Professor David Long gives key insights into impression management on RVA Today

How you show up matters—whether stepping into a job interview, leading a team meeting, or networking with potential clients. That's the message David Long, J. Edward Zollinger Term Associate Professor of Business at William & Mary's Raymond A. Mason School of Business, delivered during a recent appearance on RVA Today.

In a lively segment sponsored by the Mason School, Professor Long unpacked the concept of impression management—the intentional strategies people use to shape how others perceive them.

"Impression management is any intentional thing you do where you're trying to shape how you're perceived by others," Long explained. "It's an effort you make when you really want to make a good impression."

When it comes to making a strong first impression, Long emphasized two critical dimensions: warmth and competence.

"Warmth is about establishing trust and likability," he said. "You can convey that through eye contact, using someone's name in conversation, and even your posture. Anything that signals, 'I'm trustworthy' matters."

The second key, competence, is about showing others you can deliver. "Do you follow through on commitments? Meet deadlines? Help others succeed? That's what signals competence."

But here's the twist—most people instinctively lead with competence, believing that proving their skills and qualifications will win others over. Yet research and real-world experience suggest otherwise: in those crucial first moments, it’s warmth—our ability to connect, to be trustworthy and approachable—that has the greatest impact.

"People want to know, 'Can I trust you?'" Long said. "So if you're going to prioritize one of the two—especially early on—prioritize warmth. Lead with that, and then build your competence on top of it."

As a professor of management at the Mason School, Long studies how workplace behavior, leadership, and interpersonal dynamics shape professional outcomes. His practical advice on impression management offers valuable insight for anyone navigating today's fast-paced professional world.