Sponsoring an award for businesses - what criteria, how to judge etc.

[Carol Wain]

Has anyone offered to sponsor an award for local businesses (i.e. through the Chamber of Commerce, Board of Trade or even for professional associations etc.) for their annual awards ceremonies, where the reason for the award is based on being an employer of choice due to a strong commitment to employee engagement? I know that there are "the best companies to work for" in various Provinces and in Canada but I'm thinking more of a local, regional level. I'm wondering how those who have done this have gone about it... setting criteria, judging etc.

[Peter Hart]

Great question Carol! I don't know of any and would be interested in knowing if anything is out there.

[Carol Wain]

Since no-one has done this yet, can I ask what criteria you would be looking for if you were to sponsor an award?

[Peter Hart]

Carol

The best person to ask is my colleague Roy Saunderson at the Recognition Management Institute. Roy is one of the judges for RPI's Best Practise Program and is also now involved in IMA's Circle of Excellence Award. I know Roy is away for a couple of days but I'm sure he could give you some very useful guidelines.

I hope this helps.

peter

[Carol Wain]

Thanks Peter... I'll follow-up with Roy when I get back from PPAI

[Roy Saunderson]

Hi Carol:

No I haven’t offered to sponsor an annual award but I have seen many around like yourself highlighted in newspapers or local magazines. National awards certainly focus on things like engagement, financials and other high level metrics. Local awards tend to take on the “best of something” and have fewer and less onerous criteria. Your idea raises the bar at the local level – maybe even preparation for a company in attempting a provincial/state or even national award. Interesting idea!

You are right on target with coming up with criteria and judge selection.

Let’s explore some specifics you need to consider first.

Determine what you bring to the table. The local non-profit organization most likely will not have people resources to take on the whole awards program. You will have to decide what resources you are going to contribute to such an organization – people, time and/or money. And don’t forget the classy looking award!

Know your purpose. You will have to be right up front with the organization as to what your purpose is. Transparency is key here. If you want name recognition publicity along with wanting to help local companies raise the bar, so be it. If you should falter on your agreed purpose then you will face the inevitable negative consequences and shame on you!

Outline the benefits. Best to articulate the WIIFM – what’s in it for me – messaging for the organization you’re helping. This may not have been in their plans so why should they do it now? Create the imagery of how things could change. Spell out how their town or city might attract new employees through such a move? Show how local media can be a part of the team to promote the cause, etc.

Identify the judging criteria. What action do you want to focus on that can be easily and uniformly measured? Define what you mean by engagement so everyone is clear. The biggies of national awards use standardized nomination processes and/or surveys to evaluate and rank order companies being nominated. To make this easy you need to develop quantifiable criteria to score the variables you select. The more quantitative the measures…the better.

Pick me! Pick me! The buzz of this award should be that judges WANT to be on your committee. Odd numbers are best in case a deciding vote is needed. Initially aim for leaders in engagement – consulting companies, academics, and exemplary company leaders, perhaps a media celebrity for some spice…and of course you! Together you will make the qualitative pick after discussing the rationale for everyone’s scores.

Always be improving. Do a post mortem after your first year and be open to feedback on how you can do better next year. Hopefully there will be a next year but better to find out before wasting time and monies again. Allow all nominees to receive both their quantitative scores and qualitative feedback. That’s how they will improve and word of mouth will promote what you are doing by saying “this is a great program to participate in…and you might just get the award too!”

Start small and end big. Don’t try to copy the big guys. Just start small and simple and get a few companies involved and a few people assisting. Nothing ventured, nothing gained. Small towns and cities love traditions and if you can get your award sponsorship going you will have a bunch of admiring fans supporting you.

Hope this helps your cause to get going!

Roy

[Carol Wain]

Roy.... as always... you are a fabulous source of recognition know-how, as well as a very giving, positive and fun person!.

Thank you so much!

See you at RPI in Florida? and/or at IMA in Arizona?

Cheers Carol

[Roy Saunderson]

You're very welcome, Carol.

Not sure about the Incentive Marketing Association conference in Tuscon, AZ yet.

However, I am excited to say I have been asked to deliver a keynote presentation at Recognition Professionals International conference in Naples, FL.

Ciao!

Roy