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Unlocking the power of awards

How recognition elevates employer branding, attracts top talent, and improves retention.

Content Insights

It’s an external validation that an organisation is doing something right.
Awards can significantly improve employee retention rates.
They enhance employer branding and attract top talent.

Table of Contents




The impact of awards on recruitment marketing strategies is profound. In the fiercely competitive landscape of talent acquisition, awards serve not just as a pat on the back but as a strategic tool that can significantly elevate an organisation’s appeal to potential candidates.

At its core, winning awards is a testament to excellence. It’s an external validation that an organisation is doing something right, be it in innovation, workplace culture, leadership, or diversity and inclusion efforts. This external recognition is invaluable in crafting a compelling employer brand. Remember, in today’s market, candidates are not just looking for a job; they’re looking for an experience, a place where they can grow, contribute, and feel valued.

Awards can dramatically reduce the time and cost per hire by making an organisation more attractive to top talent. It’s simple psychology; people want to be associated with winners. An organisation that’s recognised for its excellence is likely to attract candidates who strive for the same in their careers. This creates a self-reinforcing cycle where attracting top talent helps an organisation maintain its high standards and continue winning awards.

At our TIARA Talent Acquisition Awards 2023, Primark won The WeLove9AM Employer Brand Award, judges praised Primark for showcasing innovation, sustainability and cost-effectiveness. They demonstrated great training initiatives as well as the use of new technology to save money and improve buy-in.

Moreover, awards can significantly improve employee retention rates. When employees work for an award-winning company, they feel a sense of pride and achievement. This emotional connection can be a powerful retention tool, as employees are more likely to stay with an organisation that’s recognised for its excellence. They see a future for themselves within the company, which in turn spurs engagement and productivity.

However, it’s crucial to leverage these awards correctly in recruitment marketing strategies. Simply having a trophy on the shelf isn’t enough. Talent acquisition teams need to integrate these accolades into their employer value proposition, showcasing what these awards mean for potential employees. It’s about translating these achievements into tangible benefits for candidates, whether it’s through innovative projects, career development opportunities, or a supportive and dynamic work environment.

Awards can serve as a differentiator in a crowded market. In sectors where skill shortages are acute, being an award-winning organisation can be the deciding factor for a candidate choosing between multiple offers. It signals that an organisation is not just a leader in its industry but also in managing and nurturing its talent.

Another award winner was Jaguar Land Rover for The Ph.Creative Recruitment Marketing Campaign of the Year and Judges praised Jaguar Land Rover for their thoughtfully targeted campaign which was innovative in its approach with authentic content showcasing diversity and inclusion through real employees.

In essence, awards are more than just a badge of honour; they are a powerful component of a recruitment marketing strategy. They provide a narrative of success, innovation, and excellence that resonates with high-calibre candidates. For talent acquisition departments, the strategic use of awards in their marketing efforts can be a game-changer, setting them apart in the eyes of potential candidates and current employees alike.

They enhance employer branding, attract top talent, and improve retention, all of which are critical in the competitive arena of talent acquisition. Talent acquisition departments that effectively communicate their award-winning status can create a compelling narrative that not only attracts but also retains the best talent in the market.

The TIARA Talent Acquisition Awards, now open for entries, spotlight excellence in talent acquisition, celebrating innovation and impact within the industry. It’s a prestigious event where leaders are recognised for their strategic and creative approaches to recruitment, setting benchmarks for best practices. To find out more about entering the awards, view the categories here.

Our TIARA Talent Acquisition Awards MENA are also open – view categories here.

Our TIARA Talent Acquisition Awards US will be open in June – register your interest here.


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