They say you never get a second chance to make a first impression, but how does this apply to emails, text messages, or video conferences? Researchers at the University of Texas at Austin (UT Austin) and American University conducted a literature review of 124 studies on virtual impression management—virtual impressions and how people make them. They created a framework that identifies three categories of virtual impression management behaviors—verbal, nonverbal, and meta (e.g., a delayed response)—that influence the impression people make of us.
Show your best side virtually in the office
Our online personas develop from what we say, how we say it, and when and how we communicate. The research also found that likeability and competence are the two main criteria by which others judge us. The results were published in the Journal of Management. “Impressions can be very formative. When you meet someone for the first time, you form a variety of impressions…First impressions are especially important in business contexts. Interviews are first impressions,” explained co-author Andrew Brodsky, assistant professor of management at UT Austin, in a press release. “When you contact a prospective customer or client, they get a first impression that helps determine whether they respond to your email or decide to buy your product.”
Navigating the digital workplace
He said that using emoticons and emojis to communicate is a double-edged sword. “On the one hand, they often increased feelings of warmth and likability. On the other hand, in terms of perceptions of intelligence, it may have been negative because it made the person seem less intelligent or competent. So it’s a nuance. They make us more likable, but they run the risk of making us seem less intelligent.” He added that email response times affect our online personalities. “Timely replies are important. Slow replies have been shown to reduce perceptions of trust and competence. However, you can relax a little, because research also shows that people overestimate how quickly they need to respond to messages. The conclusion is that you should aim for a happy medium.” Assistant Professor Brodsky believes his study can be of benefit to employers. “It can help people be more objective when assessing their employees. Often people evaluate other people’s performance based on, ‘Do I want to have a beer with this person? Do I like this person?’ We don’t realize we’re making these biased judgments. So one of the things researchers can do is help employers, managers or leaders understand how they form an impression and why that impression is biased. Second, for employers who are interested in training their employees and helping them improve, this is a good framework to provide guidance on how to make a better impression with customers and colleagues.” He has a message for employees too: “When someone is working virtually or remotely, their boss can only see or observe them through the online interaction. The impression you make by how and what you communicate becomes even more important.” So next time you’re writing an important email or having a video call with colleagues, clients or customers, remember to consider these factors.
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work, interaction, impression, first impression, email, virtual impression, virtual impression management, sympathy, competence, emoticon, emoji
