More and more companies want to know how good their training programs really are. Not only out of self-interest, but also to be able to showcase this externally. The BEST PLACE TO LEARN seal of approval helps with this: It recognizes companies that offer their trainees particularly high-quality training. The basis is a scientifically sound process that examines the training from multiple perspectives. We spoke with Andrea Milberg, Scientific Director & Certification Expert, about the idea behind the seal of approval, the certification process, and the benefits for companies.
Ms. Milberg, what exactly is BEST PLACE TO LEARN?
Andrea Milberg: BEST PLACE TO LEARN is Germany's seal of approval for vocational training. Based on objective and scientifically validated criteria, it shows how well a company prepares young people for professional life. What makes it special is the 360-degree view of the training: We survey current and completed apprentices, as well as trainers and other qualified personnel, including those who provide training on a part-time basis.
The survey instrument is regularly developed and adapted, just as vocational training itself is constantly evolving. This creates a comprehensive and honest picture of how training is actually practiced in companies, and not just how it is intended or planned.
For companies, certification provides an opportunity to reflect on their training programs and implement improvements. The quality seal is valid for three years, after which companies must undergo recertification. Recertification then clearly demonstrates whether and how the measures have been effective.
BEST PLACE TO LEARN® is a brand of AUBI-plus. The company has been committed to vocational training since 1997 and pursues a holistic approach: supporting students in the transition from school to work, matching companies with suitable trainees, certifying training programs, qualifying training staff, and much more.
What advantages does the seal offer companies?
The first clear advantage is becoming more visible as an attractive training provider. Young people today pay very close attention to where they do their apprenticeships. The BEST PLACE TO LEARN seal is credible proof that training is highly valued and that investments are made in quality.
Furthermore, the audit provides a very detailed assessment of the current quality and processes of training, thus offering valuable insights for improvement. Many companies tell us that they embark on change processes during the three years leading up to their next certification: They scrutinize their structures and develop them further as needed. For example, they improve their communication processes, revise feedback and performance reviews, invest in their training staff, create better support for their trainees' learning processes, or optimize their talent management.
Finally, the importance of training within companies is being recognized more broadly. Training is a future-oriented issue that concerns everyone. This also strengthens employee loyalty among training staff: those who feel that their work as trainers is valued are proud of it and remain committed to the task.
How complex is the process for the companies?
The entire process typically takes 6 to 8 weeks. We guide companies step-by-step through the entire process, from the kick-off meeting and survey to results analysis and marketing. The organizational effort is manageable, as most of it is done digitally. The questionnaire itself takes about 15 minutes per person to complete. The seal is then the visible result of this work: a sign that the quality of training is above average.
These areas will be evaluated:
- Recruiting trainees
- Onboarding of trainees
- Planning and design of the training
- Vocational learning in the workplace
- Competencies of the training staff
- Cooperation of learning locations
- Results of the training and perspectives
Are there typical "aha" moments that companies experience during the process?
A company recently sought certification primarily as a marketing tool. Only during the process did those responsible realize how valuable the results actually are for improving the quality of the company's training programs.
Companies often think they know exactly how their trainees are experiencing their apprenticeships. In reality, surveys sometimes reveal entirely new perspectives. One recurring theme, for example, is supporting the learning process. What material is currently being covered in vocational school or university? How can the learned material be transferred and applied in practice? Trainees also need support with their school-based learning, for example, through joint reflection on their learning, addressing learning difficulties, introducing learning management systems, digital learning resources, and much more.
What distinguishes BEST PLACE TO LEARN from other quality seals?
The major difference lies, firstly, in its scientific foundation. The process was developed in collaboration with educational researchers and has undergone multiple evaluations. Secondly, it doesn't rely on a jury or self-assessment, but rather on the involvement of all stakeholders: We don't ask the HR department or management, but the people directly involved in the training: trainees, former trainees, and trainers. After all, they are the ones who know best how the training is implemented in practice. This results in a highly authentic and credible evaluation – not a marketing label that can simply be bought, but a genuine statement of quality.
How many businesses are currently certified?
Since the introduction of the seal in 2014, we have carried out over 500 certification projects from all sectors: from craft businesses to medium-sized companies to large corporations, not only from the private sector but also from public administration.
The number is growing steadily because more and more companies are recognizing the added value: the external impact of the quality seal on the one hand and the internal benefits on the other. Training is a worthwhile investment in the future. This is also demonstrated by a BIBB Report from July 2025, who compares the costs of in-house training with the costs of recruiting external specialists.
What requirements must companies meet to participate in the certification process?
In principle, any company that has been providing vocational training for five years can participate in the certification – regardless of industry or size. It is important that at least five people participate in each survey group. The evaluation is conducted anonymously using a scientifically validated assessment model. Only those who achieve a defined minimum score may subsequently call themselves BEST PLACE TO LEARN. For an initial assessment of whether the certification is right for you, a [information/guide/etc.] is available on our website. free self-test available.
How can interested companies get started?
Getting started is very easy: Interested companies can find all the information they need on our website to get started and get started right away. Contact our certification team We will record your application. Afterwards, we will provide you with individual advice, explain the process, and jointly establish a timeline. Within a few weeks, you will receive the results as well as a detailed evaluation with recommendations for action – a valuable basis for further developing your own training.
Finally: What does a good education mean to you personally?
Good training means opening up professional and personal opportunities for young people. It's not just about imparting specialist knowledge, but also about sparking enthusiasm and fostering a sense of responsibility. When trainees say at the end, "I'm proud to have trained here," then for me that's the best proof of successful training. Companies that invest in the quality of their training are securing their future.
Thank you so much for the conversation!
Andrea Milberg from AUBI-plus is an expert in training quality. She advises companies on training, certification and qualification and is involved in the GERMAN TRAINING FORUM She is responsible for the program and speakers. She has many years of experience in economic development and start-up consulting.
Image: © AUBI-plus GmbH