In our increasingly networked world, information and sensory overload means that people have to judge other people more and more quickly – for example in sales or job interviews.
The success of companies also depends more and more on the enthusiasm and persuasiveness of the acting leaders – for example in the direction of the capital market, in corporate transformation processes or the recruitment of urgently needed specialists.
Thanks to scientific studies, for example by D. Kahneman and A. Tversky, we have known since the 1970s that human perception is controlled by emotions and that non-cognitive factors significantly influence the assessment of people and content.
Nevertheless, there is little focus on factors that optimize personal impact in this country. On the contrary: they are seen rather critically.
Women in particular often tend to regard substance as a sufficient factor for success and to underestimate the importance of personal impact. As a result, their competence is often less visible than men and they run the risk of being overlooked when it comes to career options.
The education system in Germany should also teach personal impact
In our opinion, socialization and the education system in Germany still focus very one-dimensionally on the promotion of content substance as the sole key to personal success.
Intellect, expertise, diligence and perseverance are strong predictors of career success, but are they still enough in today’s world? We think: no.
From our point of view, we should attach more importance to factors of personal impact in order to be successful in the long term.
After all, relevance and the associated high personal market value and sustainable success can ultimately only be achieved with both components – substance and effect.
With the substance at hand, however, an optimized effect can develop an exponential effect. Therefore, the development of personal impact should be more in focus. It can be worked on, just like the development of knowledge. The more aware we are of them and the sooner we start, the better.
How something is said determines perception by others more than what is said
What specifically characterizes personal impact? Seven factors play an important role:
1. Charisma
According to French-American consultant Olivia Fox Cabane, charisma boils down to three key ingredients: presence, power, and warmth. They lead people to show sympathy and interest in another person. And interest is the door opener for any collaboration.
2. Trustworthiness
It arises above all from the factors of authenticity and integrity. These lead to people being experienced as being easier to assess, since their own behavior is seen to be very much in line with their own values. In addition, authentic people are open about their own weaknesses, views and intentions, which further promotes trust in others.
3. Rhetoric, kinesics and dialectics
Various studies show us that the way something is said (rhetoric) determines how others perceive it more than the content. The ability to conduct effective conversations (dialectics) also significantly influences the evaluation of the content presented. Facial expressions, gestures and body language (kinesics) are other aspects that influence personal persuasiveness.
4. Resilience
It consists of psychological resilience and good self-management and is closely linked to the courage to campaign for content that is personally relevant. This contributes to the perceived integrity and also conveys a personal sense of calm and serenity.
Substance must also be sold effectively
5. Network
All the factors described above need a stage. This necessary visibility is easier to achieve with a relevant network.
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6. (Social) media brand
Visibility cannot only be built up through networks, but also through targeted media work. Fast and wide-ranging with the help of social media, where you can publish your own content. The development of a media brand, in which the selection of content by the appropriate editorial staff represents an additional quality feature for the person and content, also contributes to serious perception.
7. Appearance
Numerous studies, such as a recent study by the UCL School of Management, show that people are much more influenced by their attractive appearance than we would like to rationally admit.
Conclusion
Substance x Effect = Relevance. Substance is essential. However, like any other good ‘product’, it needs to be communicated and sold effectively. Further training in this in professional life is helpful; However, it would be better to develop your own impact within our education system at a younger age. Because this is the only way to ultimately change the social assessment of these success-critical factors.
The author:
Julia Küting is Senior Vice President Human Resources at pump manufacturer Wilo.
Contributors to the guest post:
Christina Richter is the founder and managing director of the Personal Branding Institute in Berlin.
Fabian Kienbaum is managing partner at Kienbaum and co-partner of the non-profit organizations Startup Teens and GenZ Talents.
Hauke Schwiezer is co-founder and managing director of the non-profit organizations Startup Teens and GenZ Talents.
More: How to leave an impression on Instagram and Co.