Why You Should Be Entering Awards

Awards? Why bother?

Entering awards isn’t always easy. Nomination forms can be complex, it can take days of work and in some cases, you even have to pay for the privilege of entering. So why bother?

The publicity

The number one reason for entering awards. Even getting shortlisted can be a great way to get your name out there. Most awards have a media partner (or are run by a media organization) and the coverage of both the companies shortlisted and the winners can be substantial. For awards that don’t have a media partner, you can send out your own press release to both local/regional press and trade publications, and potentially use the award win as a hook for a more in depth feature piece or interview.

There’s usually plenty of social media chat around awards, so this is another channel for some good publicity, and the awards events themselves are a great way of networking and getting your business noticed either in your industry or regionally.

Increased credibility

It’s one thing to tell your customers you’re great, it’s another thing entirely for a neutral third party to come to that same conclusion. Winning an award is a clear sign to customers, suppliers and other stakeholders that you know what you’re doing and are respected and admired in your industry.

Using the award logo across your email signatures, website and stationery will mean you’re making the most of your special status. With competition for business always high, marking yourself out as an award-winner might be just the thing to encourage a potential customer to pick up the phone to you and not someone else.

Team motivation

Holding on to quality staff can be hard work, so anything you can do to encourage and inspire them can only be a good thing. Having their efforts recognized with an award win is a terrific way of showing them that their work hasn’t gone unnoticed.

Inviting your team to dress up and enjoy a glitzy awards dinner makes it clear how valued they are and gives them a chance to celebrate their success and let their hair down.

Talent acquisition

Attracting the best staff is a challenge for any business, but entering and winning awards can help. The most obvious award for marking yourself out as a top employer is the coveted Sunday Times 100 Best Companies to Work For, which has categories for big companies, small companies and not-for-profits. A listing here is a fantastic recruitment tool, but there are plenty of other variations of ‘Employer of the Year’ awards too. They can all make a difference when it comes to attracting the attention of top industry talent.

Business evaluation

How often do you get the chance to sit down and review your success? Writing an award submission is can be a really useful exercise in identifying what’s worked well in your business, what challenges you’ve had to overcome and how you managed them, and what areas you perhaps need to work on. The information you put together for an awards submission can often be used again in tenders, case studies or other marketing materials. Taking time out to assess how your business is doing can fall down the ‘to do’ list when you’re busy running things; an award submission is a good way of making sure that valuable thinking time happens.

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Elizabeth Hudson

Elizabeth was once told by a university professor that she wrote too ‘journalistically’ for academia – something she’s always taken as a compliment. She's been fascinated by the power of words from an early age and loves reading and writing articles that challenge viewpoints and provoke debate.

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