We only have a very small team, so don't do a lot of hiring, but I have been in management positions in the past where I had to, and it's not a task I enjoyed at all.
Definitely experience, demonstratable ability, and attitude were always more important to me than a load of qualifications and certifications, BUT if someone didn't look good to at least some degree on paper then HR would have weeded them out and their CV would never have even got to my (or any other hiring managers) desk.