It’s that time of the year again tuxedos are being dry-cleaned, banners printed, hashtags rehearsed, and PR teams sharpening their “We’re humbled and honored” captions.
Yes, ladies and gentlemen, it’s award season in Africa!
From “CEO of the Year” to “Most Inspirational Janitor,” every industry is throwing glitzy events and everyone wants to go home with a golden trophy, even if they borrowed the suit and the speech.
But before you RSVP to that black-tie dinner, let’s talk about what’s really happening behind those shiny plaques and flashing cameras.
The “Madhodha Holdings” Scenario
Picture this.
Madhodha Holdings a company that hasn’t paid its workers since June suddenly wins “Employer of the Year.”
The CEO is on stage, thanking God, the ancestors, and his “dedicated staff” (who are currently watching from home, hungry, but motivated to update their CVs).
The judges clap. The sponsors smile. The audience sips free juice. And social media goes wild:
“Wow! Congratulations to a company setting standards in corporate excellence!”
Standards in what? Salary delay management?
This, my friends, is the African corporate awards circus in full swing.
Who Deserves the Award or Who Paid for It?
Let’s be honest. In most of these so-called awards, it’s not merit that wins it’s money.
The “Best Company of the Year” often goes to the biggest sponsor of the event. The Most Innovative Brand is the one that printed the event flyers.
You’ll even find a “Lifetime Achievement Award” being handed to someone who’s only been in business for two years because they “inspired the youth” with motivational posts on Facebook.
Before you jump to register for one, ask yourself:
- What have we achieved this year that truly deserves recognition?
- Who is on the judging panel and what’s their track record?
- What values does the awarding body stand for?
Because some of these “award boards” have less credibility than a WhatsApp investment group.
Reputation Is Everything
Some awards can actually damage your brand more than they elevate it.
You’ll see a “Business Excellence Awards” logo, but a quick Google search shows the organizers were trending last year for scamming small businesses out of “nomination fees.”
So before you post, “We are proud to announce we’ve won Company of the Year!”, remember not all trophies are worth displaying. Some belong in the recycling bin.
Internal Awards: Even the Office Cleaner Deserves Honesty
And companies, let’s turn the camera your way too.
When you give “Employee of the Month,” are you rewarding based on performance or attendance?
Because some of you are out here giving awards to people who simply show up (and scroll TikTok from 8 to 5).
Let’s start setting real KPIs: performance, innovation, teamwork, and attitude. Don’t hand out awards just to avoid conflict you’ll end up promoting mediocrity faster than excellence.
Final Thought
Awards are beautiful they motivate, inspire, and build reputation.
But they should be earned, not bought, and celebrated for impact, not influence.
So before you shine your shoes for the next “Prestigious Business Gala,” ask yourself:
“Are we going there to be honored or to decorate someone’s sponsorship list?”
Because in the end, the best award your company can win is profitability, credibility, and integrity.
Everything else is just glitter.
By The Chartered Vendor
#AfricanBusiness #EntrepreneurLife #CorporateAwards #LeadershipLessons #BusinessIntegrity #ZimBusiness #TruthOverTrophies #GoldenTalks
