The Coach: Is entering awards crass and egotistical?

My partner says we should devote time and money to entering our projects for awards. I think our time is better spent serving our clients, and that pursuing awards is crass and egotistical. What do you think?

Awards aren’t just about the fancy certificate on the wall, or logo on your website. It’s not for nothing that most industries have them; winning or being shortlisted for business awards can positively impact you, your clients, and your employees. For these reasons, I would side with your partner. 

We are all susceptible to psychological persuasion, and intrinsically individuals are more likely to approve of and trust things that other people rate. A business award nomination, shortlisting, or win is a third-party endorsement of your business It increases credibility via social proof and authority. Recognition tells others that you are the best at what you do, and have external evidence to back this up.  

Winning an award can not only boost staff morale, it can also reinforce and improve motivation

Awards are an easy way to gain positive PR and be featured in industry, local and national news. They also raise awareness of your activities, which impresses existing customers and potential employees. As such, winning an award can have a return on investment if it can open doors, as well as allow you to highlight it in pitches and presentations to win new business. 

The application process itself can give partners and the team as a whole the opportunity to look at the business from a different perspective, and communicate about what you do. This can lead you to communicate better, as well as to identify areas of opportunity and growth, including innovation, the service you provide to clients, employee satisfaction, and improved marketing. 

Awards don’t only recognise the practice, they recognise the efforts and achievements of the team around you: your employees. Winning an award can not only boost staff morale, it can also reinforce and improve motivation, as well as validating your practice ‘brand’ among new recruits, so you can continue to attract the best talent.

AJ Coach Matthew Turner is an architect and careers consultant who runs the Building on Architecture consultancy. Email him in confidence at hello@buildingonarchitecture.com