Are Workplace Awards Still Worth It? Millennial Professionals Weigh The ROI Of Recognition

Forbes

15-07-2025

Raised in an era defined by hustle culture, LinkedIn humblebrags, and glossy "30 Under 30" lists, many millennials have internalized professional accolades as currency. But in a post-pandemic, DEI-backpedaling, results-over-resumé landscape, some are asking: is chasing workplace recognition still worth it?
Elder millennial Dreena Whitfield-Brown, founder of the award-winning agency WhitPR, thinks the answer depends on who's watching. When she was named to Inc.'s 2025 Female Founders 500 list this April, she knew it would mean more to potential clients than it would to friends or family. 'Other women in business, this is a big deal. But my mom is just like, 'Oh, that's great, you've already gotten stuff like that.'' she says. 'To clients though, it provides a sense of validity. It lets them know we're a legit business that knows what we're doing.'
Dreena Whitfield Brown
That validation has real-world implications. Whitfield-Brown notes that awards act as door openers: 'A client I was trying to close who'd been ghosting me suddenly reached back out—after seeing the award post on LinkedIn.' She's not alone. In many relationship-driven industries, accolades are more than a pat on the back—they're a form of social proof.
But the cost—both in time and money—isn't small. Between prepping thoughtful application responses, organizing financials, and covering fees (sometimes hundreds of dollars), the ROI isn't always clear. That's why Whitfield-Brown strategically earmarks awards under her agency's marketing budget, aiming for high-impact recognition rather than quantity. 'We're only going after awards that make the most sense for positioning either me or the firm,' she says. 'And we're mindful about sharing them with the right audience.'
Still, for many professionals, especially Black women navigating spaces not built with them in mind, recognition can be bittersweet. 'When I started my company, a lot of women in PR were not nice to me,' Whitfield-Brown reflects. 'They were territorial. So when I started getting these recognitions, it made them finally pay attention.' Despite that, it hasn't necessarily fostered new partnerships. 'I just get random messages like, 'Hey, we should reconnect.''
Career coach Katrice Miller has seen similar dynamics unfold with her millennial clients. 'A lot of them have the awards, the advanced degrees, the polished bios, and they're still getting rejected,' she says. 'They start to question everything: Was the award worth it? Did I pursue the right degree?' For some, Miller explains, accolades become branding flexes that don't necessarily translate into professional leverage—especially when experience and problem-solving skills are more prized than ever.
She urges professionals to reframe their approach: 'Awards don't get clients. Outcomes do. Clients want results, not credentials.'
That reframing is particularly crucial in today's job market, where economic instability has forced many professionals to reevaluate what they actually value. 'There's more emphasis now on quality of life and meaningful work,' Miller says. 'Millennials are realizing that prestige for prestige's sake may not be enough.'
So what's the verdict? For entrepreneurs like Whitfield-Brown, who balance authenticity with strategy, accolades still have a place—especially when used as leverage for business growth. But both women agree that the recognition alone won't sustain a career. As Miller puts it: 'Be proud of what you've achieved. But ask yourself—how are you turning that recognition into impact?'