Business Certification and Professional Credentials – Worth the Investment?
Not all certifications are created equal. Some are essential to operate like food safety certificates, liquor licences, or trade registrations. Others, such as ISO certification or professional development credentials, can boost credibility and open new opportunities but require careful weighing of costs versus benefits. Businesses must distinguish between mandatory compliance certifications and those that may simply be “nice to have.” At Josty, we guide businesses through deciding which certifications are necessary, and how to strategically leverage them for growth, credibility, and competitive advantage.
Why Certification Matters
In the world of business, certification is often viewed as a mark of credibility, professionalism, and operational readiness. For some businesses, it’s not a choice for example a café or bakery cannot legally serve food without a valid Food Safety and Hygiene Certificate. A bar cannot operate without a liquor licence. An electrician or gas fitter cannot legally take on jobs without a registration and practising licence. These are non-negotiable, forming the foundation of compliance and consumer protection.
But beyond these mandatory certifications lie another set: the ones that aren’t legally required but are positioned as pathways to growth. Think of ISO certifications such as ISO9001 (quality management), ISO14001 (environmental management), or ISO45001 (occupational health and safety). These certifications can make your business more competitive, particularly when tendering for contracts, but they also come with costs both financial and operational.
Here is where the dilemma arises: if a certification doesn’t directly keep the doors open or isn’t a tendering requirement, is it worth the investment? For many businesses, particularly small to medium enterprises, the answer is not straightforward. Some companies invest heavily in optional certifications only to see little return, while others gain access to larger contracts, strengthen customer trust, and grow their market share.
The real question isn’t simply “Do you need certification?” but rather “Which certifications genuinely add value to your business, and how do you leverage them effectively?” At Josty, we help business owners and leadership teams weigh these questions carefully, ensuring that resources are invested strategically, and that certification becomes not just a tick-box exercise but a lever for empowering growth and securing success.
The Two Faces of Certification
Compliance-Based Certification – The Non-Negotiables
Certain certifications are absolute requirements. Without them, businesses cannot legally operate:
- Food Safety and Hygiene Certificates for cafés, bakeries, and restaurants.
- Liquor licences for bars, clubs, and hospitality venues.
- Trade registrations and practising licences for electricians, gas fitters, and builders.
Failing to keep these up-to-date exposes businesses to legal risks, fines, shutdowns, and reputational damage. For business owners, ensuring compliance certification is maintained should be non-negotiable. It is also their responsibility to ensure employees maintain their individual professional certifications and licences.
Strategic Certification – Optional but Influential
Other certifications aren’t legally required but can unlock opportunities:
- ISO9001: Quality management systems
- ISO14001: Environmental management
- ISO45001: Health and safety management
- Industry association accreditations that boost credibility
These certifications serve as external validation of a company’s credibility, expertise, and professionalism. They can tip the scales when competing for contracts, especially where customers prioritise suppliers who meet industry standards.
Case Studies: When Certification Works and When It Doesn’t
The Positive Example – ISO9001 Opening Doors
As a sales manager and quality control manager, I witnessed the tangible impact of certification. A company I worked with pursued ISO9001 certification. The upfront costs were significant, and the implementation process required time and effort. However, the payoff was clear: without ISO9001, we wouldn’t have even qualified to tender for certain contracts. With it, we secured opportunities we would have otherwise missed. The certification didn’t guarantee wins, but it gave us a seat at the table and from there, our expertise and pricing strategy could shine.
The Negative Example – Certification Without Return
On the flip side, I’ve seen smaller businesses chase certifications without fully assessing their return on investment. Many pursued ISO certification because tender documents listed it as a requirement, believing it would unlock lucrative contracts. Unfortunately, these tenders were highly competitive, and without the scale, resources, or track record to compete, the businesses didn’t secure the work. They were left with an expensive certification that delivered little practical value.
Framework for Deciding if Certification Is Worth It
When evaluating certification, Josty recommends businesses follow a structured approach:
Step 1 – Regulatory Check
Is this certification legally required to operate in your sector? If yes, there’s no debate it’s essential.
Step 2 – Customer Expectations
Do your clients or target markets expect you to have this certification? If customers won’t engage without it, certification becomes necessary.
Step 3 – Market Access
Does certification open the door to new markets, contracts, or industries? Consider whether it’s a gateway requirement for tenders or partnerships.
Step 4 – ROI Assessment
What is the cost (time, money, resources) versus the potential gain? Certification should deliver measurable outcomes such as higher sales, reduced risk, or improved efficiency.
Step 5 – Long-Term Strategy
Does this certification align with your business model, growth strategy, and positioning? If it supports your brand as a trusted, quality-driven operator, it can be worth the investment.
Weighing the Pros and Cons of Certification
Advantages of Certification
- Builds credibility and trust
- Differentiates you from competitors
- Creates access to new markets and tenders
- Enhances internal systems and quality control
- Shows commitment to industry standards
Disadvantages of Certification
- High upfront and ongoing costs
- Time-consuming audits and compliance checks
- Risk of investing without tangible ROI
- Certification can become a “tick-box” exercise rather than real business improvement
Josty’s Role – Guiding and Advising on Certification
At Josty, we position ourselves as more than just consultants. We act as a guide when businesses are evaluating whether to pursue certification in the first place and as a strategic advisor once that certification is achieved.
We help businesses answer key questions:
- Is this certification essential or optional?
- Does it align with your growth strategy?
- How can it be leveraged to win new business, improve operations, and build trust?
Our approach ensures that certification decisions are not made in isolation but are integrated into the broader business model.
Final Thoughts: The Strategic Value of Certification
The world of certification is complex. For some businesses, it’s an absolute necessity the foundation that allows them to open their doors and operate legally. For others, it’s an opportunity to build credibility, meet industry standards, and access markets that would otherwise be closed. Yet not all certifications deliver the same value, and businesses must avoid investing in credentials that simply drain resources without providing measurable returns.
From food safety certificates to liquor licences, from trade registrations to ISO standards, the decision to pursue certification must be grounded in compliance requirements, customer expectations, market opportunities, and return on investment. Chasing certification for the sake of appearances or to “keep up with competitors” rarely leads to sustainable success.
Equally, businesses must not overlook the importance of ensuring their staff maintain their own professional licences and certifications. A company’s reputation rests not just on its brand, but on the competence and credibility of its people.
At Josty, we believe in empowering business owners and leadership teams to make certification decisions strategically. Sometimes that means guiding you to pursue the certifications that will truly open doors. Other times, it means advising you to focus on strengthening your core operations before investing. And when certification is achieved, we help you leverage it effectively, ensuring it becomes more than a certificate on the wall it becomes a tool for empowering growth, securing success, and positioning your business for long-term advantage.
The next time you consider whether to pursue certification, ask yourself: Do you really need it? If the answer is yes, make sure it’s for the right reasons and that it strengthens your business in the ways that matter most.
Post written by Jason Jost
