WHAT DON'T THEY UNDERSTAND?

It is a constant source of amazement to me that people with no journalism experience, and whose only previous employment consists of three months at Starbucks (yes, literally), think they are the right kind of person to be deputy editor of BusinessWeek Thailand.
We've got an advert in The Bangkok Post at the moment, and whilst the response so far has been okay, the quality of candidates for that particular position is just not at the level we need. Just was is it about 'must have business journalism experience' they don't understand?