Going for Certification

By Monica Compton, CMP

The need to receive a certification in the hospitality and meeting planning industry is often debated. Should classroom training precede real-world experience? Or is a formal education more beneficial as a supplement to what you’ve already learned on the job? Do employers hire based on a flurry of certification acronyms after your name or will your experience give you the edge? And if you’ve made the decision to obtain a certification, which one will be the best for your specific job?

The Value Debate

Patti Kennedy, CMP, CMM, was a meeting planner for 20 years before she received her first certification. Although she believes some companies place more emphasis on certifications than others, achieving a certification was not necessary for job advancement.

“I have definitely found that I receive a higher level of respect within the industry by having my CMP and CMM,” says Kennedy, a planner at Infor, a software company. “However, it would be nice to have had some of the scenarios I faced in the real-world experience brought up in a classroom.”

While Kennedy agrees that on-the-job training can’t be replicated in the classroom, she believes it could be “previewed” there, thus better preparing a meeting planner for the workforce.

Alexandra Wagner, a graduate of the University of South Carolina’s School of Hotel, Restaurant and Tourism Administration, agrees that classroom training should include real-life applications. “A good program incorporates these scenarios,” says Wagner, director of event marketing for SunTrust Banks Inc. “Students should have to create menus, manage and execute events.”

Leslie Hettenbach, CMP, CMM, meetings manager for the American Urological Association, was in the industry seven years before earning her CMP and 17 years before earning her CMM. She believes that in current times it is necessary to have a certification in meeting planning to advance in your job but it’s the experience that’s critical to being good at it.

“There are definitely things that you gain from classroom experience such as contract negotiation skills, risk assessment and crisis management,” Hettenbach says. “However, knowing how to deal with all kinds of crisis can really only be learned through experience.”

While Jeannie Battin, CMM, CMP, CTSM, doesn’t believe certification is necessarily the path to job promotion, she does see the value for both the individual and the employer. “Certification is an example of professionalism and commitment to your chosen field and performing at the highest level,” says Battin, senior program assistant at the National Education Association. “These traits will certainly have an impact with an employer or client in considering promotion or expertise.”

For Blanca Ferreris, CMP, CMM, job promotion was directly related to the attainment of her CMP. “I was promoted to my current job and believe this would not have happened without the CMP designation,” says Ferreris, meetings and events manager for the Risk and Insurance Management Society Inc. “The CMP designation gave me the tools I needed to become a team member who was ready to have an active role in my organization.”

Many planners with several years of experience decide to gain certifications later in their careers to keep their skills fresh and update them on industry trends and regulations. Battin has been involved in meetings and trade shows for more than 20 years and added the Certification in Meeting Management (CMM) to her list of credentials this year. Prior to this she had achieved the Certified Trade Show Marketer (CTSM) and the Certified Meeting Professional (CMP) designations.

“I have long held the conviction that skills development outside the job is critical,” Battin says. “I’ve always found a workshop, webinar or similar training to enhance skills.”

However, Gail Meyer, meetings and incentives manager for Mighty Distributing Systems of America, believes that learning “trial by fire” gives planners the ability to think on their feet, which cannot be duplicated in the classroom. Although she has received formal training during the span of her career, the foundation of her experience started at a young age with hands-on learning.

“My parents owned a motel and I worked the front desk as well as cleaned rooms,” Meyer says. “Then in the early ’70s after graduating from a business college, I was a travel agent and learned how to coordinate client vacations from start to finish.”

Whether you have this real-world experience, classroom training or a combination of both, most seem to agree that initiative and a passion for the business are the inherent keys to a successful career.

“You will quickly find out if you’re cut out for the stresses of the business once you start planning meetings,” Meyer says. “If you’re a hard worker, know how to multi-task and have the desire for this field, you can learn on the job; you will advance.”

Choosing a certification

Many planners and suppliers look for a certification that best matches their employment industries and best strengthens their weakest job skills. Those who have logistical responsibilities and are looking to enhance their knowledge of the tactical side of planning would find getting their Certified Meeting Professional a great advantage. CMP applicants must have three years of work experience in the industry or two years of experience if they have a degree in meeting, event, exhibition or hospitality/tourism management. Full-time instructors who have taught for three years in a meeting/hospitality university program also may apply for the CMP.

In addition to work experience, CMP applicants must show evidence of 25 hours of continuing education or must have completed an internship. Certification is achieved by passing a written examination of 165 situational multiple-choice questions. The examination must be completed in three and a half hours in the U.S. and within four hours if English is not the candidate’s first language.

Senior planners and those who have a CMP and are looking to advance to the next level of education often apply for the Certification in Meeting Management designation. This certification focuses on strengthening strategic decision-making abilities to drive the success of the organization. Its goal is to teach industry professionals how to use meetings as a strategic tool within the company. Many professionals seeking management-level positions and those looking to start a business in the industry such as independent planners would find this certification useful.

To apply for the CMM, individuals must have a minimum of 10 years of experience in all areas of meeting management and show evidence of continuing education. Certification is achieved by: attending a five-day program with group coursework; passing an online essay examination one week after the on-site program; and submitting a newly-created business plan within eight weeks.

Those who have a role specifically in the trade show industry might consider the Certified Trade Show Marketer designation. Applicants must have a bachelor’s degree and two or more years of experience in the trade show and events field or three years of experience without a degree. Certification is achieved by completing a curriculum of 28 seminars, which equates to 42 hours of classroom study, and passing a written exam of multiple choice and true/false questions based on the seminar coursework.

Those who are looking to develop their roles in association management might consider the Certified Association Executive (CAE) designation. Applicants must be employed by a nonprofit organization or an association management company within the last five years and have three years of experience and a bachelor’s degree as a chief staff executive at an association, or five years of experience and a bachelor’s degree as an association staff member. Applicants must also have completed 100 hours of professional development. Certification is achieved by successfully passing a multiple-choice exam.

With the exception of the CMM, most designations require that candidates renew their certification within three to five years. Similar to the initial application, candidates must provide evidence of continuing education/professional development and current employment within the industry. Continuing Education Unit (CEU) credits can be achieved by attending industry conferences. The 2010 Connect Marketplace, Aug.12-15 in Louisville, Ky., will feature a full-schedule of educational seminars that qualify for CEUs. For more information, please visit connectyourmeetings.com/2010-connect-marketplace.

Monica Compton, CMP, is an event specialist with Pinnacle Productions Inc. based in Atlanta, Ga. She has 18 years of experience as a global meeting planner, managing a variety of programs both domestically and internationally. She will be a featured speaker at 2010 Connect Marketplace, presenting the topics: “Managing Your Room Block,” “Return on Investment Strategy: Outlining the Value of your Meeting” and “How Cultural Factors Affect Your Planning Process.” Read more about the conference’s educational sessions in “Connect Marketplace 2010: Educational Sneak Preview,” page 127.