverse audience than before.

  • The project felt like a partnership rather than simple supplier / client dynamic

  • Our team have improved their capabilities in digital skills such as UX, Content Design, Agile, Product Management

We were impressed with their technical expertise and unflappable-ness. The company’s B-Corp status and ethical stance (balancing purpose and profit) is a bonus too. We would definitely recommend using William Joseph for developing digital products and services.

Client feedback

Reducing the Power Imbalance in Recruitment

We’ve made changes to our recruitment processes to reduce power imbalances.

By standardising interviews, sharing questions with candidates beforehand and being mindful of biases, we aim to create a fairer and more inclusive hiring experience. This in turn will build a more diverse and equitable team.

We also host Collaborative Future who have produced a incredibly effective free guide to inclusive recruitment that you can see below:

https://collaborativefuture.co.uk/

It covers:

  1. Workshopping your role
  2. Creating a job ad and devising application questions
  3. Promoting your role
  4. Devising a task and interview questions
  5. Interviewing and scoring
  6. Meaningful conversation and decision-making
  7. Feedback and communicating with candidates
Collaborative Future’s free inclusive recruitment guide gives expert advice across a wide range of topics
Workshopping your role Creating a job ad and devising application questions Promoting your role Devising a task and interview questions Interviewing and scoring Meaningful conversation and decision-making Feedback and communicating with candidates

Ongoing Monitoring of Our UN SDGs Impact

Having looked for years for how to define a ‘good’ organisation, we have settled on committing to the UN Sustainable Development Goals (SDGs) to guide our efforts. This hugely collaborative project demonstrates a wide range of outcomes that if improved, will help everybody on the planet.

We regularly monitor our impact to ensure we’re contributing positively to these global objectives across the work we do for our clients and the way that we develop our team.

You can see our full impact report for last year here: https://www.williamjoseph.co.u…

Monitoring our impact against the UN Sustainable Development goals has really clarified the kind of projects we want to take on
The image is a chart showing the impact of various projects and initiatives aligned with the United Nations Sustainable Development Goals (UN SDGs). The chart lists client projects and internal company actions on the left, with corresponding columns representing different SDGs. Dots of varying sizes indicate the scale of impact, with larger dots representing higher impact levels. The chart highlights both client impacts (e.g., NHS Providers website discovery, Mind peer-to-peer fundraising, and Swim England Digital Futures) and internal company efforts (e.g., inclusive onboarding processes, group therapy sessions, and environmental & social impact 360 reviews). Each project or initiative is mapped against one or more of the 17 UN SDGs, such as health and well-being, gender equality, climate action, and responsible consumption. The visual summary demonstrates how the company’s work aligns with global sustainability goals, with an emphasis on the breadth and depth of their contributions. The larger dots signify where significant impact has been achieved across various SDGs, illustrating the company’s commitment to positive social and environmental change.

5. Expanding Our Community Impact

Environmental Working Policies

As part of our remote working setup, we’ve introduced policies aimed at reducing our environmental footprint. This includes encouraging sustainable practices among our team, even while working from home.

We are also focussing more of our website projects around reducing the carbon footprint of the digital products and services that we build. The best way to reduce the environmental impact of a website, is to help people get to the information they need in less clicks - something that has always been a focus of our content strategy work.

The new Help Musicians website sees a 86% reduction in carbon emitted by each website visit. It is one of the most sustainable in the sector. [Source: websitecarbon.com]
The image is a graphical display that highlights the environmental performance of a web page. The information is presented in a visually engaging format with contrasting colors of green and blue, and it includes the following key points: Web page cleanliness: The web page is described as being "cleaner than 76% of web pages tested," indicating that it has a relatively low environmental impact compared to most other web pages. CO2 production: Each visit to the web page produces only 0.23g of CO2, suggesting that the page is optimized for energy efficiency and has a minimal carbon footprint. Sustainable energy: The web page "appears to be running on sustainable energy," meaning it is likely hosted on servers powered by renewable energy sources, further reducing its environmental impact. This image emphasizes the sustainability efforts behind the web page and its eco-friendly design, encouraging environmentally conscious web practices.

Supporting Communities and Initiatives

We are proud to support several communities and initiatives that align with our mission, including

among others. These partnerships allow us to extend our impact beyond our immediate work.

These areas of focus reflect our ongoing commitment to creating a positive impact on our people, clients, and the planet. Through these initiatives, we aim to continue evolving and contributing to a better future for all.

What’s been hard

Continuous improvement is difficult when everybody is busy

Everybody’s day jobs are difficult. They take up lots of time and no matter how effective your team’s work life balance is, peoples’ headspace is usually filled by the projects they’re working on. This is especially true for an agency where you’re jumping across lots of different contexts all day long.

In any environment making time for things that sit outside of the day job is very difficult. With B Corp, it’s even harder as many of the ambitions can feel abstract and far away.

We learned that having a core team for B Corp certification and recertification was essential. This team has to include the most senior people in the organisation. Decisions need to be made and many of them are about the structure of the company and how you operate. Plus having those folks involved signify how important it needs to be to happen.

Once you get into it, the assessment and operational planning of it are actually extremely practical. They simply make you a better team, and in turn help you have a more positive impact on society. We use them as our strategic plan and use them to keep moving forward in all our processes and capabilities.

Finally, keep talking about it - even if there’s often not a lot of engagement, it seeps into your culture and people start seeing opportunities themselves to do even more.

Measuring impact

Measuring impact as an agency that works with charities to create digital services and products presents unique challenges.

Unlike traditional business metrics, the success of our work isn’t solely defined by financial returns but by the real-world difference our websites make in the lives of those served by the charities. This impact can be difficult to quantify, as it involves assessing how effectively a website increases awareness, drives engagement, or supports fundraising efforts.

Moreover, the indirect effects—such as improved access to information or enhanced user experiences for vulnerable communities—are often subtle and require long-term tracking. Each charity has its own goals and metrics for success, making it challenging to establish a standardised way to measure the overall impact of our work across different projects.

We will often use insights gained by speaking to people to demonstrate the kind of changes that can happen when our work is done effectively. Whilst harder to scale and standardise, they still have the richest information. This is an area we want to do more to improve moving forward though.

The power of collaboration

Much of the power of B Corps is through the network that you are a part of. This enormous community of practice allows you to learn lessons from other people in similar situations as you. Here are just a few B Corps that we’ve learned lots from over the years. Thank you all!

WholeGrain Digital - https://www.wholegraindigital.com/ - the leaders in creating sustainable and environmentally friendly wordpress websites

Platypus Digital - https://www.platypusdigital.com/ - the most effective and friendly digital marketing agency in the world

You Underwear - https://www.youunderwear.com/en-gb - the highest scoring B Corp in the UK, Sarah and her team show was can be done when responsible business is put at the heart of your entire strategy

Keartland & Co - https://www.keartland.co/ - Hannah and her partners run brilliant communities of practice that help bring people together that want to have a real positive impact on the world

Get in touch

If you are interested in finding out more about B Corps and what they do, then drop James Gadsby Peet, our Director of Digital & Strategy a line on james@williamjoseph.co.uk