978-1305576162 Chapter 11

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CHAPTER 11

Developing a Professional Presence

CHAPTER PREVIEW

After studying this chapter, students should be able to:

1. Explain the importance of professional presence.

2. Understand the importance of a favorable first impression.

3. Define image, and describe the factors that form the image you project to others.

4. Understand how your online presence can help or hinder your personal brand.

5. Understand how life and workplace etiquette contributes to improved interpersonal relations.

PURPOSE AND PERSPECTIVE

One major purpose of this chapter is to help the career-minded student develop a greater appreciation

for the importance of professional presence. A person’s success in obtaining initial employment and

advancement on the job depends to a very large degree on the impression that the individual first

creates in the minds of others. The chapter begins with a discussion of why first impressions are formed

so quickly and why they are retained so long. We point out that every person projects an image to

others. This image is formed by a variety of factors, including clothing, hairstyle, facial expression,

tone of voice, integrity, versatility, manners, and attitude toward others. Of special interest to many

students will be the section on selecting career apparel. Students will have an opportunity to review

several basic guidelines to use when selecting clothing for work. We then discuss how nonverbal

communication (facial expressions, one’s entrance and carriage, quality and voice and speech,

handshake, etc.) influences first impressions and how a person’s online presence helps or hinders his or

her personal brand. The final sections of this chapter examine the influence of etiquette or manners in

forming the image a person projects to others.

PRESENTATION OUTLINE

I. Professional Presence—An Introduction

A. Professional presence and personal branding—a definition

II. The Importance of Making a Good First Impression

A. The primacy effect

B. The first few seconds

C. Understanding perception

D. Cultural influence

II. The Image You Project

A. Rebranding your image

B. Selecting your career apparel

C. What is business casual?

1. Wear dressier business clothing when meeting with customers or clients

2. Respect the boundary between work and leisure clothing

Chapter 11: Developing a Professional Presence 41

3. Not all trends should be adopted

4. Wear clothing that is clean and neat and that fits well

5. Be discrete with jewelry, perfume, and cologne

D. Your facial expression

E. Your entrance and poise

F. Your voice quality and speech habits

G. Your handshake

IV. How Online Presence Influences Your Personal Brand

A. Building and managing your personal brand

B. Social media monitoring

V. Etiquette for a Changing World

A. Dining etiquette

B. Meeting etiquette

C. Smartphone etiquette

D. Conversational etiquette

E. Networking etiquette

F. Online recruiting world

G. Incivility—the ultimate career killer

H. Professional presence at the job interview

CAREER INSIGHT EXERCISE

Students should evaluate the Handyman Matters policy of focusing on “small things” as a means of

creating a positive brand image.

TRY YOUR HAND EXERCISES

1. Encourage students to apply the technique for dealing with chronic interrupters recommended by

Marilyn Vos Savant and report their experience with the method.

2. If smartphones (which typically include voice recording apps) are not ubiquitous among your

students, you may need to help them obtain the equipment needed to complete this exercise.

Consider setting up a video recording device in your classroom and ask student volunteers to

make a two- or three-minute presentation on some topic. Play the recording, and instruct students

to complete the rating form.

3. Encourage students to review the information in Table 11.1 prior to developing apparel and

grooming standards for this Lexus dealership. Consider using a small group learning activity in

conjunction with the application exercise.

4. This learning activity should create a lively discussion. Some students, no doubt, will object to

this generalization of Generation Y employees. Students should suggest showing up for the

interview well prepared (through research on the organization), appropriately dressed, and a bit

early, and being alert and attentive, including listening carefully, during the interview.

CRITICAL THINKING CHALLENGE

This exercise will encourage students to reflect on how they view an initial contact with another person.

Encourage students to share their thoughts and feelings regarding what makes them feel at ease when

they first meet someone.

42 Chapter 11: Developing a Professional Presence

SELF-ASSESSMENT EXERCISE

This survey assesses the degree to which students are intentionally maintaining a personal brand. After

taking the assessment, students can share their thoughts on whether their personal brand is consistent

with their core values.

YOU PLAY THE ROLE EXERCISE

Students need to be well prepared for this role play. The student who plays the role of the founding

partner of Cameron, Stanley, and Robert must be prepared to apply text material in this realistic

situation to explain why a change in attire is necessary without upsetting Annika Johnson. She may be

very proud of the career apparel she has selected.

CASE QUESTIONS

BELOW THE SURFACE: Creating Your Personal Brand

1. Encourage students to be specific regarding the personal qualities that will give them greater

visibility, recognition, and acceptance in the labor market.

2. Students can exchange ideas on how to develop their presence online as they develop their action

plans.

CLOSING CASE: Make Yourself Memorable

1. Students’ responses will vary. Encourage students to take a position regarding the level of

incivility in the population.

2. Students’ responses will vary. Ask students to share their lists of qualities they consider “classy.”

3. Students’ responses will vary. Encourage students to develop a detailed self-improvement plan.

ADDITIONAL APPLICATION EXERCISES

1. Select two or three organizations in your community that allow business casual and/or “dress–

down Fridays.” Has this more relaxed atmosphere led to greater or less productivity and increased

or decreased morale in their organizations? Have there been situations in which employees have

not known the definition of business casual or “dress–down Fridays” and exceeded the casualness

of the dress codes expectations? If so, how have these issues been handled? Share your findings

with your classmates.

2. Discuss with fellow class members the names of possible guest speakers from men’s and

women’s clothing stores and invite one or two to speak to the class. Provide the speakers with

several examples of specific career objectives, and ask them to draw up a set of guidelines for

dress appropriate for each of these objectives.

3. Assume the position of a sales representative who will soon visit India. You will be calling on

owners and managers of large food stores. You want to make a good first impression and build

strong relationships. You have many questions that must be answered before you depart:

• Are there any gestures that should be avoided?

• Will gifts be expected?

• Should I conduct business during a meal?

Chapter 11: Developing a Professional Presence 43

• What are the do’s and don’ts of presentations in India?

Find answers to these questions by checking references at your library, visiting the Internet, or

interviewing someone who is familiar with customs and business etiquette in India.

4. Instruct your students to assume the role of a 22-year-old sales representative who will be meeting

with clients who are twice this age. Provide each class member with a copy of the following

etiquette quiz. After students complete the quiz, discuss their answers. (The correct answers are

provided below.)

a. If you meet clients at a reception or trade show, on what side should you wear your name

tag?

b. Is it appropriate to drink beer from a bottle at a reception?

c. Should you pause before answering a question?

d. What are the most important nonverbal messages you will communicate to the client?

e. At the table, when should you place your napkin on your lap?

f. When introducing a female colleague to a male client, whose name should be spoken first?

g. If you disagree with a client, should you raise your voice?

h. In terms of attire, should you mirror the client?

i. If the client says, “What makes you qualified to give us advice on product selection?” how

should you respond?

j. Should you avoid criticizing other clients or members of your staff?

5. Speed networking, a variation of speed dating, has become more popular during the recent

economic downturn. In a real-world setting, speed networking provides an easy way to enlarge

your number of contacts and identify potential job openings. To prepare students for this

experience, create a mock exercise in your classroom. Divide the class into student pairs. Tell

students they will have four minutes to greet one another, execute a winning handshake, make a

positive first impression, and briefly describe their qualifications. After four minutes, everyone

moves to a new contact.

Answers

44 Chapter 11: Developing a Professional Presence