ESSENDON coaching hopeful Mark Williams has warned of the dangers of putting an untried candidate into the top job.

Although he is yet to declare his interest in the role, it is understood Williams is facing stiff competition from Bombers favourite son James Hird to succeed Matthew Knights at Windy Hill.

While careful not to mention Hird by name, Williams left no doubt over his position on the matter when he spoke at Federation Square's grand final week celebrations on Thursday.

"There's not many that have succeeded that particular way," Williams said.

"Most people have gone the route of either coaching their own side [at a lower level] or have been assistant coaches for a long time.

"Leigh Matthews was an assistant coach while I was at Collingwood so he came through the ranks as well.

"It's a good grounding, that's for sure."

Williams shared the stage with Essendon assistant and fellow candidate Alan Richardson to promote the AFL Coaches Association's Championship Moves initiative.

Richardson was set to present his case to the club's coaching selection panel just hours later and would not be drawn on the likelihood of having to beat Hird for the job.

"There's a lot of speculation about James and certainly Mark, who is a very experienced coach and has won a flag," Richardson said.

"You don't really know exactly what they're after, but the reality is that I've got an opportunity to present my vision for the footy club.

"In terms of the process, the only information you get is about yourself. It's 'Here's what we want, here's the way the discussion is going to go, here's ... what we'd like you to detail', but there's certainly no information about other candidates."

Williams, who left Port Adelaide in July, has held preliminary discussions with Essendon with a more formal interview "still to come".

Williams' former assistant coach at the Power, Dean Laidley, is also in the running with Richardson looking to follow in the steps of many coaches who have served an apprenticeship.

"Richo is looking to do what Matty Primus did; just step in and keep going," Williams said.

"It's the dream of a lot of assistant coaches to go that way. Certainly I was an assistant coach before I was a senior coach. He's certainly done the hard yards to be well-prepared."

The Bombers have not confirmed when they could announce their senior coach, but have stated that the looming trade week will not force their hand in making a decision.