Identity & Image and Construction & Management in the Workplace
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Identification


Definition

Identity “represents the process by which the person seeks to integrate his (sic) various statuses and roles, as well as his diverse experiences, into a coherent image of self”. (Epstein, 1978, p. 101)

As Epstein describes, one’s identity is formed from various sources of association to culminate in the creation of a single image. To establish a professional identity, one must take into consideration the actions in their private life and how it might affect the image seen by co-workers. When people are placed in an organizational setting, they are typically going to act in a different way than they would with friends and family. This professional identity is the convergence of your personal and work life to develop a unique individual in the workplace.

Construction

The level of commitment and identity that becomes unified from an organization often depends on your length of time associated with a specific institution. For example, people tend to feel a strong identity and nostalgic feeling towards their undergraduate university because of the time invested. Another form of identity that most people associate with is religion. People should be careful when bringing religion into their professional identity because religious views might differ between coworkers or managers, and that can create unnecessary strife. Other important identities to individuals are: race, gender, culture and age.

Results

Identification is important because it will predicate outcomes for both an individual and an organization. The benefits from an individual outcome include self-verification, self-enhancement and sense of belongingness. Each factor will make a person stronger and more confident individual, resulting in a stable impression in the workplace. Organizational outcomes will yield effective tangible results. With a well aligned corporate identity, group cohesion will improve group performance and reduce turnover.

A positive consequence from professional identities can be noted in the ability to define oneself in the social media arena on the internet. In a news article from Easier Technology, they announced that 5 million UK businesspeople are now using LinkedIn. The author from Easier Technology stated, "professionals are increasingly adopting LinkedIn as the place to establish and take control of their online professional identity and connect with their network, contributing to LinkedIn's global growth rate of one new member per second." One must be careful with their online presence because as we know, social media networks such as Facebook and Myspace can be detrimental to one's professional career.


Image


Definition

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According to Laura Morgan Roberts, your professional image is the set of qualities and characteristics that represent perceptions of your competence and character as judged by your key constituents. This definition refers to one's externally oriented public persona, with a focus on reflected appraisals, rather than one's self-image. Meaning, your professional image is not how
you perceive yourself, but how others perceive you in the workplace. Professional image can be broken down into two parts: desired image and current image.

Construction

Before a person gets hired and assumes the role of their job, they have what's known as a current image. The quality of your current image is very important in order to get hired, especially in a contracted job market. It is important to remember that a person’s image is often formed before face-to-face communication occurs. An example might be e-mail communication with an employer to set up a time for an interview. Before you even step foot in the office, there will be actions judged based on how professional your communication image is or the image set forth by the credibility of your resume.









Current Image


This simply refers to what a person thinks how other people view him or her. This image comes from the projections of oneself through non-verbal cues, verbal disclosures and actions. A person's current image is influenced by their personal characteristics. At the same time, one's social or group identity influences the current image as well. When two people meet, the make assumptions and get an idea of the other persons image by evaluating their ability to meet the standards for professional behavior based on their association with specific social identity groups. A person's current image can sometimes be beneficial when looking for a job. There is a possibility of others having positive expectations for someone which could enhance their professional image. For example, the 'ideal professional' in the United States is considered the white, heterosexual, middle-class man. If someone that has those characteristics wants a job, it is said that those traits are regarded positively among members of other identity groups.

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Desired Image


In order to achieve social approval, power, well-being and career success, you must construct a well-rounded and respectable professional image. Individuals who are able to create a viable professional image are seen as capable of doing a good job in the social and technical aspects of their work. When constructing the image, an individual will assume personas such as intelligence, confidence, trustworthiness, gracefulness and seriousness about one's work, in order to make their peers ascribe those traits to them. Research has shown that when constructing one's professional image, their projection of identity shapes others' perception of them, in character and competence. For example, studies show that people that are dressed poorly show a lack of competence in incapability of fitting into an organization's culture. There's also the 'ought self.' It was simply what one thinks he or she should be based on others' expectations. This also influences one's desired image.

Consequences


If one has positive image, logically, it will lead to them generating positive approval from their peers. The same thing applies when one is associated with undesirable, inappropriate or unacceptable characteristics for the professional context. Having these negative traits can pose a threat to a person's professional image. An example of this would be if someone is trying to get a job, and while they were in college, they became the president of their fraternity. If the interviewer (or boss) has a negative connotation associated with fraternities, they may decline the interviewee because they'll assume that his image has been tainted based on the prejudgment that all fraternities are built on the foundation of drugs and alcohol.

In an interview with Harvard Business professor, Laura Morgan Roberts, she was posed with a question regarding stereotypes and their influence on a perceived professional image. Professor Roberts responded by positing, that there are three types of identity issues that cause distortion to one's professional image. She said that there are" three types of identity threats—predicaments, devaluation, and illegitimacy—compromise key constituents' perceptions of technical competence, social competence, character, and commitment. All professionals will experience a "predicament" or event that reflects poorly on their competence, character, or commitment at some point in time, due to mistakes they have made in the past that have become public knowledge, or competency gaps (e.g., shortcomings or limitations in skill set or style)." Mrs. Roberts presents further examples to explain the causes behind devaluation and illegitimacy in her interview. From this interview, it is easy to see that there are external issues that arise to conflict with the outward professional image of an individual.


Impression Management


An impression is a clear and telling image of how you are perceived by others. Impression management is a goal-directed conscious or unconscious process in which people attempt to influence the perceptions of other people about a person, object or event; they do so by regulating and controlling information in social interaction. In professional communication, the term is used to describe the process of formation of a company's or organization's public image.









Three components of impression management


1. Monitoring

Monitoring is generating an awareness of how one is perceived in a given situation. As individuals interact, they often look for clues to indicate how the other person feels about then and determine whether this image is how they desire to be seen. The way you dress and the things you say are thing that could affect the impression you make. Monitoring becomes complex when you take into account the impact of social identities because some identities are more salient than others. A salient social identity is one that is likely to be evoked in a certain situation. You present yourself differently in different situations.

2. Motivation

Most people experience some discrepancy or inconsistency between their desired image and their perceived image. Impression management is used to reduce these discrepancies. They are motivated to change their image to one that they desire. Motivation to reduce negative image discrepancies varies depending on the severity of the discrepancy, the benefits one might gain from a successful image change, and the likelihood of successfully changing images.

An example of motivation of impression management was used in a CBS news release regarding the Elizabeth Smart trial. Dr. Noel Gardner, who testified for the plaintiff said the following about the defendant Brian David Mitchell: "He uses them [manipulation skills] sometimes to do impression management, to create a situation that makes it more likely that he'll get what he wants," Gardner said. "It is simply impossible, in my opinion, for somebody with a severe mental disease or defect to do this range of very clever, very successful, very situationally [sic] attuned presentation in ways that are consistently self-serving." This article serves as a general reminder that motivation for impression management might result in a false deception on one's truest intentions.

3. Construction

Once motivated, individuals must enact their personal and social identities in order to create their desired image. There are many different strategies that can be used to shape others' perceptions of them as individuals and as group members. Traditional impression management can be used to directly influence others' perceptions. This traditional strategy focuses on the use of direct self-representation tactics to present information about one's traits, abilities, and accomplishments. A social-identity based management can also be used to indirectly influence perceptions of their personal traits and characteristic by communicating their affiliation with asocial identity group.

People commonly use two categories of social identity-based impression management to reduce social identity-induced discrepancies: social recategorization and positive distinctiveness. Social recategorization involves changing the social category to which you are assigned to increase social mobility. This can be done by decategorization or assimilation. Decategorization involves attempts to avoid being categorized altogether. Assimilation encompasses attempts to be seen as distinct from one's own social identity group and be assimilated into a more positively regarded social identity through similarities. Positive distinctiveness involves individuals employing strategies to increase the status of their own group instead of reducing the salience like in social recategorization. Strategies used for this are integration and confirmation. Integration refers to incorporate a given social identity into one's image by communicating the favorable attributes of the group and challenging others' negative stereotypes. Confirmation involves capitalizing on stereotypes in order to gain desired outcomes.

Consequences of Impression Management

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How you present yourself directly shapes the impressions others have of you. Credibility and authenticity do matter. Credibility refers to the extent to which others believe someone's self-portrayal is and accurate representation of them. Authenticity refers to congruence between internal values and external expressions. The different consequences of impression management are intrapsychic, interpersonal, work group, and organizational.

Intrapsychic consequences involve psychological well-being and task engagement. Successful impression management can mean psychological benefits. Task engagement is attention and absorption with a task. When people are preoccupied with self-distinctiveness and self-presentation, the preoccupation can lead attention deficits and reduced learning.

Interpersonal consequences incorporate high-quality relationships and performance ratings. When perceived as credible, personal and social identity displays of favorable characteristics and affiliations can lead to high-quality relationships. Performance ratings are based on one's ability to demonstrate that they are able to meet standards for professional behavior, so credibility is an essential determinant.

For work group consequences, cohesion and creativity are important factors. Cohesion helps with productivity. Creativity provides benefits of diversity through increased variance in perspectives and approaches to work which members of different identity groups can bring to organizations.

Lastly are organizational consequences. Organizations indirectly benefit from their employees' credible and authentic self-presentation through increased retention, social capital, innovation, and reputation.


How these factors effect a virtual working environment (positive and negative)


While the definition and creation of an individual’s identity and professional image contributes to the collective goals of a business, it is important to understand how it affects a virtual working setting. In face-to-face communication, it is simple to judge a person by their physical and verbal handling. This is very different when there is a chance you will never meet the person face-to-face.

Expectation plays a role in an online working environment and based on a person’s character as defined by their identity and professional image, this will help create a basis for mutual understanding of each other. If the relationship was created from a third party introduction, it is likely that your outward impression management appearance will be shared with the other party.

Impression management plays a key role in defining how a person will act and contribute to an online group. During face-to-face communication, a group can become more social, establishing a work friendship. This is type of social aspect tends to be removed when collaborating virtually. This can be construed as both a positive and negative. Less social interaction can be a good thing because the shared goals will then be the leading work group identity. Additionally, with virtual work environments, there will be a decreasing opportunity for social loafing. At the same time, if the group will be working on a project for a long time or recurring collaborative assignments, social identity might be necessary to increase group cohesion.

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Another issue that can arise is a geographical and cultural difference in virtual environments. People could be from different time zones and even countries working together. This can have both positive and negative effects on work group identity. A positive aspect of different cultures can create a diverse group which can stimulate idea generation and problem solving because various identities enable people to think differently. The potential negatives of geographically far virtual work groups include difficulty in scheduling conference times and different identity holidays, as well as, professional image clashes based on culture. The work ethic and corporate identity of a business in China is likely to be much different than that of an American business which can be a benefit or shortcoming for the reasons be stated above.

According to CIO Insight, a company that evaluates communication and information technology in the workplace, the virtual workplace will become an important part of 68% of businesses support virtual collaboration by providing employees with online tools. Furthermore, 54% say their organization is moving towards a virtual work environment in order to capture talented individuals over a widely dispersed area.

To properly express a positive professional image from a home-based job, Jennifer Brown Banks from Technorati Guru published an article titled, "How to Convey a Professional Image When You Work From Home". In her article, her main tips include: properly answering phone calls (do not let your son or daughter answer the business line), this will result in a positive first image for the perspective client. Another tip, always dress professionally when you are engaging in an in-home consultation, this will represent the business decorum in a home setting. Lastly, decorate the home office in a way that promotes organization, talents (degrees and certification), and conservative. These tips can help a person who runs a business out of their home or owns an online or virtual business that meets clients.



Resources



News Articles
Brown Banks, Jennifer. "How to Convey a Professional Image When You Work From Home." Technorati Guru. 1 Dec. 2010. Web. 20 Dec. 2010. <http://technorati.com/business/gurus/article/how-to-convey-a-professional-image/>.
Harris, Kathryn. "JOB TALK: Workplace Etiquette: Civilized, Acceptable Behavior | GoDanRiver.com." Danville, VA - News, Sports, Classifieds, Obituaries, Weather, Lifestyle | GoDanRiver.com. 28 Nov. 2010. Web. 20 Dec. 2010. <http://www2.godanriver.com/business/2010/nov/28/job-talk-workplace-etiquette-civilized-acceptable--ar-678660/>.
Miller, Carlin. "Elizabeth Smart Trial Update: Brian David Mitchell a "Religious Chameleon," Psychiatrist Testifies for Prosecution - Crimesider - CBS News." Breaking News Headlines: Business, Entertainment & World News - CBS News. 08 Dec. 2010. Web. 20 Dec. 2010. <http://www.cbsnews.com/8301-504083_162-20024997-504083.html>.
"One Million UK Professionals Join Linkedin in Six Months | Easier." Easier | Finance, Travel, Technology, Cars, Property and Lifestyle News. 9 Dec. 2010. Web. 20 Dec. 2010. <http://www.easier.com/81723-one-million-uk-professionals-linkedin.html>.

Research Articles
Ashforth, B. E. Harrison, S. H. and Corley, S. H. (2008). Identification in Organizations: An Examination of Four Fundamental Questions, Journal Of Management, 34(3): 325–374.
"Creating a Positive Professional Image - HBS Working Knowledge." Interview by Mallory Stark. HBS Working Knowledge - Faculty Research at Harvard Business School. Harvard Business School, 20 June 2005. Web. 20 Dec. 2010. <http://hbswk.hbs.edu/archive/4860.html>.
DeRosa, Darleen M., and Richard Lepsinger. Virtual Team Success: a Practical Guide for Working and Leading from a Distance. San Francisco, CA: Jossey-Bass, 2010. Virtual Teams Really Are Different: 6 Lessons for Creating Successful Ones. 2010. Web. 20 Dec. 2010. <http://www.reliableplant.com/Read/27807/Virtual-teams-are-different>.
DuBrin, Andrew J. Impression Management in the Workplace: Research, Theory, and Practice. New York: Routledge, 2010. Print.
Epstein, A. (1978) Ethos and Identity, Tavistock, London
Lee, Herbery. "Communicating Across Cultures." Effective Communication. Hodu. Web. 20 Dec. 2010. <http://www.hodu.com/across.shtml>.
McCafferty, Dennis. "The Virtual Workplace - Infrastructure." Enterprise Technology News and Opinions on Storage, Security, Business Intelligence and IT Management for CIOs - CIO Insight. 01 Dec. 2010. Web. 20 Dec. 2010. <http://www.cioinsight.com/c/a/Infrastructure/The-Virtual-Workplace-776035/>.
Pace, Joe. The Workplace: Personal Skills for Success. 1st ed. Vol. 3. Boston: McGraw-Hill, 2006. Print.
Roberts, Laura Morgan (2005). Changing Faces: Professional Image Construction in Diverse Organizational Settings. Academy of Management Review, 30 (4), 685–671.

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Created by:
Amanda Hoser, Kate Slattery, Jared Ringel & Sam Sheffer