Image Management

Article written by Brittany Taraba

I walked anxiously from the waiting room when my name was called. Having never been to an interview before, I was silently reviewing the episodes of The Office where an interview was involved, hoping to glean some insights into how it would work and what they would ask. I knew my strengths – I’m a quick learner, my resume was solid, and I was highly motivated to make some money. Things were going well until I got to the question, “What are your weaknesses?” I didn’t struggle to find an answer. “Well, I’m a little disorganized. I have trouble waking up on time. I tend to find new ways of doing things instead of following a structure. I can be emotional, too. Do you want me to list some more?” Epic. Fail.

Was it naivete? Did I secretly hope to sabotage myself for a job that didn’t exactly match my interests? Why did I lack even a basic instinct for self-preservation? Years later at my desk at Birkman, I would finally have a name for it – Low Critical Image Management.

Image Management is a part of Birkman Mindset, a set of six perspective scales derived from the same questions as the Birkman Components. There’s a key difference, though. Where the Components describes behavior, the Mindset report focuses on internal attitudes. Image Management specifically measures the extent someone puts energy into creating and maintaining a favorable public image. People will fall into one of three types of Image Management, though there are, of course, nuances within those. Each one offers strengths as well as potential pitfalls, particularly in the workplace.

High Image Management

A person with a High Image Management score is driven to maintain a positive public image. They can be motivated to change their behavior if they sense that it will improve their image to others. This also drives them to put energy into appearing positive, enthusiastic, and even charming. These can all be strengths in the workplace. They can be great at being the face of an organization or brand because they view it as an extension of their own image. Therefore, they will work hard to keep it in good standing. They are ready and willing to be known as an asset, so they will dedicate their energies to accomplishing that.

However, there are times when this perspective is limiting. Because they want others to focus on their strengths, they may not apply themselves to goals where they foresee failure. This could result in a reluctance towards risk-taking – why try a new way of doing things that we could get wrong, when we could keep doing what we’re doing well? They may also struggle to accept feedback. There’s a tendency to maintain their image, and accepting responsibility for failure may, in their mind, cause others to think less of them. This may result in blame-shifting or having a more intense reaction to criticism. As a coach, it can help them to see times where it’s okay to let go of others’ approval. Remind them that it’s okay to fail and to learn from those mistakes without worrying about how others will perceive it.

Low Image Management

Low Image Management scores come in two “flavors,” metaphorically – Critical and Affirming. However, they do share some commonalities. First, they are driven by an intrinsic desire, rather than an external image, to do well. They see their worth tied to their performance. They tend to own both successes and failures, and they tend to show up as they are instead of maintaining an appearance. This also means they are more willing to take on risks because those risks could lead to even better results.

Low Image Management - Affirming

People with this perspective tend to have an overly optimistic outlook of both themselves and others. They desire genuine feedback and opportunities for growth. They expect the best from everyone. That can lead, though, to unrealistic expectations of others. When people don’t show up the way those with Low Image Management Affirming scores think they should, they may readily criticize or judge those people. They are highly driven by results, which may lead to being demanding or overbearing as a leader. Coaches can help broaden their perspective by reminding them that others may not need to do things their way to be effective, and they will need to provide encouragement to balance out their judgment and high expectations.

Low Image Management - Critical

People with this perspective tend to be free thinking and independent. They are keenly aware of their weak areas and seem to be on a constant, striving path. This can leave others feeling like even successes are not “good” enough for them. In contrast to High Image Management, these individuals love taking risks. In an effort to try what’s new and different, they may abandon things that feel “boring” or too status quo. They can also struggle to be motivated to do things they aren’t interested in – they aren’t going to feign interest or enthusiasm when they don’t have personal buy-in. While they tend to be accepting of others, they may question people who look “put-together.” Here, a coach might be effective by exploring times when it is important to show up conventionally for the sake of those around you. They might also demonstrate ways to be more calculated in risk taking, noting times where it’s not necessary to “reinvent the wheel.”

For me, I am attempting to practice the art of pausing (even for a moment) to reflect on what went right and owning it. It’s not just about building my self-worth. It’s about allowing myself and those around me to have a joyful, relaxing pause before climbing the next mountain. I would definitely not say I’m good at this yet, because it’s so counterintuitive to the perspective I have.

At the very least, I can say with confidence I am more polished at answering the “what are your weaknesses” question these days.

This was just a taste of the Birkman Mindset program. Hungry for more? Here are few next steps to consider:

1. Dive into your own Image Management Report and reflect. How is your perspective shaping your role at your organization?
2. Take our Image Management E-Learning Course. You’ll dive deeper into each Mindset and discover more Coaching Insights
3. Register for Birkman Mindset training. If you want to really dive in, our November Mindset Certification will prepare you to go even deeper with your clients.