What is Impression Management?
Impression management was first coined by sociologist Erving Goffman in 1959 as the ways in which individuals influence how others see them. Often referred to as “self-presentation”, this concept is about how we manage our actions, words and appearance to shape the impression we make.
Examples of Impression Management
Impression management is something we all engage in, often without realising it. It’s the way we shape how others perceive us—whether in professional settings, social situations, or even online. Here are some common examples:
- Highlighting achievements in a performance review to showcase expertise.
- Carefully curating a LinkedIn profile to maintain a professional image.
- Wearing formal attire for important client meetings to appear credible.
- Adjusting the tone of an email to sound more confident or authoritative.
- Retouching or filtering photos before sharing them online.
- Practicing facial expressions or body language for interviews or presentations.
- Tidying up the house before guests arrive to create a good impression.
- Offering a polished excuse for being late instead of admitting you overslept.
These behaviours are a natural part of human interaction. As sociologist Erving Goffman suggested, we all play different roles depending on our environment. The way you interact with colleagues may be different from how you behave with close friends or family, yet both versions of you are authentic.
From social media to the workplace, impression management is at play everywhere, helping us navigate relationships, opportunities, and expectations.
Why Do We Use Impression Management?
Impression management serves several purposes:
- Smoothing social interactions: Leaders adapt their language and behaviour to fit professional norms so they can communicate more easily with colleagues and stakeholders.
- Self promotion: This helps individuals showcase their strengths whether it’s to get a promotion, lead a project or influence a group.
- Preserving status: How others see a leader directly impacts their authority and credibility so self-presentation is part of professional identity.
While impression management happens subconsciously most of the time, it’s a powerful tool when used intentionally.
Practical Tips for Impression Management
1. Be Self Aware
Know how your actions, words and appearance impact others. Reflect on your values, goals and strengths so your presentation matches your authentic self.
2. Develop Emotional Intelligence
Be aware of how you react in situations. Looking calm under pressure or showing empathy in team discussions can leave a lasting positive impression.
3. Master Non Verbal Communication
Body language speaks loudly. Make eye contact, use open gestures and stand tall to impact how others see you.
4. Be Audience Aware
Adjust your communication to the situation and the people involved. For example, presenting to a group of executives might require a different tone than a team brainstorming session.
5. Leverage Your Digital Presence
With the rise of online interactions managing your impression on platforms like LinkedIn is key. Use professional headshots, craft a compelling bio and share thought leadership content to establish your expertise.
The Science of Impression Management
Impression management is based on human psychology. It’s driven by two main motivations:
- Self enhancement: The desire to be seen as good, competent, trustworthy or likable.
- Self verification: The need for others to see us as we see ourselves, to reinforce our identity and values.
These motivations happen consciously and unconsciously and shape how we present ourselves across social and professional spaces.
Digital Communication
In a digital first world leaders need to be aware of their online persona. Here’s how to manage impressions in virtual spaces:
- LinkedIn profiles: Showcase key achievements, use professional images and post consistently to be seen as an authority.
- Social media etiquette: Don’t post or comment anything that could be misinterpreted or damage your reputation.
- Virtual meetings: Dress appropriately, with good lighting and a clean background to look professional on video calls.
Ethics of Impression Management
While impression management is a powerful leadership tool it’s important to do it ethically:
- Be authentic: Make sure your presentation reflects your true values and strengths.
- Don’t manipulate: Exaggerating achievements or faking qualities will damage trust if found out.
- Respect others: Adjust your interaction without compromising others’ boundaries or perspectives.
Ethical impression management builds trust and long term success, not undermines it.
Leadership Impact of Impression Management
Good impression management can lead to:
- Career advancement: Leaders who show themselves as confident and competent will get promoted or get new opportunities.
- Stronger relationships: A good impression builds rapport with colleagues, stakeholders and teams.
- More influence: Leaders who manage impressions well will inspire and mobilize their teams towards common goals.
Overcoming Impression Management Challenges
While good, impression management has its challenges:
- Imposter syndrome: Constantly trying to present a perfect version of yourself can lead to feelings of inadequacy.
- Authenticity: Finding the balance between adapting and being yourself can be hard.
- Cultural awareness: Different situations require different approaches so stay informed and flexible.
By acknowledging and addressing these challenges leaders can use impression management without compromising themselves.
Take Control of Your Leadership
Impression management is not about creating a mask but how others see your real self. By understanding the principles and applying smart strategies you can build your professional reputation and leadership skills.
