Win What Matters

How a Purposeful Award Strategy Can Strengthen Employer Brand and Attract Top Talent

In today’s dynamic talent landscape, one principle stands out: recognition matters, but only when it’s meaningful. From “Best Places to Work” lists to industry-specific accolades, employer-of-choice awards remain a powerful tool for building credibility, boosting brand perception and attracting the right talent.

But not every award is created equal … and many come with a hefty price tag (from entry fees to the time and effort spent preparing submissions).

As the hiring market cools and qualified candidate searches intensify, now is a strategic time for organizations to double down on their employer brand. Third-party awards, in this context, retain their power as a powerful tool.

But the goal isn’t just to win. It’s to win what matters. The proper recognition, grounded in authentic storytelling and aligned to business priorities, can differentiate your organization in a crowded marketplace.

Why now?

While some companies are scaling back recruitment efforts, smart employers see this moment for what it is: a rare window to stand out and attract exceptional candidates. With fewer organizations actively vying for talent and less noise in the marketplace, even modest increases in employer visibility, such as industry mentions or niche awards, can generate an outsized impact. Recognition as an employer of choice not only draws in new talent but also boosts engagement and morale among current employees, provided it is earned and shared authentically.

That means skipping the “spray-and-pray” approach to awards submissions and instead adopt a strategic lens. Start by pondering over the following:

What does your organization want to be known for?

Which recognitions align with your values and culture?

How can internal communications help bring that story to life?

How well does your organization satisfy the award criteria or compare against potential competitors?

Will your chances of winning improve by implementing programmatic changes ahead of the next submission cycle and applying then instead?

When these questions are answered honestly, a more straightforward path forward emerges.

Go beyond the boilerplate

Be inspired by the fact that at the heart of every effective employer brand is strong internal communication. Award-winning cultures are built from the inside out, grounded in authentic stories that bring purpose and values to life across teams and in everyday moments. That’s why we help clients dig deep to uncover the stories that matter: how purpose is lived, how values are demonstrated at every level and how culture is defined by employees themselves.

But building a great place to work requires more than compelling narratives or polished award submissions. It takes consistent, thoughtful strategies that genuinely connect people, business goals, values, brand and reputation, resulting in an exceptional employee experience.

A smarter path to recognition

Of course, even the best narrative won’t make an impact if it’s sent to the wrong place. Award submissions can be expensive, time-consuming and competitive.

To invest time and effort wisely, an awards assessment matrix is a valuable tool organizations can use to evaluate which opportunities best align with their purpose, values and strategic priorities. Using such a resource can help your team focus on efforts that will drive real business value.

The results speak for themselves

Rest assured, a well-executed award strategy doesn’t just earn headlines. It builds trust with candidates and fosters employee pride. It instills confidence in the communications and talent attraction functions, potentially leading to additional resourcing to expand the programs responsible for the accolades won. And when an organization tells the story of its positive employee experience with intention, the benefits extend far beyond a single submission cycle. They reinforce the culture employers work hard to build—and invite others to be part of it.

We’re proud to help clients develop employer recognition strategies that do just that. From building employee engagement and alignment programs that are the foundation of a great place to work, to delivering standout storytelling, to selecting the award programs that will make the biggest impact, our team helps organizations focus their efforts where they matter most. Because when it comes to awards, the smartest strategy is simple: win what matters.

Ready to move beyond generic recognition?  FleishmanHillard’s Talent + Transformation team builds award strategies that deliver measurable talent and business outcomes.

Let’s build an awards assessment matrix to identify the right opportunities and craft a story that reflects your people, your culture and your purpose—and achieves your recruitment and retention goals.