As The Treasurer pointed out in May, the flexible working arrangements that companies and staff have had to adopt to manage their way through the COVID-19 crisis is bound to leave a lasting imprint.
Indeed, rather than expecting work styles to snap ‘back to normal’ when the crisis subsides, firms should try something more realistic: think about how best to enshrine the efficiencies they have discovered at this challenging time in their policies and procedures going forward.
One of the biggest implications of that approach is that people will be spending a lot more time speaking to each other on videoconferencing platforms. So, video-based job interviews and appraisals are likely to be far more common in the months and years ahead than they were before the crisis dawned.
With that in mind, The Treasurer reached out to three, seasoned experts in the field of image grooming to ask them how professionals can ensure they will make the right impression on everyone they meet as they evolve from office stars to video stars.
Former BBC newsreader Diana Mather is a tutor at etiquette and protocol institute The English Manner. When the UK Parliament was first televised, politicians sought out her expertise to help them improve their public image.
Video producer and coach Mi Elfverson is founder of consultancy The Vlog Academy, which advises firms on how to create captivating video blogs aimed at current and prospective customers.
Digital strategy guru Jonathan Phillips specialises in collaboration and workplace technologies. As head of consulting at Simply Communicate, he works with clients on their intranet, digital workplace and communication challenges.
Let’s hear what they have to say…
Diana Mather It is essential to have at least two looks and two different locations – or backdrops – if possible.
Mi Elfverson One very important bit of prep for giving a good account of yourself on video is to ascertain who your viewer is. The better you know who you’re talking to, and the purpose behind the call, the better you will come across.
As such, there will be a slight difference in how you turn up and compose yourself, depending on whether you’re talking to your brother or your boss. Even online, dressing for the occasion remains a rule. In a job-interview scenario, you don’t want your potential employer to find you scruffy and unkept.
However, if you’re a manager and speaking to your staff on a Friday afternoon, it’s possible that you want to create a more personal conversation and be a bit casually dressed, opening the way for a more relaxed meeting. That will connect with people on a different level.
Jonathan Phillips There’s a broad recognition that, when you’re working from home, slightly different dress codes apply. It looks a little incongruous, for example, when we see fully suited politicians interviewed via cam from their not entirely formal home offices. So, I do think it’s important to appreciate the medium and the context.
I personally have a jacket in my home office ready to throw over a more casual shirt, just in case I arrive on a video call and see everyone’s more formal than I am. For that reason, I never open a web conference with the video on!
DM For appraisals or interviews, your look should match your normal office wear – and that depends on the formality and culture of your organisation. If it’s a Zoom or Skype meeting, a smart shirt (properly ironed!) for men and a jersey or blouse for women should fit the bill.
Colours are very important as they can make you look vibrant and healthy, or tired and drained. For catchups, wear what is comfortable – but always look as though you have made an effort.
ME As with any meeting or interview you would do in person, you will need to do your homework. If you’re going out on video, speaking to 100 people on a specific topic in your field of expertise, you will want to look and sound the part.
You must be well prepared and line up all your facts and figures – and also ensure you don’t look as though you’ve just rolled out of bed.
One way to raise your own confidence is to ensure you feel good about yourself. So, make sure you’re wearing a colour that suits your complexion, a well-ironed shirt and, for women, perhaps a little bit of extra makeup. It’s nothing to do with fashion or trends – it’s more important to feel what works best for you personally.
DM Smile when you say “Hello.” Sit up straight and maintain eye contact. The occasional nod while listening helps the speaker to know that you are concentrating – but be conscious of your listening expression: try not to frown or bite your lips as you absorb information, and be aware that you are ‘on camera’ for the duration of the call, and therefore can’t afford to mentally or physically switch off.
ME The best way to connect with someone online is to see it as a personal conversation. Try to relax into a more conversational tone of voice, and lean in towards the camera – thereby engaging with the viewer – rather than crossing your arms and distancing yourself.
If you are too stiff, with the framing only around your head – leaving out your arms and hands – you will look like a mugshot, or a rabbit in the headlights. But if your hands are visible, and you use gestures as you would in a face-to-face conversation, you will not just emphasise what you are saying more clearly, but ease up your look, too.
Use your hands in a gentle way, as if you’re conducting your own speech.
JP Attentive body language is vital – you don’t want to signal that you’re not fully engaged in the conversation. So, sit up straight, with your eyes trained directly on the camera – not least because good posture is great for your health as much as creating a great impression.
DM Don’t slouch over your desk or table. Don’t fiddle with your hair or face. Avoid looking around the room, slurping coffee or messing with papers.
ME When people don’t like the camera, they tend to draw away from it, pull in their chin and tighten up. We sense all this as viewers. We also see a lot of people who rub their noses and swivel on their chairs while speaking. It’s not ideal as it comes across as nervous or disengaged.
JP Many of us who regularly work from home enjoy the use of two screens – for example, I could have a web conference displayed on my first screen and other work lined up on the second. Regrettably, however, that can result in one’s eyes looking off-shot, drawn to the other content, which can make you look as though you’re not focusing. As such, if it’s an important call, I’ll turn off my other screen. It’s the only way I can avoid temptation.
DM A plain background is best for formal meetings. Some books and paintings are fine, but make sure they blend in and aren’t distracting. You don’t want someone thinking, Oh – I’ve read that! or What is that picture behind your head? rather than listening to what you are trying to say.
A lamp or plant in the background looks good for less formal meetings. To look your best, face a window: the incoming light is flattering. But avoid the temptation to gaze out of it – it’s essential to concentrate on the screen and the person, or people, you’re talking to.
ME Choose your background carefully. Everything the viewer can see behind or around you will determine how they interpret who you are. So, if the background is cluttered and full of rubbish or toys, that’s the impression they will have of you. If you have bookshelves, make sure they’re tidy and that the most important books on your specialist field are visible.
One option you could explore is to set up a background that you know will always work, and to which you could return to with little effort – perhaps paint a wall and have a few plants behind you. Alternatively, you could choose a neutral, plain background: it’s really easy to create a solid colour background by setting up a blackout roller blind on a rope through two hooks in the ceiling. They come in lots of different colours.
Always make sure your background is clean, dusted and decluttered before you start filming. If you’re speaking from a sofa, fluff the cushions. Ensure there’s no cat hair or breadcrumbs on them and that everything looks neat and tidy.
JP One of the fun parts of lockdown has been the ability to be nosey and peek into other people’s home offices. It’s fascinating to see behind the face, physically and metaphorically – fun to understand who colleagues really are.
Now, webcams in open offices do raise myriad privacy concerns. Is it appropriate for your colleagues to see photos of your children? Do you feel comfortable in having colleagues know you’re a guitarist, or a book collector – or simply messy?
For that reason, I tidy the area of my home office that folks can see behind me. Microsoft Teams users can blur their existing background or swap it out for a more corporate view, hiding their personal paraphernalia. But I’m following a colleague’s lead with a more radical approach by installing a green screen and broadcasting my own custom-made background. Aspirational Danish interior? Cosy cottage? I can now project any impression I like.
DM Don’t have mountains of papers or files in view, or too many pictures of the family. A glass of water is fine – but too many used coffee cups doesn’t convey a professional image!
ME Avoid having anything in the background that isn’t aligned with your brand or position. Anything to do with your personal political stance, specific types of music or alcohol preferences can be really damaging. Just try and stay neutral if you can.
Plus, remove food leftovers, snacks or fizzy drinks. It may also be important to consider sustainability and the environment. Try to avoid having plastic bottles, disposable cups and other types of non-recyclable products in frame.
Family photos can be nice – but make sure you’re not publicly exposing any pictures of children or family members that you might regret.
JP I would avoid anything deeply personal, or items that may offend, upset or even titillate. Don’t become the topic of conversation.
Matt Packer is a freelance business, finance and leadership journalist