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Impression Management,

Fairness, and the


Employment Interview* Paul Rosenfeld

ABSTRACT. This paper contends that impression Impression management, fairness, and
management is not inherently a threat to fairness in the employment interview
employment interviews. Rather, regarding impression
management as unfair is based on an outdated, narrow Researchers within the management and orga-
view of impression management as conscious, manip- nizational sciences have been devoting increased
ulative, and deceptive. A broader, expansive model
attention to a theoretical framework which
of impression management is described which sees
these behaviors as falling on a continuum from
revolves around the concerns of individuals for
deceptive and manipulative on the one hand, to making impressions on others. Impression man-
accurate, positive and beneficial on the other. While agement refers to the many ways that people try
organizations may want to eliminate or discount the to control the impressions others have of them:
negative aspect of the impression management con- their behavior, motivations, morality, and
tinuum, the ability to positively “sell” oneself is often personal attributes like dependability, intelligence,
a desirable attribute both in the employment inter- and future potential (cf. Giacalone and
view and in later on-the-job settings. This expansive Rosenfeld, 1989, 1991; Rosenfeld et al., 1994b).
view of impression management contends that The impression management perspective
organizations can make employment interviews more assumes that a basic motive, both inside and
fair by: viewing impression management as a skill and outside of organizations, is to be viewed by
not a deficit, training interviewers to be wary of
others in a favorable manner and avoid being
manipulative and deceptive impression management,
reducing the ambiguity and uncertainty of interview
seen negatively. This perspective views much of
settings and increasing the verifiability of candidate organizational behavior as analogous to an
responses by focusing the interview on a candidate’s advertising campaign on behalf of a commercial
long-term identities and accomplishments rather than product. Individuals act as amateur publicity
their short-term, spur-of-the-moment attempts to agents conducting “spin control” campaigns on
please the interviewer. their own behalf, highlighting strengths and
virtues while engaging in “damage control” to
minimize deficiencies (Rosenfeld and Giacalone,
1991; Tedeschi et al., 1985, chapter 3).
Impression management has increasingly
become a recognized part of organizational
Paul Rosenfeld is a personnel research psychologist at the behavior research. It has been applied to areas
Navy Personnel Research and Development Center in such as employment interviews, performance
San Diego, CA. Dr. Rosenfeld has previously co-
evaluation, assessment centers, business ethics,
authored Introduction to Social Psychology (West,
1985) and coeditied Impression Management in the
computer surveys, organizational communica-
Organization (Erlbaum, 1989) and Applied tion, feedback, leadership, and diversity issues (cf.
Impression Management (Sage, 1991). Dr. Rosenfeld Giacalone and Rosenfeld, 1989, 1991; Rosenfeld
is also coeditor of Hispanics in the Workplace (Sage, et al., 1994b).
1992) and Improving Organizational Surveys (Sage, While impression management phenomena
1993). occur in many social and organizational situa-

Journal of Business Ethics 16: 801–808, 1997.


© 1997 Kluwer Academic Publishers. Printed in the Netherlands.
802 Paul Rosenfeld

tions, the “high stakes” nature of the employ- and uncertain social situation. Organizational
ment interview makes it a setting particularly impression management research (cf., Giacalone
ripe for impression management behaviors. In a and Rosenfeld, 1989, 1991) has found that
typical job interview, both the candidate (who individuals engage in more impression manage-
wants to get hired) and interviewer (who wants ment in ambiguous and uncertain situations.
to attract the best candidates) engage in a recip- Both conceptual analyses and empirical studies
rocal impression management process with both have focused more on the impression manage-
attempting to manage positive impressions to ment behaviors of applicants rather than inter-
achieve desired outcomes. viewers. Because the applicant is relatively
Because impression management behaviors powerless and the interviewer may be aware that
have previously been viewed by some theorists much of the applicant’s behavior represents style
as nefarious, manipulative, and deceptive (cf. over substance, the impression management task
Rosenfeld and Giacalone, 1991) their use by of the applicant is not always easy. To be suc-
applicants in employment interviews has been cessful, the applicant must walk a “fine line”
seen as potentially undermining the “fairness” of being “confident but not brash, polite but not
the selection process (Arvey and Renz, 1992). sycophantic, lively and interested but not voluble
The present paper considers the fairness issue or manic, sufficiently nervous to show an
as it relates to impression management and appreciation of the importance of the occasion
employment interviews. A review of previous but not visibly anxious throughout”. (Fletcher,
research is presented which indicates that impres- 1989, p. 273) Research has similarly found that
sion management tactics can positively impact while impression management can positively
interviewer perceptions of applicants but can influence interviewer perceptions of the appli-
backfire if used excessively. An expansive model cant, its overuse can backfire.
of impression management is presented that
contends that some but not all forms of impres-
sion management impede fairness in employment Research on impression management and
interviews. Within the context of this model, employment interviews
suggestions for increasing fairness in employment
interviews are presented. Research on impression management in the
employment interview has typically focused on
the behavior of the applicant. In an early study,
Impression management and the employment Von Baeyer et al. (1981) found that female job
interview applicants tailored their nonverbal and verbal
behaviors to match the views of women held by
Although the employment interview has been their interviewer. When the male interviewer
conceptualized as a form of cognitive informa- was known to hold views congruent with the
tion processing, or as a selection technique traditional female stereotype, female applicants
having legal and civil rights implications (cf. Eder gave more traditional responses to questions
and Ferris, 1989), it can also be viewed as a type about family and relationships, spent more time
of social interaction (Liden et al., 1993) where on their physical appearance and were less
both the applicant and interviewer try to influ- assertive in their verbal and nonverbal behaviors
ence each other through the use of impression than when the interviewer held less traditional
management. The near universality of the attitudes. While this study indicated that job
employment interview and the importance applicants modify their behaviors to match
ascribed to it in both the popular and professional interview beliefs, a study reported by Baron
literature have made it fertile territory for the (1989) found that impression management
occurrence of impression management. This is behaviors in interview situations can be coun-
particularly true for the applicant for whom the terproductive. Baron contends that because
employment interview is often a very ambiguous interviewers expect applicants to use impression
Impression Management and Employment Interviews 803

management, excessive use of such tactics may al. (1992). They distinguished applicant impres-
backfire. In his study, male and female students sion management tactics in the employment
conducted employment interviews with a female interview as those that were “self-focused” (e.g.,
confederate applicant. The female applicant was self-promotions) or “other-focused” (e.g., com-
seeking an entry-level position and she responded plementing the interview). They found that job
in a standard fashion to questions asked by the applicants who used impression management
interviewers. The applicant either used a number tactics that focused on themselves were rated
of positive nonverbal behaviors such as smiling higher than applicants whose impression man-
and leaning forward or emitted few positive non- agement tactics focused on the interviewer.
verbal cues. She also either wore or did not wear
perfume. Baron’s results supported the notion
that too much impression management in an Using impression management in the employment
employment interview can have a negative interview: is it fair?
impact. Male interviewers rated the female appli-
cant as being more intelligent and viewed her as At first glance, applicant impression management
having greater potential for success if she emitted tactics, such as those described in the studies
positive nonverbals or wore perfume, but rated reviewed above, would appear to be unfair. In
her lower if she used both sets of impression their discussion of fairness in employee selection,
management behaviors. Interestingly, this effect Arvey and Renz (1992) note that one criterion
was not found when the interviewer subjects of fairness is that the processes and procedures
were female. used are objective and consistent across all
While Baron’s study demonstrated that applicants. Subjective, manipulative behaviors are
multiple impression management tactics could considered less fair. “Information which is easily
be too much of a good thing, Gilmore and Ferris faked and distorted is considered relatively unfair.
(1989a) showed that an impression management Selection procedures wherein applicants can fake
tactic, if skillfully executed, could influence ‘good’, distort their responses so as to meet the
interviewer perceptions more than information criteria for selection more easily, and otherwise
about the applicant’s actual qualifications. They manipulate their impressions are generally
conducted a field experiment using 62 actual regarded as less fair than those wherein faking
interviewers from a public utility. The inter- and the like is less likely achieved” (Arvey and
viewers viewed a videotape in which a female Renz, 1992, p. 335). Anderson (1991) similarly
applicant engaged in impression management sees impression management as a form of decep-
(e.g., complemented interviewer, smiled) or did tion that “represents a potent source of error in
not. She was also portrayed as being highly qual- interviewer judgments. . . . Interviewers should
ified for a customer representative job or less at least take into account the possibility that
qualified. The results indicated that evaluations candidates are intentionally biasing their inter-
of the applicant were influenced by impression personal behaviors in order to secure a favorable
management but not applicant credentials. The outcome from the interaction” (p. 414).1
applicant was perceived as doing better in the It is presently argued that while some forms
interview and was slightly more likely to be of impression management used in employment
recommended for hiring when she used impres- interviews are unfair, forms that involve honestly,
sion management than when she did not. and accurately presenting and highlighting one’s
However, her credentials had little impact on attributes are both fair and desirable applicant
interviewer ratings. behaviors. Viewing impression management
One implication of the Baron (1989) and behaviors as inherently unfair is, from this per-
Gilmore and Ferris (1989a) studies is that not all spective, excessive. It likely stems from the
impression management tactics work or are remnants of a narrower model, popular in social
equally effective in employment interviews. This psychology during the 1970s, that considered
was demonstrated more directly by Kacmar et impression management as being synonymous
804 Paul Rosenfeld

with conscious, manipulative, and deceptive engage in cognition during social interaction.
behaviors (Rosenfeld and Giacalone, 1991). A The process is always going on, but its character
more expansive view sees some impression may change depending ont he actor’s goals and
management in employment interviews as fair the circumstances” (Schlenker and Weigold,
and some as unfair. It is the task of the inter- 1992, p. 137).2
viewer to recognize and encourage the fair The restrictive-expansive distinction has been
impression management and detect and minimize implicitly made in previous analyses of impres-
the unfair component. The narrow and expan- sion management in employment interviews.
sive views of impression management are detailed Fletcher (1989, 1992) notes that while impres-
and recommendations for minimizing “unfair” sion management occurs in employment
impression management and maximizing “fair” interviews, not all of it is inherently deceptive
impression management are offered. or manipulative. “. . . In relation to interview
behavior, it may be more useful to think of it as
a continuum of strategic impression management
Impression management: restrictive and expansive behaviors, the most extreme of which involve
views conscious deception” (1992, p. 364). In Fletcher’s
view, while some impression management in
The view that impression management tactics in employment interviews may be manipulative
employment interviews are inherently unfair other forms of impression management may be
utilizes a model of organizational impression “authentic”, that is, the applicant presents an
management that may be excessively narrow – identity that closely matches his or her self-
one which sees it as synonymous with deceptive image. The task therefore for interviewers is not
manipulation. In fact, impression management to eliminate impression management, but to
theory has undergone a major transformation create situations where manipulative impression
during the past two decades from focusing on management is less likely to occur.
“extreme” behaviors (e.g., lying, exaggeration) The expansive view of impression manage-
to its current status as a general model of orga- ment also fits with Gilmore and Ferris’ (1989b)
nizational behavior (Giacalone and Rosenfled, insight that impression management is expected
1989, 1991). and implicitly encouraged in employment inter-
In a recent review of impression management views. The candidate often must “sell” him or
theory and research, Schlenker and Weigold herself in order to get a job offer. Someone who
(1992) distinguish between restrictive and expan- does not present him or her self positively (or
sive views of impression management. The appears to be not trying to) may be perceived as
restrictive view sees impression management as not really desiring the position. Furthermore, the
a generally negative often deceptive set of behav- skilled use of authentic impression management
iors aimed at illicitly gaining social power and displayed in an interview context might be a
approval. It stems from the old view of impres- useful indicator that the candidate will be able to
sion management as a contaminant of social successfully utilize impression management when
psychological research (i.e., evaluation appre- needed in future job settings. As Lautenschlager
hension). The expansive view on the other hand and Flaherty (1990, p. 313) note, “. . . the ability
sees impression management as a fundamental to manage one’s impression may be quite valuable
aspect of social interactions. “According to the as a variable in its own right, especially in
expansivist view, there is nothing inherently contexts where either social influence or con-
nefarious or superficial about impression man- formity is important, such as in sales settings”.
agement. It involves packaging information in
ways designed to lead audiences to a particular
conclusion. . . . From this perspective, to ask
when people engage in self-presentation during
social interaction is like asking when people will
Impression Management and Employment Interviews 805

Increasing fairness in employment interviews: them more readily and take account of them in
an impression management perspective their decision-making process”.3

According to the expansive view, it is not simply 3. Reduce ambiguity and uncertainty of the employ-
the occurrence of impression management in ment interview situation. As Baker and Spier (1990,
employment interviews that impacts fairness, it p. 86) note, this is very likely the case with
is the type of impression management that unstructured employment interviews where
occurs. Candidate impression management which “. . . the lack of structure plays into the hands
is authentic and involves a legitimate packaging of those interviewees bent on obfuscating or
of positive traits would seem to be fair particu- diverting attention from their qualifications”.
larly since a reciprocal process is also occurring: They recommend using more structured inter-
the interviewer is impression managing the view procedures. Similarly Fletcher (1989)
candidate. It is the deceptive, manipulative, suggests using board or panel interviews and
insincere impression management that needs to assessment centers to reduce manipulative
be detected, minimized, and discounted. How impression management by applicants.4
might this be done?
4. Train interviewers to focus on strategic rather than
1. View impression management as a skill not as a tactical impression management. A central theme of
deficit. There is little doubt that impression this paper has been that not all impression man-
management is very common in employment agement is inherently unfair in employment
interviews. Instead of discounting this behavior, interviews. Rather, that impression management
Fletcher (1989) recommends using the employ- which is deceitful and manipulative should be
ment interview to assess how good candidates are considered unfair. Thus, one way to increase
at impression management. Thus, rather than fairness is to make it more likely that candidates
viewing impression management in the employ- will engage in more sincere forms of impression
ment interview as an obstacle it might be better management. A way to encourage more sincere
seen as a potential source of valuable information impression management is to increase the verifi-
about an applicant’s ability to do the job. ability of the information sought. Impression
Regarding impression management as a valuable management research (cf. Schlenker, 1980) has
skill rather than as inherently dysfunctional found that individuals will act in self-enhancing
recognizes that much of organizational success ways to please significant audiences in the
depends on the ability to master “organizational absence of a “reality check”. However, when
politics” (Gilmore and Ferris, 1989b). information exists which could repudiate an
overly positive claim, individuals will present
2. Train interviewers to recognize various kinds of themselves in a more accurate fashion, one that
applicant impression management. Some of the is closer to what they really believe. As Schlenker
previous employment interview literature has (1980, p. 188) notes, “The more difficult it is
viewed applicant impression management as for the audience to check the veracity of a self-
“noise”, something to be detected and dis- presentation the more likely people are to self-
counted. The expansive view considers impres- aggrandize”. Similarly, in discussing employment
sion management to be more complex and not interviews, Fletcher (1989, p. 275) notes, “. . .
inherently “bad”. Thus, some knowledge of the individuals moderate their self-assessments when
nature of the positive and negative aspects of they know they will be subject to subsequent
impression management could be added to external checking”.
interview training. As Fletcher (1990, p. 747) It would seem therefore that to increase
writes, “. . . it might be possible to sensitize fairness in employment interviews the discussion
interviewers to the different kinds of impression should be focused on verifiable information that
management strategies that candidates use and is less likely prone to distortion, deception and
the effects they have, so that they can identify manipulation. One way to do this is to train
806 Paul Rosenfeld

interviewers to distinguish between tactical and tactical impression management behaviors


strategic impression management behaviors (smiles, complements) positively influenced inter-
(Gilmore and Ferris, 1989b; Tedeschi et al., viewer perceptions of an applicant but informa-
1985, chapter 3). Tactical impression manage- tion about credentials and qualifications did not.
ment refers to behaviors aimed at making
short-term, immediate favorable impressions
(e.g., making the interviewer like the applicant). Notes
Examples would be things such as comple-
menting the interviewer, agreeing with the * The opinions expressed herein are those of the
interviewer’s statements and positive nonverbal author, they are not official and do not necessarily
behaviors such as smiling and eye-contact. The represent the views of the U.S. Navy Department.
1
goal of tactical impression management by an Fletcher (1992, p. 362) also sees courses, seminars
applicant is to make a quick, short-term positive and popular books that train job applicants to use
impression on the interviewer. Strategic impres- deceptive impression management tactics as raising
sion management behaviors have more long-term issues of fairness.
goals; they are tied to better established, long-
term identities involving a person’s credibility, There does seem to be some danger that the pro-
vision of training that facilitates deceitful impres-
competence, and trustworthiness. While in many
sion management might have a wider effect in
informal social interactions, a person may have a making interviewers doubtful of the veracity of
similar level of knowledge about someone’s what they are being told, even when they are
short-term or long-term identities, this is gen- dealing with honest candidates, and in so doing
erally not true for employment interviews. As undermine confidence int he selection process as
Gilmore and Ferris (1989b) note, an interviewer a whole.
usually has a great deal of information relevant
2
to a applicant’s long-term (i.e. strategic) identity. Other forceful arguments have been made against
“In impression management terminology, this the restrictive view of impression management.
prior information (i.e., application blank or Tetlock and Manstead (1985, pp. 61–62) note,
resume) available to the interviewer is typically “Although some writers have used the term impres-
strategic impression management data (Gilmore sion management to refer to the self-conscious
and Ferris, 1989b, p. 202)”. Furthermore, the deception of others . . . there is no compelling psy-
chological reason why impression management must
applicant knows that the interviewer has this
be either duplicitous or under conscious control.
information and is aware that much of this Impression management may be the product of highly
information is verifiable (i.e., can be checked for overlearned habits or scripts, the original functions of
accuracy). Since verifiability reduces scores on which people have long forgotten. Similarly,
individual differences scales that assess conscious, Schlenker and Weigold, (1990, p. 827) write, “It is
strategic impression management (e.g., Marlowe- myopic to argue that self-presentation primarily
Crowne) but not on scales that assess impression involves pretense, deception, or illegitimacy. Self-
management that a person truly believes presentation involves packaging desired self-identifi-
(Rosenfeld et al., 1994a), it would seem that cations so that audiences draw a preferred conclusion.
focusing the employment interview on aspects of . . . There is nothing nefarious, superficial, or
a candidate’s strategic identity – his/her compe- Machiavellian about packaging. Just as a textbook
tence, credibility, long-term achievements – writer must edit information to present it in a
readable, concise fashion, so must people edit infor-
rather than short-term impression management
mation about themselves in everyday life to provide
behaviors aimed at pleasing the interviewer, the “best” description possible”.
would ultimately result in less distortion and 3
Training managers to recognize various impression
more fairness. Training interviewers to focus on management techniques and defend against being
long-term accomplishments rather than short- manipulated by them has been previously recom-
term “slickness” may be needed. As discussed mended (Giacalone, 1989) but apparently has not
previously, Gilmore and Ferris (1989a) found that been systematically carried out. Gilmore and Ferris
Impression Management and Employment Interviews 807

(1989, p. 564) see the task being one of training inter- Impression Management in the Organization (Lawrence
viewers to distinguish style from substance. Erlbaum, Hillsdale, NJ).
“Interpersonal skill-building that focuses on infor- Giacalone, R. A. and P. Rosenfeld (eds.): 1991,
mation solicitation and exchange and that helps to Applied Impression Management: How Image Making
educate interviewers in the distinction between Affects Managerial Decisions (Sage, Newbury Park,
substantive content and merely opportunistic behavior CA).
on the part of the applicant should be an important Gilmore, D. C. and G. R. Ferris: 1989a, ‘The Effects
addition to such programs.” of Applicant Impression Management Tactics on
4
Another way of reducing ambiguity and uncer- Interviewer Judgments’, Journal of Management 15,
tainty recommended by Fletcher (1990, p. 747) is “by 557–564.
giving all candidates for a post a briefing on how they Gilmore, D. C. and G. R. Ferris: 1989b, ‘The Politics
were expected to present themselves in the interview. of the Employment Interview’, in R. W. Eder and
This would help to establish a common set of expec- G. R. Ferris, eds., 1989, The Employment Interview:
tations about what behavior is appropriate.” Theory, Research, Practice (Sage, Newbury Park,
CA), pp. 195–203.
Kacmar, K. M., J. E. Delery and G. R. Ferris: 1992,
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