For businesses, whether large or small, solopreneur or with employees, a key to success is credibility, and a cause of failure is a lack of credibility.
In the olden days of editing, credibility meant proven knowledge of subject matter and proven grasp of the fundamentals of language and language usage. I recall being both interviewed and tested before being hired as a freelance editor for a publisher. I also recall how difficult it was to get added to a publisher’s list of approved freelancers.
Over the ensuing years, I have noted a change. The staffs at publishers have diminished in numbers yet workload has increased. An early casualty of this numbers change was the interview. Increasingly, publishers relied on the resume and the test. With the rise of the Internet, some publishers added to the mix a quick look at the freelancer’s website. (Of course, it didn’t help that the people responsible for hiring freelancers had tenuous editing and interviewing skills themselves.)
Today, credibility seems to mean something different than what it meant in my early freelancing days. Today, credibility’s meaning seems to change like a chameleon. Credibility appears to mean different things at different times and for different reasons. I find that some clients are only interested in what books I have edited; others have scrutinized my website or read my LinkedIn profile or even the An American Editor blog; others want a test completed. These people, if they have not worked with me before, are contacting me based on my reputation, not on my credibility.
Credibility and reputation, although similar, differ in their audience. Reputation is addressed to the broader audience, which can include clients and prospective clients; credibility is what is built up with individual clients. Each includes the other, but which is in the dominant position depends on the audience. Prospective clients who are searching for editors search based on reputation; they lack the direct experience with an editor to test the editor’s credibility. Clients who have worked with particular editors before offer work to an editor among that group based on the editor’s credibility.
I have been contacted about editing because clients have looked at my website, especially the list of past projects, or read my LinkedIn profile, or this blog, which are advertisements for me, and decided that I would be a good fit for their needs. But what they do not do is interview me, and often do not test me. They are relying on my reputation without any sense of my credibility, except for that sense that can be garnered by looking at my past projects and equating the past projects with the notion that I must be credible.
With the rise of the Internet, substitutes for traditional methods of hiring have also risen. How well these substitutes work remains unresolved.
Years ago I hired freelancers based on their resumes and an interview. I rapidly discovered that not requiring a test, too, was a mistake. Today, whether I require a test depends on how well I know the freelancer and the freelancer’s work, which brings me back to the matters of reputation and credibility.
There are many types of freelance editors, but in broad terms, editors fall into two basic types: those who do everything that comes across the transom and those who “specialize,” focusing on narrower areas. Similarly, reputation and credibility come in multiple flavors, but in the broadest senses there are reputation as an editor and credibility in editing and credibility in subject-matter editing. My observation is that the greater opportunity to build credibility lies with the specialists who can build credibility in both editing in general and in subject-matter editing, but within a tighter knit community of clients and potential clients.
Credibility and reputation are important because of the strength they give me when I negotiate terms for a project. The stronger my credibility and reputation are in relation to the project under discussion and the client with whom I am negotiating, the greater the likelihood that my complaints, concerns, and objections will be considered seriously and dealt with in a manner satisfactory to me.
We all recognize the importance of reputation, but not necessarily the importance of credibility. How important is credibility? Credibility is the handmaiden of opportunity and reputation’s sidekick. As credibility increases, so does positive reputation. The greater one’s credibility and reputation as an editor, the more opportunities that will present to the editor, which means the greater the likelihood of meeting or exceeding one’s goals.
In addition, the greater one’s credibility, the less argument one gets about editing decisions. When I first started as a freelance editor, I had little credibility. As a result, many of my editorial decisions were questioned; I was asked to justify them, and my client would then decide whether my decision was “correct or incorrect.” As my credibility and reputation grew, such questioning decreased. Now I am rarely asked to justify a decision and am usually given broad instructions, with the application of those instructions left to my discretion.
In other words, I went from an editor whose work was to be watched and carefully reviewed to an editor who could be relied on to deliver high-quality work.
When I am asked if I am interested in undertaking a project, the client tells me what they are hoping for. When I review the project and say that, for example, the desired schedule cannot be met unless certain adjustments are made, my clients generally try to work with me rather than tell me that there is no latitude or that they will find someone else. This cooperation, which is good for both the client and me, is a direct result of my credibility with the client.
Reputation and credibility also serve as magnets to draw new business. As word spreads, the greater the likelihood that I will be on someone’s radar.
With every project that I undertake, my goal is twofold: to further reinforce my reputation as an outstanding editor and to build credibility with the particular client so that the client will turn to me first for all of its editorial needs. I know whether I have succeeded in attaining these goals by the quantity and quality of the requests I receive for my editing services and by how negotiations on new projects go.
Richard Adin, An American Editor