Many organisations decide to enter a business awards programme because they feel proud of the work they have done. A successful project, a strong campaign, a team that delivered results. All good reasons.

But once the entry is submitted, another question appears.

What do judges actually look for?

At the International Brilliance Awards™, entries are reviewed by professionals who have spent years working in their fields. They read many submissions. Some stand out immediately. Others feel less convincing.

The difference is rarely about writing style or presentation. More often, it comes down to the story behind the work and the evidence that supports it.

Below are some of the things judges often pay attention to when reviewing an award entry.

A Clear Idea Behind the Work

Strong entries usually begin with a clear idea.

Judges want to understand what the organisation was trying to achieve and why the project mattered. A campaign, programme, or initiative should address a real challenge or improve something that already exists.

Entries that explain the situation honestly tend to feel stronger. What challenge existed? What needed to change? Why was this particular approach chosen?

A simple explanation often works better than long descriptions.

Real Results

Results matter.

Judges reviewing the International Brilliance Awards™ look for work that has made a measurable difference. This might be seen through growth, engagement, improved processes, stronger communication, or better organisational performance.

Numbers can help, but they do not need to be complicated.

Sometimes a few clear results explain more than several paragraphs. An increase in employee engagement, improved customer feedback, or clear business outcomes can show the real impact of a project.

Judges want to see that the effort produced meaningful results.

Evidence That the Work Was Delivered Well

An idea on its own is not enough. Execution matters.

Entries should explain how the work was carried out and how the team approached the project. This might include planning, collaboration between teams, or the way a campaign or programme was introduced.

Judges read many submissions, so clarity is important. When the process is explained clearly, it becomes easier to understand what the team actually did.

This is often where a winning award entry begins to stand apart.

Original Thinking

Some entries present familiar approaches. Others bring something different.

Judges often notice when an organisation has taken a thoughtful approach or tried something new. It does not need to be dramatic or complex. Sometimes originality comes from solving a problem in a practical and well-considered way.

What matters is whether the idea feels appropriate for the challenge the organisation faced.

Honest and Clear Writing

Many judges quietly say the same thing.

Entries that are easy to read are easier to evaluate.

Long technical descriptions or overly formal language can make strong work harder to understand. Clear writing allows judges to focus on the project itself rather than trying to interpret complicated explanations.

The goal of an award submission is not to impress with language. It is to explain the work clearly.

A Sense of Impact

Finally, judges often look for impact.

What changed because of the project?

Did the work improve something within the organisation? Did it influence teams, customers, or the wider industry? Even small changes can be significant if they are meaningful.

Entries that show this clearly tend to stay in a judge’s mind longer.

Recognition That Reflects Real Work

The International Brilliance Awards™ recognise organisations and individuals whose work demonstrates leadership, creativity, and measurable results. Each entry is reviewed by an independent judging panel with experience across HR, internal communications, marketing, and business leadership.

For many organisations, preparing an entry becomes a moment to reflect on what their teams have achieved and how their work has shaped the organisation.

Entries for the International Brilliance Awards™ 2027 are now open, welcoming organisations and teams from around the world who wish to present their work for recognition.

More information about the awards categories and entry process can be found at BrillAwards.com.

Understanding the Judging Process: Frequently Asked Questions

What makes an award entry stand out to judges?

Judges usually notice entries that explain the work clearly and show real results. A strong award entry describes the challenge, the idea behind the project, and what changed because of the work. Judges reviewing the International Brilliance Awards™ also look for evidence that the project had a measurable impact within the organisation or industry.

Do judges focus more on the idea or the results?

Both matter. A good idea is important, but judges also want to see what happened after the idea was put into action. In many business awards, including the International Brilliance Awards™, the strongest entries show how the idea was implemented and what results were achieved.

How important are measurable results in an award entry?

Results help judges understand the value of the work. Numbers, improvements, or clear outcomes make it easier to see the impact of a project. A winning award entry often includes simple, clear evidence that the project delivered meaningful results.

Do judges prefer complex projects or simple ideas?

Judges do not necessarily favour complicated projects. What matters more is whether the idea solved a real problem and whether it was delivered well. Some of the most effective award-winning entries come from practical ideas that were implemented thoughtfully and produced clear results.

What are common mistakes organisations make when submitting award entries?

One common mistake is focusing too much on background information and not enough on the results. Another is writing entries that are difficult to follow. Judges reviewing business awards entries appreciate submissions that explain the work clearly and stay focused on the most important points.

How can organisations improve their chances of submitting a strong award entry?

The best approach is to describe the work honestly and clearly. Explain the challenge, what the team decided to do, and what changed as a result. Judges reviewing the International Brilliance Awards™ look for work that demonstrates leadership, creativity, and real impact.