Professional IT Certifications and the Seductive Power of Similarity

Professional IT certifications act as a powerful psychological mechanism that helps foster a connection between the certification holders.

The usefulness of professional IT certifications is the subject of many debates. Many see certs as a validation of the person’s knowledge, while others only perceive them as indicators of one’s ability to pass an exam or sit in a class. I enjoy earning certifications because they provide concrete milestones that encourage me to learn and expand my skills. Not all certifications are created equal and I value some more than others. (In particular, I’ve come to appreciate GIAC security certifications by SANS Institute, where I teach.)

In addition to the other roles that professional IT certifications play, they also act as a signaling mechanism, indicating that the certification holder at least has an interest in a particular topic and invested some effort into developing the associated skill set.

Perhaps more interestingly, by earning a particular certification, the individual obtains a trait that allows him to have something in common with other members of the community. This small element of similarity can have a strong impact on how individuals establish initial rapport.

The book Click: The Magic of Instant Connections by Ori and Rom Brafman shows that even small shared traits, such as having the same Zodiac sign, coming from the same hometown or rooting for the same sports team, make it more likely that people will “click” with each other. The authors call this the similarity effect.

For instance, one of the studies described in the book involved individuals raising money for a charity. The average contribution doubled in size when the donor happened to have the same first name as the person asking for the donation. In fact, in a dating study described in a book, it didn’t matter which topics the people had in common: “Sharing a strong dislike of fast food, for example, was just as powerful a predictor of attraction as favoring the same political party.”

Similarly, professional IT certifications provide an additional opportunity for the individuals to share a trait. Having commonality increases the likelihood that the individuals will “click” with each other.

One of the studies described in the book indicated that the uniqueness of the shared trait affects the strength of the connection: the smaller the group, the stronger the connection. Therefore, I expect that the more exclusive the certification, the stronger the similarity effect. I know I feel much closer to holders of the GIAC Security Expert (GSE) certification—less than 200 individuals as of this writing—than the more numerous CISSP holders.

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About the Author

Lenny Zeltser is a seasoned business and technology leader with extensive information security experience. He builds innovative endpoint defense solutions as VP of Products at Minerva. He also trains incident response and digital forensics professionals at SANS Institute. Lenny frequently speaks at industry events, writes articles and has co-authored books. He has earned the prestigious GIAC Security Expert designation, has an MBA from MIT Sloan and a Computer Science degree from the University of Pennsylvania.

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