How to Identify Expertise: Who qualifies as an Expert?

Feb 18, 2022

4 min

Peter Evans



When you’re first introduced to expertise marketing, it can be hard to fathom that there are invisible experts hiding within your organization. We tend to think of experts as a small group at the top but in reality, that’s just the tip of the iceberg. Across your teams and departments, there are a variety of people with the skills, knowledge and experience to support meaningful conversations with target audiences. Their untapped expertise has the potential to build trust with key prospects and ultimately, creates new opportunities for revenue.

The problem is that many organizations are unsure of how to assess expertise. To help you identify these invisible experts and their role in your expertise marketing program, we need to ask a couple of questions. For starters, what makes someone an expert?


The 7 Attributes of Expertise


By definition, an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications are a starting point for expertise, many disciplines don’t have a set list of criteria to measure expertise against. There are many dimensions of expertise that relate not just to the working proficiency of an expert in their field but also to the degree of influence and authority they have earned within their profession or community of practice. Because of this, expertise is often looked at as a person’s cumulative training, skills, research and experience.

What’s important to consider is all of the roles that the people in your organization can play. While many of these people have put in their 10,000 hours, not everyone is wired to speak on podiums or to the media. But they still hold incredible value – from the perspectives they can help you research and develop to the content they can help produce. Here are some of the key attributes to look for in assessing the various roles for your people as you formulate an expertise marketing plan:


  1. Authority: Has a reputation with an audience as a go-to source for perspectives
  2. Advocate: Demonstrates a commitment to a community of practice to help advance their field
  3. Educator: Teaches and inspires on the podium or in the classroom
  4. Author: Develops content to establish their reputation and reach a broader audience
  5. Researcher: Generates unique insights through their research or field work
  6. Practitioner: Actively builds knowledge in a specific discipline or practice area by providing services
  7. Graduate: Has formal education or gained experience to achieve proficiency on a subject

Now that we know there are several attributes that make up expertise, we need to understand how we can leverage these people for your expertise marketing program. This brings us to our next question: How do these experts fit into the bigger picture?

 

The 4 Levels of Expertise


Understanding how to promote expertise is a fast emerging area for organizations – and it’s certainly more ambiguous than the linear career paths and job titles we’re used to. When we think of which experts are most accessible to our audiences, it’s important to know that visibility is not directly correlated to seniority or authority in an organization. Professionals at various levels of skill, knowledge and experience are now using social networks and personal branding to promote their own expertise outside of their organizations. This means that a tenured professor with years of experience and a researcher could both be at the same level of “visibility” in their organization.

Because visibility also considers the individual’s personal agenda and drive for recognition, many employers agree they have to do a better job of assessing and nurturing expertise to make it more visible. The following framework provides some guidance for organizations looking to take inventory and develop a path for the people focused on developing relevant content and building market visibility with a variety of audiences.



Now that we’ve provided a broader picture of what expertise looks like, it’s time for you to ask, “How does my organization stack up?”

 

Bench Strength: Taking Stock of Expertise Across Your Organization


Expertise at all all-time premium for audiences so it’s critical for organizations to understand how their collective expertise can be channeled into meaningful and profitable conversations. As you’ve read through the different attributes and levels of expertise, you probably found yourself creating a checklist of people in your organization that may have otherwise been overlooked but it’s important to note that recognition is just the first step. Mobilizing expertise marketing takes internal buy-in and investment from the senior members of your organization ­– and they will want to see the proof.


The Complete Guide to Expertise Marketing


For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy

Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation

You might also like...

Check out some other posts from ExpertFile

3 min

The Hidden Power of Invisible Experts

In a fast-moving landscape shaped by AI, hybrid work, and constant information shifts, organizations can’t afford to overlook their own expertise. Yet many still do — because the most valuable voices are often hiding in plain sight. We call them "invisible experts". These aren’t just the well-known thought leaders or executives quoted in media. They’re the researchers, engineers, clinicians, analysts, and project leads quietly shaping strategy, driving innovation, and influencing outcomes every day. They have deep knowledge, practical insight, and the credibility to build trust — but they’re often left out of the spotlight. And that’s a problem. --- The Expertise Gap Many organizations, both corporate and institutional struggle to define what makes someone an “expert”. Without a clear framework, expertise is often equated with job title, seniority, or public visibility. But in reality, expertise is multidimensional. It includes formal education, yes — but also lived experience, community influence, original research, and the ability to explain complex ideas clearly. If your organization wants to stay competitive, earn media attention, attract speaking engagements, partnerships, or influence your industry, you need a deeper bench of visible expertise. And it starts by identifying who your real experts are — not just the obvious ones. --- 7 Dimensions of Expertise Here are seven ways to think about expertise beyond the traditional credentials: Authority – Known as a go-to source in their domain. Advocate – Actively supports and elevates their professional community. Educator – Shares knowledge through teaching, speaking, or mentoring. Author – Publishes original insights or thought leadership content. Researcher – Contributes new data, analysis, or findings in their field. Practitioner – Applies knowledge in real-world contexts daily. Graduate – Has academic or technical training in a focus area. Not every expert is made for the stage or the media spotlight — and that’s okay. Some are best behind the scenes, helping create compelling content, briefing spokespeople, or surfacing insights from the field. Your job is to recognize the different ways people can contribute and make that part of your strategy. --- Visibility ≠ Seniority In the era of LinkedIn, personal branding, and AI-powered content, professional visibility is no longer tied to hierarchy. A mid-career professional, with a sharp take on current events might be more discoverable — and more in demand — than a long-tenured exec with little digital presence. That’s why organizations need to shift from thinking about expertise as a ladder, to thinking of it as an ecosystem. Not every expert wants to build a personal brand, but many are ready to contribute — if they’re supported and recognized. Here’s the truth: If you don’t tell your story, someone else will. And if you don’t help your experts show up in the right places — search engines, newsrooms, speaker directories, donor meetings — opportunities will go elsewhere. --- Give Your Experts a Digital Home Even after you've identified your internal experts, the next question is: Where do they live online? Too many organizations treat expert content like an afterthought — scattered across bio pages, outdated PDFs, or buried in press releases. To unlock the real value of your expertise, you need to give it a proper home. That means: Expert Profiles that showcase credentials, insights, and media-friendly info Expert Posts that surface their latest research, commentary, and thought leadership Searchable Directories that help media, partners, and the public find the right voice fast Inquiry Management tools that streamline incoming requests and drive results A centralized platform makes it easier for both internal teams and external audiences to discover, engage, and activate your expertise — whether it’s for media interviews, event invitations, donor conversations, or strategic partnerships. Without it, you're leaving visibility and value on the table. --- Is Your Organization Ready? Expertise is one of your most valuable and underutilized assets — but turning it into impact requires more than a list of names. You need to take stock of your internal bench strength, identify the experts who are ready to lead, and invest in the systems that make their voices heard. Start by asking: Who in our organization has untapped insight? Who’s already engaging audiences but flying under the radar? What tools, platforms, and support can we provide to amplify them? Recognizing your invisible experts is just the first step. Giving them a digital home and helping them engage with the right audiences — that’s how you turn knowledge into opportunity. Learn more about how ExpertFile helps organization's shine the light in these Invisible Experts.

1 min

ExpertSpotlight: The Ottawa Treaty, the Anti-Personnel Mine Ban Convention

The Ottawa Treaty, formally known as the Anti-Personnel Mine Ban Convention, stands as one of the most impactful humanitarian disarmament agreements of the modern era. Signed in 1997 and led by Canada, the treaty prohibits the use, stockpiling, production, and transfer of anti-personnel landmines—deadly remnants of war that continue to kill and maim civilians decades after conflicts end. The treaty’s global significance lies not only in its lifesaving goals but also in how it redefined international diplomacy by empowering civil society and survivors in disarmament efforts. As ongoing conflicts and global security threats evolve, revisiting the treaty’s legacy and future relevance is more important than ever. Journalists may find timely and meaningful angles through: The origins of the Ottawa Treaty and Canada’s leadership in humanitarian disarmament The continuing global impact of landmines and the status of mine clearance efforts Survivor stories and the long-term effects of landmine injuries on communities How the treaty reshaped international diplomacy and civil society’s role in negotiations The intersection of armed conflict, environmental degradation, and unexploded ordnance Countries that have not joined the treaty and the geopolitical implications This treaty is a powerful example of global cooperation aimed at protecting civilians, offering rich opportunities for human-interest stories and international policy analysis. Connect with our experts about the Ottawa Treaty and landmines Check out our other experts here : www.expertfile.com

1 min

A New Pope Has Been Chosen - Connect with Our Experts if You're Covering

White smoke has risen above the Sistine Chapel, the signal that cardinals have chosen a new pope on the second day of the conclave. Who is Leo XIV and what is is history as a Catholic leader? What will his mission be for a flock of close to 1.5 billion Catholics? And what issues will he inherit in his new  role to navigate. There are a lot of angles to cover - so connect with our experts today for your questions, coverage and ongoing stories: Check out our other experts here : www.expertfile.com

View all posts