My response to this question:
Both "who" and "what" are important; it is not an "either or" situation. A person (friend, colleague, network contact, ...) - the "who" - can give you a "heads up" or maybe get your resume to a hiring manager, but it seems that most large companies (where the jobs are) now use recruiting firms to screen applicants. But if you don't meet the job's requirements - the "what" -, that won't get you the job and it will make your "who" look bad. Entry-level jobs in the US are few and far between. It seems most jobs (contract or FTE) are looking for mid-level experience (around 5 years) in specific skill sets. Certifications without work experience will only be better for you if you are competing against someone without either certifications or work experience - you have an advantage for an entry-level job. To get work experience, you can try to do pro bono work for charities, a friend's business, small businesses that need some small help; you can also try temp agencies, but they may require work experienced, too. This pro bono and/or temp work could lead to long-term contract or FTE recommendations. Good luck.
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