Celebrating Talent: Just How Should Employers Acknowledge Good Work?

A common complaint from human beings everywhere is simply the fear of being overlooked or forgotten. So it stands to reason that few of us are immune to the effects of praise from bosses, colleagues and corporations, even if short-lived. But are plaques, trophies and merit badges what we seek, or something a bit more substantive?

“In my business, it’s not the ‘things’ that are important,” says Ben Borne, President and COO of SymmetryPR. “It’s building a culture that recognizes that everyone in the company, regardless of its size and purpose, isn’t overlooked or taken for granted. The secret is praise must be authentic. It may come as a bit of a surprise to the bosses, but your employees know who you are, deep down. You can’t fake it.”

Borne and his partner Melody Lynch are co-owners of SymmetryPR, a communications and PR consultancy headquartered in Saskatoon. Both have Communication Management Professional (CMP) designations, with Borne also recognized as Canada’s first Indigenous-certified CMP.

In addition to the everyday challenges of the industry, SymmetryPR also teaches individuals and companies about truth and reconciliation, Indigenous communications and engagement. Borne says, “There’s much that can be learned from Indigenous people about history, the economy and relationships. But in our profession, you’re always going to be confronting prejudices and assumptions, whatever the issue.”

Depending on the raison d’être of the business, of course, it’s fair to say that marketing and advertising departments in many large companies are often perceived as coming from the “soft” side of the industry. But those opinions have almost certainly disappeared in contemporary life, where facts and “alternative facts” can so easily collide. Verifiable and supportable data in the communication arts is more important than ever.

“Contrary to what some still believe, marketing and communications professionals in today’s world are expected to demonstrate results,” Borne says. “It’s fair to say that there remains a stigma to the acronym PR, but this isn’t Mad Men anymore. It’s not about making an effective pitch or presentation. And with the advent of digital communications and the opportunity of tracking the value of its elements – such as likes and shares on a tweet, the number of views on a YouTube video – clients expect you to demonstrate your effectiveness, which is a good thing. Marketing and advertising groups from previous generations knew their contributions were valuable, but they didn’t have the data to back it up. Not so today! There’s an expectation to deliver accurate and granular data that can align with a company’s mission and goals.”

On acknowledging talent, Borne says, “Companies can do better by continuously demonstrating that they value their staff’s contributions, and employers should continue to make an investment in that area. Employees, regardless of where they live in the company structure, want to be recognized by being acknowledged and not necessarily receiving the fancy awards. It’s just human nature.”

Under the Influence

Now heading into its 18th year, Under the Influence with Terry O’Reilly remains one of the most popular broadcasts on CBC Radio. Although he’s worked as an entrepreneur for most of his adult life, O’Reilly still remembers his days working for an ad agency.

“Retaining good people is always difficult in any company, and I think a big part of that is knowing how to celebrate talent,” O’Reilly says. “I benefited from having some great bosses along the way. At one of the agencies, leaders would host ‘town halls’ on Friday afternoons, where the bosses would celebrate their employees’ work in front of everyone. It’s a small thing, but it’s a big thing because, after all, it’s your boss. So when the boss is waving around your work and saying how much he loves it, that’s pretty motivating. And getting a round of applause from your peers always went a long way.”

Occasionally contested, perhaps in public companies more than private, are the out-of-town conferences. But O’Reilly is quick to point out, “One of the agencies I worked for would occasionally send us to advertising conferences – like Ad Age in New York, which at the time was a three-day event. In addition to other benefits, it was really meant as an acknowledgement of your contributions and went a long way in terms of recognition. These conferences, many of which still exist everywhere, were great learning experiences – excellent speakers and great workshops and all on the agency’s dime. That did count.”

O’Reilly adds that entering work into ad competitions can go a long way in recognizing employees. “In our business there’s just so much rejection, so it says a lot when an agency enters your work,” he suggests. “And these award shows are kind of like instruction manuals. It’s a way of looking at some of the best material from around the world – where you get the chance to reverse engineer the thinking, from initial strategy to final concept.”

“Your company’s culture is your competitive advantage,” O’Reilly concludes. “Your competitors can copy your look, your pricing, other aspects of your business’s success, but they can never copy your culture. And the proof is in the pudding. There’s a lot of turnover in the marketing, communications and advertising business, so encountering a company with long-term employees speaks volumes.”

Trophy Culture

We could all argue whether praise and acknowledgements are just a little too widespread and congratulatory. The old adage of everybody gets a “trophy” is still hotly debated among parents and childhood educators. But earned acknowledgement is another thing, and employees can be overlooked in business culture – easily forgotten for the value of their contributions. Perhaps the best advice? Skip the mugs, T-shirts and tchotchkes. If you’re in the authority business or in charge of other people in any way, it might be time to change your approach. Acknowledging good work should become part of the fabric of daily working life – not just from managers, but from peers and colleagues as well.

Authenticity matters, but there are no bestsellers or business degrees that can teach it.

Written by James Peters