Director or Technician? How to Hire the Right Creative for Your Nonprofit

Think of the most frustrating video guy you’ve ever worked with.

I’m talking constant struggle: Every conversation feels like you’re speaking different languages. Getting the details right is like pulling teeth. Worst of all, the final product is a huge disappointment.

It feels like the vendor must be either utterly incompetent or a shameless crook.

There’s a third option, though, and in my experience, it’s a widespread issue: simple miscommunication.

Not every client or creative works the same way. There are a range of valid approaches to what a production team’s role is; what responsibilities belong to you, the client; and what styles of collaboration and communication are best.

One of the most important things you can do for your next video project is to make sure that there isn’t a mismatch of expectations between you and whomever you hire. Otherwise, there’s a good chance you’ll both think you’re delivering what you agreed upon while driving each other completely crazy.

A useful lens

One of the most common cases of crossed wires is what I like to call the director versus technician divide. (This is my own terminology, not industry lingo.)

A technician is someone who comes in with the goal of providing you with practical expertise. They’re there to run the set, capture the visuals, and deliver a polished edit that represents your vision.

If you think you’re getting a technician, you’ll be very thrown off if the vendor shows up acting like a director: someone whose goal is to assess your underlying needs and work with you to develop and execute a plan to meet them.

There are all kinds of ways this difference can create problems.

Because a technician is offering a more limited service, they tend to be more affordable. But if you hire a technician thinking you’re getting a director for a steal, of course you’ll be frustrated when they only have technical input: scheduling production days, locations, deliverables, etc. They leave you to manage everything else.

On the other hand, if you have a very clear idea of what you want and need, a director may seem pushy and overly critical. You gave them the plan, and all you want is for them to make it look good. Why are they giving you such a hard time?

Knowing what you’re in for

Once you realize that expectations can differ even among well-meaning people, you’re in a much better position to find someone who’s right for you. 

Before you hire a vendor, ask them how they see their role and what kind of contribution they anticipate from you.

Bear in mind that they might not think of themselves as a “technician” or a “director,” and you may need to put in a little effort to get a sense of their approach. 

Try asking:

• How much creative input do you expect to have?

• How would you describe your style of collaborating with clients?

• What do you need from us to do your best work?

Whom to choose?

I’ve often found that technicians are a good fit for larger organizations that have their own internal creatives and want things done exactly as they specify. 

On the other hand, smaller organizations who hire technicians because of the low cost can end up shooting themselves in the foot. If your resources are limited, it’s actually more important to make sure any video you create is a good investment, based on sound strategy and creative insight. (If you really need to bring down costs, there are better ways, like capturing some of the footage on your own.)

When you think of vendors you’ve worked with in the past, which category would you say they fall into? Do you think they were suited to your needs?

If you have any other examples of miscommunication that can throw a whole project off, feel free to share in the comments!