In the digital age where a Zoom call can make or break a deal, impressions formed in online workplaces are becoming critically important. Assistant management professor Andrew Brodsky from Texas McCombs and Hayley Blunden of American University sifted through 124 studies to offer data-driven advice for those looking to shine through the screen. Synthesis of their research highlights how virtual interactions create lasting judgments on someone's intelligence, work ethic, and leadership potential.
Despite many think first impressions are reserved for handshakes and face-to-face meetings, online introductions are now equally pivotal. With a nod to this digital transition, Brodsky details their significance. "Impressions can be really sticky," he explained in an article published by Texas McCombs. He continues, stating that these first impressions "can last for a long time and color how you view someone’s behavior later."
For employers, the stakes are high—when decisions about who to hire or which client to pursue often hinge on virtual exchanges. Brodsky's research encourages more objective assessments of employees to avoid biased judgments based on likability over capability. In the pursuit of equitable evaluation, it becomes clear businesses would benefit from understanding the mechanisms behind virtual impression formation.
Employees aren't off the hook, with every Slack message or email potentially casting them in a new light. "When someone's working virtually or remotely, the only way their boss gets to see them or observe them is through their online interaction," Brodsky told Texas McCombs. Working virtually heightens the impact of digital communication signals, extending well beyond typical office environments to every sector where texts and emails are in play.
And about those emojis in professional emails? The research serves up mixed signals. While emoticons might convey friendliness and approachability, they often come at the expense of perceived smarts. Brodsky points out, "They make us more likable but risk making us seem less intelligent."
Timing is another critical element in the online communication dance. Brodsky's literature review unearthed that promptness in replying to emails is associated with increased trust and competence. However, the data reassures that instantaneous replies aren't required—aiming for a "happy medium" in response time usually suffices without causing negative assumptions.
Challenging the pessimism surrounding virtual interactions, Brodsky's findings, featured in the "Journal of Management," reflect that virtual engagements can be just as effective as in-person ones for building trust and likability. It suggests that digital communication, while different, isn't inherently deficient in conveying social cues necessary for creating positive impressions.
