Why Care Awards Are About More Than Trophies

‍

In care, reputation is everything. Families need reassurance that they’re choosing a safe, welcoming provider. Staff want to feel proud of where they work. Communities love to see genuine care being recognised.

That’s why awards matter. They signal credibility, recognition, and trust.

Events like the Care Home Awards and Home Care Awards are about more than celebration — they show the sector, and families, that what you’re doing stands up to scrutiny. That you’re not just claiming to deliver excellent care, but that others have judged it and agreed.

Why entering matters

There’s a myth that awards are only for large providers. In reality, smaller independents often stand out because they can showcase stories larger groups can’t: personal touches, deep community connections, and the individuality of their service.

Helen Warrilow from SPL Events, who run both the Care Home and Home Care Awards, explains it well:

“Awards are not just a pat on the back. They’re an external validation of the hard work being done every day. Families want to know they can trust you, and third-party recognition helps reduce the perceived risk when they’re making such an emotional decision.”

That idea of reducing risk is critical. For a family, choosing care isn’t like booking a holiday or switching broadband. It’s one of the biggest, most emotional decisions they’ll ever make. Anything that removes doubt becomes a powerful motivator to reach out.

Research shows three-quarters of consumers are more likely to choose an award-winning organisation, even if they don’t know the full details behind the award. For care providers, that can mean the difference between a family contacting a competitor or picking up the phone to call you.

The value of the process

Winning isn’t the only benefit. The process of entering is valuable in itself.

Managers often say that writing entries forces them to step back and reflect: What’s changed in the last 12 months? How have we improved training, activities, or facilities? Which stories of staff going above and beyond deserve to be told?

That reflection builds pride among staff, residents, clients, and families, reminding everyone of the difference they’re making day to day. Just as importantly, it often highlights a provider’s real strength, those unique practices that set them apart. Beyond helping to shape a stronger award submission, those insights can influence future strategy and clarify what makes an organisation stand out.

What makes an entry stand out

The strongest applications aren’t spreadsheets of stats. They’re stories. Judges respond to human detail: a resident who flourished thanks to a new activity, a client who felt more independent, a carer who transformed someone’s day, or a family who felt supported at a difficult moment.

Numbers and evidence matter, but they should support the story not replace it. As Helen Warrilow says, it’s real stories backed with testimonials, photos and tangible results that make the biggest impression.

Using recognition well

Being shortlisted is a major achievement and a live trust signal. Families notice. Staff notice. Communities notice.

Providers who use it well weave it into everyday communication: finalist logos on websites and brochures, posts on social media, updates in newsletters, photos from the awards day. It becomes part of the organisation’s story, a constant reminder that their work is seen, valued, and respected.

And it works. Studies show that even a nomination builds trust, because it signals that peers and experts recognise your standard of care.

More than a trophy

Ultimately, awards are just one piece of the wider trust picture. Families will always look at CQC ratings, reviews, and word of mouth. But awards add another layer of credibility and that independent recognition gives families reassurance and another reason to reach out. 

As Helen Warrilow puts it:

“Awards are about shining a spotlight on the best in the sector not just to celebrate, but to give families the reassurance that excellent care is being delivered.”

Key dates

• Home Care Awards 2026
  
  
  • Entries close: 30 November 2025
    
    
  • Winners announced: 6 March 2026 at the National Conference Centre, Solihull
    
    
  • For questions, contact: olivia@sppl.events
    
    
• Care Home Awards 2026
  
  
  • Entries now open
    
    
  • Closing date: 31 January 2026
    
    
  • Full details: Care Home Awards Website