In a 40-plus-year career as a third-generation golf course superintendent, consultant, headhunter and entrepreneur, Bruce Williams, CGCS, has picked up a thing or two about what golf courses are looking for in a superintendent.
Williams was on hand recently to share his years of experience with dozens of would-be greenkeepers at this year's Northern California Golf Association Assistant Superintendent Boot Camp. His advice included scripting the perfect resume, interview tips, what to wear to an interview and to work after and general know-how on separating from the pack.
"You have to look the part if you're going to be part of the golf facility. You have to look the part if you want to go up the ladder," Williams said. "People doing the interviewing are going to think more highly of someone if they are dressed the part. But you must have substance behind that appearance."
Assistants who expect to succeed in a world that includes ever-increasing golfer expectations for premium conditions, shrinking budgets that mean doing more with less and a profession that lacks employer loyalty should have a career plan and regularly review it, said Williams. He should know. He spent 21 years as superintendent at Bob O'Link Golf Club in Highland Park, Illinois and nearly 13 years at The Los Angeles Country Club.
"Have a plan," he said. "Know where you are, where you want to go and what you need to do to get there."
With nearly 20 years a principal in the headhunting firm Executive Golf Search that specializes in matching employers with top-flight agronomists, Williams said nowadays a vacant superintendent's job might generate as many as 200 resumes.
Each resume he receives immediately is placed into a pile.
"There are those that absolutely no way in hell will get an interview, those who maybe will get an interview and those who highly likely to get an interview. You don't want to be in that pile that is the crapola pile," he said. "You have to separate yourself from the pack."
That includes having someone else proof your resume for spelling and grammar.
"If you don't care enough to get it right, why should I care enough to hire you?" he said.
More than anything, Williams said, clubs want someone they know can manage a diverse staff and stay within budget while producing the best possible conditions.
"You have to be able to communicate your skills," he said. "They don't want to hire a professional cup cutter. They want people who will manage, lead and train."
David Robinson, CGCS, senior director of golf and grounds for Marriott Golf, echoed Williams' sentiments about the importance of career planning and regularly reviewing that strategy to ensure you are on track. To hammer home his point he even quoted late Baseball Hall of Famer Yogi Berra who was credited with saying "If you don't know where you're going, you might wind up someplace else."
He also told attendees to broaden their skill set, and "go outside your comfort zone with everything."
Polishing those communications skills is especially important, he noted.
"For example, it's easy to sit back at a conference like this and not participate," Robinson said. "I'm one of those people who enjoys getting up in front of people and talking. I might not be that great at it, but I enjoy doing it."
For those frightened by speaking in front of large groups at events like assistant superintendent boot camps or green committee meetings, there are ways to become a better communicator, such as joining Toastmasters, a nationwide club that exists solely to help people become better at public speaking.
"Of the hundreds of interviews I've been part of, I've never heard anyone say they should hire someone because he can grow grass better than the competition," Williams said. "It's their golf course, and they are proud of it. They are going to want to like you.
"Rarely do I go into a superintendent search and find out the previous superintendent is gone because grass is dead. The No. 1 thing I hear is that he was not a good communicator."
Both speakers also underscored the importance of networking.
"You're more than likely going to get that next job because of someone you know," Robinson said. "That's just the way the world works."
Williams agreed.
"You look around the industry and you think that there are all these people with great jobs who are lucky. You have to make your own luck," Williams said. "That means developing your network. Get to know the movers and shakers of this business. It's not what you know. It's who you know and who they know that will connect to help you get that job."