Awards Season: The Secrets to a Great Application

If you’re like me then one skill many people struggle with is tooting their own horn, and to this day many companies and Executives struggle to do so effectively. With a background in running and attending awards shows, it might surprise you to know that quite often winners are not the companies you’d expect.

But why?

While their results may not have been as strong, their application was better, which is why it’s important to pay close attention to the process, expectations and requirements.

Keep the scope of the achievements to the Awards timeframe

Typically, most awards are annual, and will likely specify if achievements are to fall within a calendar or financial year. A common pitfall is companies listing their achievements over the last five years, in which case 80% cannot be taken into account.

Events in previous years can be mentioned briefly and sparingly to provide crucial information or context, but beyond that leave it out – it won’t help you win and when word counts are limited, you need to make every word count.

Write the application in first person

Sounds simple yet too many companies get this wrong. This applies even if your assistant, marketing or PR team are submitting on your behalf. For some company-based awards this might matter less, but for those based on the individual it is essential.  

Be active on LinkedIn

Often the only allowable social media link – or even a mandatory requirement – is the company LinkedIn page. Many B2C companies find they come unstuck here; despite having thousands of followers on their Instagram, Facebook or X, they have less than 100 on the platform that matters most.

Ensure your website is up to date

Simple to get right, but costly to get wrong.

A website with outdated information on the homepage, about, contact or people pages can get your application instantly thrown in the bin.

Third Party Validation

Expect that everything being said about you will come under scrutiny. Positive or negative reviews, share prices for publicly listed companies and online media presence will all likely have an impact on your application.

The more involved you can be in a positive way to guide the online perception of your company, the better your odds. Building genuine relationships with your customers is valuable too, as they may also be contacted by judges.

Use of AI in Judging

If an award receives a significant amount of applications, be aware that in the early rounds, AI may be used to help triage applicants. This makes the judging process easier by eliminating the obvious no’s – or those who haven’t followed the criteria.

AI primarily looks at LinkedIn and media coverage first, so if you’re applying for an award and not making it past the early rounds, re-assess these areas first. It’s also worth doing a search of your own company on AI to see what your digital reputation looks like.

Don’t be afraid or too shy to submit

Over my career I’ve either conducted or been part of thousands of interviews with Executives, and a common thread is the people who are shy and don’t want to put themselves forward typically have the best stories, the strongest achievements, and are worthy award winners. They’re loyal to their teams and receive loyalty in return.

So for those who’d rather avoid the spotlight, I would say don’t dismiss awards. Rather use them as an opportunity to shine a light on your team, your company, your culture – recognising the people who made it all possible.

Want to see how Profile Media can help tell your business story, and boost your AI visibility? Contact Profile Media at info@profilemedia.com.au, phone 1300 123 110 or enquire online here.