Nicole Moore Sanborn
As in any industry, many problems exist in the industry of business and in what is commonly referred to as “the business world.” Interviews are a major tool used within the realm of business to get to know people as well as determine job capability. It is important to note here that interviews are widely used, so this is not just an issue within business. Within interviews, it is common for interviewees or applicants to attempt to alter how interviewers perceive them with what are called impression management tactics. Impression management tactics are a concern within interviews and many believe the use of these tactics is a serious problem. Many argue against the use of impression management tactics, saying they sway the interviewer toward the applicant too much and thus alter who is employed. The problem of the use of impression management tactics within interviews needs to be observed more thoroughly and addressed. Once addressed, a solution should be executed. The best and primary solution to the solving the issue of the use of impression management tactics is increasing interview structure, thereby giving the employers more control and ways to better detect the use of impression management tactics.
Some classify impression management tactics in two forms: verbal and nonverbal. Verbal impression management tactics can further be classified into self-focused tactics (directing the conversation towards themselves) and other-focused tactics (directing the conversation to the interviewer or the company). Within self-focused verbal impression managements there are more subcategories: self-promotion (demonstrating qualifications), exemplification (convincing the interviewer that the applicant’s behavior can be used as a model for others), and discussing how the applicant is responsible for past achievements (Chen, Chiu, and Tsai, 2005). According to Aleksander Ellis, Bradley West, Anne Marie Ryan, and Richard DeShon (2002), another definition for impression management tactics is “a conscious or unconscious attempt to control the images that are projected in social interactions” (p. 1200). Ellis et al. (2002) claims there are two broad categories displaying types of impression management tactics: assertive and defensive. Ellis et al. (2002) defines assertive tactics as self-promotion tactics and ingratiation tactics. The self-promotion tactics are the same as the ones listed above, with the emphasis being to display competence and intelligence and make a favorable impression to the interviewer. Ingratiation tactics are essentially the “other-focused” tactics above, that is, when an applicant seeks to evoke interpersonal liking and establish good rapport with the interviewer. Defensive tactics, however, are designed to protect or repair one’s image. Defensive tactics include excuses, justifications, and apologies. Defensive tactics are used less often than assertive tactics. Defensive impression management tactics are most commonly used to justify past behavior and potentially to spin a negative quality in the applicant’s favor (Ellis et al., 2002).
The traditional interview has historically been scrutinized and left suspect to whether or not it truly examines and determines the qualifications and the preparedness of the applicant for the job position. More structured interviews are becoming more and more common, and researchers favor them because they are less prone to issues such as impression management (Ellis et al., 2002). A wide array of topics and actions fall under the term “impression management tactics.” They are exactly as they sound: tactics applicants use to manage their impression before their interviewer. What does impression management look like? The first aspect of impression management is in making the first impression. Robert Lount, an assistant professor at Ohio State University, says “First impressions matter when you want to build a lasting trust. If you get off on the wrong foot, the relationship may never be completely right again” (Quast, 2013, par. 3). According to the Image Consulting Business Institute, image management is “the ongoing, pro-active process of evaluating and controlling the impact of your appearance on you, on others, and the achievement of your goals” (Quast, 2013, par. 4). Lisa Quast (2013), contributor to Forbes magazine, lists five things to consider when making a positive first impression: attire, calculated verbal communication, evaluation of non-verbal communication, wariness of attitude, and scrutinization of grooming, including hair, makeup, and cleanliness.
According to Ellis et al. (2002), the relationship between an applicant’s use of self-promoting tactics and higher interview ratings is a result of a theory called the attribution theory. Attribution theory suggests that humanity has an inherent need to understand the behavior of other individuals and evaluate the cause of other individuals’ actions (Ellis et al., 2002). Thus, the interviewer, when evaluating an applicant, may attribute actions during the interview to the use of self-promoting impression management tactics and maintaining their overall image. Because the interviewer attributes an applicant’s actions to impression management tactics, the theory is titled attribution theory.
Why is the use of impression management tactics an issue? Many believe the use of these tactics is an issue because the use of tactics may sway the interviewer one way or the other in their review of the applicant. Suppose a well-spoken individual applies for a job and uses impression management tactics during their interview. Meanwhile, another individual who is less well spoken but better qualified walks into the interview and either does not use impression management tactics or does not use them as well. If the interviewer favors the first individual over the second individual due to the use of impression management tactics (tactics which made the first individual more likeable or appear more qualified), the use of these tactics could become an issue.
When observing the negative aspects of the use of impression management tactics, one must consider industry. Some employment opportunities have a “customer-contact requirement.” (Chen, Chiu, and Tsai, 2005). Sales representatives must prove job competence when talking to customers. Journalists must be able to present themselves well to conduct interviews. Public relations and marketing employees must network and expand the horizons of the company. Essentially, there is a customer-contact requirement in many job and business settings. However, employment opportunities for scientific research jobs or jobs in the engineering field have less of a customer-contact requirement. While these people must know how to present themselves, they do not go out and talk to the public or other businesses on a daily basis, and thus the ability to use impression management tactics well is far less important. Impression management tactics are also less of a problem in these fields. This paper observes business-specific interviews, where employees are required to be in contact with customers more frequently. Thus, impression management tactics affecting and intervening with employment decisions is more widespread in the realm of business.
This poses an issue for interviewers. If the applicant uses impression management tactics to sway the interviewer to approval, the issue of authenticity within the interview arises. Karl Nunkoosing (2005) discusses the issue of truth and authenticity in interviews. In his essay, the interviewer is considered a researcher. The interviewer is indeed a type of a researcher, gathering information from stories about applicants. Nunkoosing poses the issue of the “researcher” or the interviewer only basing employment decisions off of the stories applicants tell. He argues that not only does the applicant choose the aspects of life he or she is most interested in telling, but also that a person may “have a well-rehearsed story totell” (Nunkoosing, 2005, pg. 701). The issue of impression management even boils down to what stories are told.
Amy Gallo (2012), author in the Harvard Business Review, cites John Lees, a career strategist and author of books about interviews. Gallo says that Lees dismisses the advice to “be yourself” in an interview. He emphasizes being the best version of you. His advice essentially screams the use of impression management tactics to put your best foot forward in an interview setting. However, simply because one is being the best version of themselves does not mean they are being a false version of themselves. It must be pointed out here, however, that impression management tactics do not necessarily fabricate someone’s personality. The issue of the use of impression management tactics swaying the interviewer ties into Lees’ advice to “put your best foot forward” and persuade the interviewer to favorably judge. The issue is that you do not know if the applicant is lying about their personality, tendencies, or capabilities to appear favorable. In some extreme cases, lying is a possibility. Other times, resources could be wasted attempting to figure out whether or not the applicant is lying. Companies have more important issues to attend to than to figure out whether or not an interviewee is being hurtful. Thus, the use of impression management has the potential to be a problem in many facets of business.
Another aspect that must be taken into consideration is the type of questions being asked in an interview. Ellis et al. (2002) divide interview questions into two types: situational and experiential. These two types of questions are commonly referenced in many other sources. Experiential interview questions are questions about an applicant’s past experience and focus on what has already been accomplished. Ellis et al. (2002) hypothesizes that more self-promotion tactics are used in answering experiential questions. This makes sense, as self-promotion tactics include self-promotion (qualification focused) and exemplification (saying they could be a model for behavior) tactics. When an applicant focuses on his or her past achievements they will focus on why they are qualified for the job and look to past achievements to prove he or she can be a model employee. Situational interview questions focus on the future, where the interviewer asks the applicant what they would do if put in a specific future situation. The use of more ingratiation tactics is expected (Ellis et al., 2002) in answering situational questions, specifically justification, where the applicant would justify their behavior in a future situation the interviewer asked about. Because different tactics are used when different questions are asked, it can be difficult to determine the totality of the effects that the use of impression management tactics has on interviewers. The use of impression management tactics is a problem nonetheless that needs to be solved so that interviews are based more on the qualities and qualifications of the applicant rather than on how much the applicant persuaded the interviewer to act favorably toward them.
The best solution to the issue of using impression management tactics in interviews is increasing the structure of interviews. Before interviews can be restructured, the current structure of interviews must be observed. According to Northwestern University (2013), every interview follows a similar structure. In each interview, there is the arrival of the applicant (nonverbal cues are utilized here), the introduction to the interviewer, an information exchange, and the wrap-up. Within the information exchange aspect, four different question types are asked: behavioral, closed-ended, preference, and follow-up questions. Behavioral questions focus more on past behavior of the applicant and experiences, while closed-ended questions typically have brief answers and are where the interviewer has more control. Behavioral and preference questions are more open-ended and are where the applicant can typically take charge. Preference questions are exactly as they sound: the interviewer asking about the preferences of the applicant. Follow-up questions are typically asked in response to an applicant’s answer to a specific question and are where the interviewer can take charge and direct the conversation. The introduction and wrap-up aspects of the interview are quite similar, as both typically involve a handshake and either introductions or farewells. However, in the wrap-up, the employer typically asks the applicant if they have any questions. At this time it is important for the applicant to demonstrate how interested they are in the job position as well as how serious they are about getting hired (Northwestern, 2013). Even in structured interviews the basic layout above remains. According to the online Business Dictionary (2014), a structured interview is a “fixed format interview in which all questions are prepared beforehand and are put in the same order to each interviewee” (BusinessDictionary.com, 2014). Structured interviews are said to provide precision and reliability that is required in certain situation (BusinessDictionary.com, 2014).
One way to decrease the effectiveness of the use of impression management tactics is to know how to spot types of employees the company is not looking to hire. Carol Goman (2013), contributor to Forbes.com, writes about how to spot a liar during an interview. While outright lie detection is not directly related to impression management tactics, some of these tips can also be used to spot the use of impression management tactics. She suggests watching for stress signals and watching the applicant’s eyes. By watching for stress signals, the interviewer can observe when the applicant attempts to calm himself down and attempt to manage the interviewer’s impression of him. When this is observed through noticing the applicant’s eyes, the interviewer can guard himself from impression management tactics. Another tip is to notice when the applicant isn’t really answering the question, but is finding a way to avoid the direct question that was asked. This can be an attempt to cover something up or manage an impression (Goman, 2013).
The final two tips Goman gives are to listen to vocal stress and detect emotions hidden by smiles. If it seems obvious that the applicant is stressed or is covering up a feeling by smiling, impression management tactics are most likely being used to either cover something up about the applicant or give a false impression of who he or she truly is. Admittedly, the interviewer could exaggerate detecting these signals (they could think the applicant is lying and be wrong), and signs of stress could simply be related to the fact that the applicant is in an interview for a position they are trying to obtain. As a result, these tips for lie detection as they relate to impression management tactics are only the beginning of the solution to decrease the efficacy of the aforementioned tactics.
As previously stated, the best solution to combat the efficacy of impression management tactics is to increase the structure of the interview. Now that the structure of interviews has been explained and tips for interviewers to use to detect the use of impression management tactics have been given, how to structure the interview will be discussed. As explained earlier when defining impression management tactics, the issue is also an issue of industry, and this paper is business specific. Beth Leech of Rutgers University writes about techniques for how to ask questions in interviews (2002). The first step is for the interviewer to establish rapport. Rapport in this sense is not simply making the applicant feel comfortable. The interviewer should appear professional and generally knowledgeable about the applicant, without knowing too many specific details but appearing to know the basics of the applicant. Leech also discussed question wording in interviewers. The words used in the questions being asked should be non-judgmental, non-suggestive, non-presumptuous and non-threatening. If the interviewer knows the applicant did not like their old boss or was in a sticky job situation or maybe messed up in a previous place of employment, the interviewer should watch the question working. If the question seems accusatory, the applicant is likely to put up walls and engage in impression management tactics to attempt to control the situation. When non-suggestive words are used in a question, the applicant is more likely to give the interviewer more information (Leech, 2002). Thus, wording and what angle the interviewer is coming from plays a role in an applicant’s use of impression management tactics. Interviewers should carefully consider how questions are worded to get the most honest answer from their applicants.
When structuring interviews, question type is imperative. Question type can be the key to controlling the interview and can be used to determine whether or not the applicant is engaging in impression management tactics. Pulakos and Schmitt (1995/2006) say that two types of interview questions are experience based questions and situational questions. Situational questions discuss the future, where the applicant explains what he or she would do in a future situation while on the job. Experience-based questions, however, look to past experiences and actions to determine the preparedness of the applicant. An example of a situational based interview question is as follows: “What actions would you take in a situation where you know another employee is faking the books or embezzling money from the company?” An example of an experienced based interview question could be “What have you done in the past that has prepared you to organize the books and financial records of the company?”
Pulakos and Schmitt (1995/2006) conducted a study to determine whether situational questions or experienced based questions are better to determine future job performance. It is important to note here that applicants can and will still use impression management tactics when answering each question type. The goal is to find a solution where the interviewers are more in control and aware of the use of impression management tactics, thereby rendering the tactics less effective. Pulakos and Schmitt (1995/2006) found that although situational questions were viewed as potentially better to determine job performance, their hypothesis was incorrect. Experience-based questions were a better predictor of job performance, according to the meta-analyses and statistical analysis of the data collected (Pulakos & Schmitt, 1995/2006). Therefore, experienced-based questions should be used to better predict job performance. Interviewers should ask these questions and watch for the use of impression management tactics.
Although applicants can choose which experiences to discuss in the interview and manage their impression as such, looking to past experiences is a better predictor of job performance, as previously stated. Employers should be aware that impression management tactics will be used but should be able to detect them better. Therefore, to be more in control of the interview, despite the use of impression management tactics, interviewers should primarily ask experience-based questions. This way the interviewer can close in on the applicant and make a judgment as to whether or not he or she is telling the truth. If enough experience-based questions are asked, the interviewer will get a broader sense of who the applicant truly is by controlling the interview and forcing the applicant to tell of enough past experiences. The interviewer will still have to watch for the use of impression management tactics.
Impression management tactics are commonly used in interviews, specifically in the business world. Impression management tactics have various categories, and applicants apply these tactics depending on the question being asked (situational or experiential). The use of impression management tactics is considered a problem because the use of these tactics sways the interviewer more favorably toward that applicant. This, in turn, raises questions about if the applicant was really a better applicant than those who did not use impression management tactics. There are many tangible solutions to the issue of the use of impression management tactics in interviews, the primary one being interview structure. The use of impression management tactics will not cease to exist because likeability will always play a role in an interviewer’s decision-making. An applicant cannot be chosen based on measurable qualities alone. However, with increasing interview structure, interviewers will be more aware of the use of these tactics and there will be less wondering about whether or not the applicant swayed the interviewer into employing him or her when someone better suited for the job also applied.
References
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