Now that the National Recruitment Awards at this year's Public Sector People Managers Association (PPMA) Conference have passed, it’s time to reflect on some of the important issues in life – and I don’t mean knotty questions like the correct term for a female daddy longlegs. I’m talking about the benefits of bagging a piece of engraved glass with your organisations’ name on it.
Let’s face it, we all love awards – and not just because it saves buying paperweights and doorstops. Ask any advertising agency or client whether they relish winning gongs, and I’ll wager good money you won’t get a no or even an equivocal yes. So there’s no question that awards put smiles on our faces, but what do they really mean?
Well, from a creative agency point of view, awards do mean recognition and a night of celebration for all the hard work behind the scenes. But it doesn’t always mean success! After all it's very rare the awards entry form asks you if the advert has worked in generating candidates. And indeed it’s not always the agencies with the most awards that have the best track records in pitches or profitability.
Creative of course love awards for similar yet different reasons. To some, awards mean money because those with a proven record of winning them enjoy a considerable premium in a competitive job market. And for others (indeed most) with pretty substantial egos that piece of gilded plastic and glass is more than adequate recompense for all the blood, sweat, tears and late nights munching endless pepperoni hot pizzas.
Clients love awards too, and so they should. But what exactly do these accolades bring to their organisations? Whilst the PR and profile benefits speak for themselves, there’s also the potential candidate attraction as they position themselves at the top of the employer brand tree – and show themselves to be brave and experimental, not to mention the glitz and glamour of the ceremony itself.
But since we all like our awards (for our various reasons), the big question is: what does it take to win one? In my view, there isn’t any magic formula, but it is all about quality – of the client, the brief, the creative and account management team. Courageous clients are vital to creative success, and we all love working with those willing to challenge accepted wisdom, embrace original strategies and take the odd risk to gain the creative edge. And of course, it’s vital that the account handler can translate the client’s needs into a meaningful brief with a clear proposition expressed in a few well-chosen words. Then it’s down to the team, and the creative direction they receive – which is where my sleepless nights begin. Especially when account handlers utter the immortal phrase “they just want an award-winning ad, all right?” I’d love to meet whoever originated this phrase. I’d award him/her something myself – and they would find it a memorable experience for all the wrong reasons.
So congratulations to everyone who entered, was nominated and won a prized PPMA Recruitment Award this year and good luck to everyone for the entries they are now crafting for next year. Our two 2008 Awards made it safely back from Brighton and have pride of place in our trophy cabinet….yes we have a cabinet!
Adam Lach-Szyrma is National Creative Director at Tribal.
For more information on the nominations and winners at the PPMA Recruitment Awards 2008 and how to enter for 2009 go to www.ppma.org.uk or email ppmaawards@tribalresourcing.com