So at some point, we have all heard the expression “you never get a second chance to make a first impression”. However, the concept of a first impression traditionally is in the context of your first in-person appearance…or perhaps maybe an email or a phone call. Something that physically and tangibly involved you. But, in today’s digital world, there are ways to “meet” you without actually interacting with you. You have an online presence that speaks volumes about you and for most of us this presence is largely unmanaged. With this in mind, here at Ethereal Exposures Photography, we like to call this unofficial online presence your “zero impression”. The stone cold fact is that before you ever get a chance to interact in person with a possible client or even a potential employer, they have already “met” you and even formed an opinion about you. You never had a chance to personally influence them and this zero impression could cost you a client or a job interview. Your zero impression is the new first impression. 

The Zero Impression

It happens often without your knowledge or direct interaction. It happens because we live in an online wealth of information and resource kind-of-world. In fact, 81 percent of shoppers conduct online research before buying things.* And, you may say, “Oh well, I am not selling anything. I am just looking for a job.” Oh! But, yes you are! You are selling you … always. So, if you are looking for a job, you probably have a profile set up on LinkedIn and hopefully a personal resume website as well. These pieces of digital personal property are assets for the brand of YOU. To potential employers who find  you, your profile should be a compelling reason for them to pick up the phone and offer you an interview. It should differentiate you, boast your talents, list your accomplishments and essentially sell why you. These pieces of the digital you contribute to your zero impression and they should be viewed as a personal asset.

Impact to Entrepreneurs

If you own a business, your zero impression is also extremely important. This impression is most likely the first encounter with you a potential client may have and could directly impact your livelihood … whether or not they choose to buy from you. There are so many others out there offering something similar or even the exact same thing, your zero impression helps a potential client choose. Clients no longer choose just a product because its a good product, they also choose who and where to buy it from. People choose to buy things from people who are relatable and personable. Companies who have an stuffy old-school personality or lack thereof are frantically trying to reinvent themselves for this reason … to become more “likeable”. Open up, tell your story, be human with your brand, but be professional. Once you are aware of your zero impression you can take control of it and make it work for you. This is also where personal branding steps in.

Think Twice about What You Post

Its a lot to be cognizant of … especially when you are on Facebook and you are sharing pictures that are funny to your friends who share a similar sense of humor … and, yet, you still have to think about who else could see what you post and how it could affect that zero impression. Or what you like on someone else’s page. I am not saying don’t share things or like things, but think about what they may say about you to an outsider and actively manage your privacy settings to safe guard items you do not want to be readily seen. Because its so easy to share EVERYTHING … doesn’t mean we should (honestly I believe most share too much). You are the content manager of YOU and this is the only way you can effectively manage your zero impression. 

The Content Manager of YOU.inc

Okay, so if you haven’t figured it out yet … yes, the content manager at YOU.inc is you! So, let’s talk about how you can effectively manage your zero impression:

• Check privacy settings on social media accounts and ensure anything that can be viewed publicly is a good representation of you  (including friend’s tags)
• Have a LinkedIn page and personal website. These tend to rank high in a Google search and are a great medium to showcase your talents. 
• Invest in a personal branding photography session to help you tell your stories in a relatable yet professional way or at the very least a professional headshot picture for your LinkedIn 

A personal branding session with Ethereal Exposures Photography not only delivers images you can use as a pictorial representation to manage your zero impression but also a one-on-one consulting service that will focus on other more technical aspects of managing your zero impression from a marketing perspective. Comment below your thoughts on the zero impression and what you have done if you are actively managing it.

“We are CEO’s of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” – Tom Peters

For additional reading, please see my other blog post “What your Profile Photo Conveys about your Personal Brand Image” 

Reference:

*81% Percent of Shoppers Research Online Before Buying