Holiday Inn Express TV commercials notwithstanding, there’s no such thing as instant expertise. Not even—or especially—when it’s alleged to come from purchasing a complex editing or design tool it can take years to fully master.
Accomplished writers, editors, and designers are out there, but distinguishing the best from the rest can be a challenge. Objective measures of talent and qualifications are scarce and disputable. Managers seeking to fill mid-level or senior staff positions cannot set minimal credential levels, such as CPA or DDS, because few exist in the publications professions.
This is a reason why professionals in our field don’t always get the respect they deserve. Low barriers to entry—no aptitude test or alphabet-soup license required to claim titles—are probably the single biggest factor depressing compensation for publications professionals.
Since objective measures of talent and qualifications are scarce and disputable, what’s a pubs manager to do? Minus a CPA, DDS, or dental hygienist certificate to prove your that applicant has at least minimal skills, thoughtful digging is required.
Academic credentials such as a graduate journalism degree from Columbia University or the University of Missouri are a good start, but that’s all they are. More important is a resume or CV demonstrating real—and increasing—skills, talent, and achievement.
Note that “demonstrating achievement” doesn’t mean logging time served in a position, listing tasks performed, or citing increasingly impressive job titles. Instead, it means having a credible portfolio with clips or links. The New York Times, Wall Street Journal, or publications/media relevant to your needs and niche are nice. But check references to make sure that the impressive copy or design you’re perusing wasn’t a team effort or heavily edited.
Lacking credentials and big name venues, look for an application pitching someone who knows precisely what you need—with more detail than they found in your job description—because he or she has scoured your Web site. Better still, look for the applicants who tell you precisely how they’ll meet that need. Best is when they’ve done it before and can explain why and how they’ll do it for you.
