Why entering awards is worth it
Let’s be honest. There are plenty of business awards programmes out there, perhaps too many and it could be someone’s full-time job just being an awards writer but don’t let the overwhelm get to you. If you are selective and reserve a bit of time a couple of times a year, awards can be a great boost to your business. Here’s why.
The benefits
Award programmes can offer a powerful way to create visibility, credibility and team morale. Far from being a vanity exercise, they can become a strategic tool that supports long-term growth.
One of the biggest advantages is the credibility that comes with this third-party recognition. Anyone can claim to be an industry leader but when an independent judging panel says it for you, it carries far more weight. Prospective clients, investors and partners often view award shortlisted companies as safer bets because the endorsement acts as a sign of quality. Even reaching the finals can elevate your reputation and helps you stand out in a crowded market.
Awards also open the door to valuable media opportunities. Local, regional and trade media outlets frequently cover shortlists and winners, which means free publicity for your business and who doesn’t love a bit of PR! There are also new content opportunities for your own communication channels, such as your website blogs, social media posts and behind the scenes stories, which all help maintain a steady stream of engaging material that strengthens your brand narrative.
From an internal perspective, awards can do wonders for team morale. Submitting an entry encourages you to reflect on achievements, showcase the talent within your business and celebrate progress. Winning or being shortlisted often gives staff a real sense of pride. That positive energy feeds into workplace culture and can improve retention as your staff feel recognised and valued.
There is also a strategic benefit in the entry process itself. Preparing a submission prompts you to review performance, refine messaging and identify strengths and weaknesses. Many businesses use this exercise to shape future plans because it often highlights what is working well and where new opportunities lie.
Awards can also help you build relationships. From networking at ceremonies to connecting with judges and fellow finalists and their guests, the events surrounding awards bring together people who are ambitious and keen to collaborate. Those conversations can lead to partnerships, new clients or simply a broader professional network.
The downsides
Yes, it can take time to pull together a nomination form, collect data and assets, get the copy approved by various people and then submitted. Sometimes there is also a cost to enter or certainly a cost to attend the event as normally award ceremonies involve a sit-down meal and a drinks reception, but as the benefits mention above, we think it’s worth it.
One word of caution though. We do think you should be selective on which awards you enter. Really think about which awards programme would make a difference to your business and reaches the target audiences you are trying to target.
In summary
Entering business awards is not just about winning a trophy. It is about visibility, credibility and momentum. With the right approach, the benefits can support your business long after the ceremony lights have faded, the dodgy dancing has stopped, and you’ve eaten too much!