Oh no, you can get a medal for lots of things aside from bravery. I don’t imagine any military would be handing out the equivalent of Victoria Crosses to just anyone. But you gotta pump up those chests, especially the officers, and make them shine and impress. Years of service, efficiency, being at x y z campaign, hours served, being wounded, and so on, all medal worthy. The people who are in know what to be impressed by, as do those who have got out of it.