Эссе на тему: The process of forming the image of a company manager.

The process of forming the image of a company manager.

Relevance of the study. The formation of the manager's image is of great importance, affecting the area of building relationships between employees of the company. A favorable image is an important aspect both in the successful functioning of the organization and in the effective implementation of the personal development of the manager himself.  In this regard, as part of this work, it is important to consider the image of the company's manager.

The interests of society and the company are the fundamental principle, the highest criterion and the ultimate goal of a manager's professional activity.  It is necessary to note the growth of the process of informatization in recent years, which implies the emergence of additional conditions for the formation of the image of the manager. And the development of the global Internet has significantly expanded people's opportunities for the free dissemination of any information, expression of views and exchange of opinions.

The development of technology increases the availability of information, and at the same time there is a need to maintain the status of a company manager. It is also worth paying attention to serious and well-thought-out work with the media, including online media, since they are able to construct both a positive and a negative image of the company manager.

The purpose of the work is to identify current trends and the most relevant technologies in the formation of the image of the company manager.

Currently, there are many approaches to determining the image of a company manager in the literature. The word "image" originated in ancient times, it came to us from the Latin language – "imago", which is interpreted as an image. Translated from English, the term "image" means the image, reputation, opinion of the general public about a person, organization, phenomenon in order to cause emotional and psychological influence on a certain group of people.

Initially, the term "image" got spread in Europe in the advertising environment and was used exclusively in it. Then it began to be used in business practice, giving it the function of psychological influence on the consumer. It was only at the end of the XX century that the term became widespread in Russia, but already in the field of politics, when it came to the image of a political figure. Then the term "image" began to spread to such professions and to such people, whose success directly depended on the popularity and authority that the audience showed. Such professions include heads of organizations, media personalities, etc.

And referring to the modern dictionary of foreign words, the image is understood as a "purposeful formed image". Here we can also note the interpretation of the American professor Robert Denton, for whom the image is a set of certain qualities that people need to associate with a specific personality. The concept of "image" has become almost universal in the field of many humanities and finds its interpretation in philosophical, sociological, psychological and other studies.

A person's image can be interpreted as a change in his external features, for example, a change in clothing style, new makeup and hairstyle.  A person's self-presentation of himself to other people plays an important role here, since initially one can pay attention only to the external qualities of a person. 

Currently, there are many approaches to determining the image of a company manager in the literature. The word "image" originated in ancient times, it came to us from the Latin language – "imago", which is interpreted as an image. Translated from English, the term "image" means the image, reputation, opinion of the general public about a person, organization, phenomenon in order to cause emotional and psychological influence on a certain group of people.

Initially, the term "image" got spread in Europe in the advertising environment and was used exclusively in it. Then it began to be used in business practice, giving it the function of psychological influence on the consumer. It was only at the end of the XX century that the term became widespread in Russia, but already in the field of politics, when it came to the image of a political figure. Then the term "image" began to spread to such professions and to such people, whose success directly depended on the popularity and authority that the audience showed. Such professions include heads of organizations, media personalities, etc.

And referring to the modern dictionary of foreign words, the image is understood as a "purposeful formed image". Here we can also note the interpretation of the American professor Robert Denton, for whom the image is a set of certain qualities that people need to associate with a specific personality. The concept of "image" has become almost universal in the field of many humanities and finds its interpretation in philosophical, sociological, psychological and other studies.

A person's image can be interpreted as a change in his external features, for example, a change in clothing style, new makeup and hairstyle.  A person's self-presentation of himself to other people plays an important role here, since initially one can pay attention only to the external qualities of a person.

In relation to this definition of image, the archetype of the "mask" or "persona" described by Carl Jung can also be attributed - this is such a social role or roles that a person performs in society and which are a compromise between what society demands from a person and what he himself wants.  Just the same, a mask can make a person who is shy in the walls of his house a rebel in the company of his colleagues if he puts on provocative clothes or brightly painted.

Also, the image as an external manifestation of human qualities was described by Max Lusher in the work "Personality signals, role-playing games and their motives".  Personality signals, according to Lusher, are not just the oval of a person's face and his other features that simply describe him, but do not give any ideas about him as a person, but such signs that one person gives to another so that the latter considers him a certain kind of personality. Personality signals are a set of behaviors chosen by a person, as well as the means by which he achieves from people such an assessment of himself as he would like to see.

The specifics of the manager's work consists in constant communication with business partners, subordinates, managers, clients. Therefore, the most important task is to learn how to leave a favorable impression about yourself, that is, to learn how to form a good image.

The manager 's image consists of the following basic elements:

• Personal image. First of all, a manager is a person, a personality. Accordingly, he has a personal image, which includes external features (face, figure, clothes, hairstyle, etc.), individual characteristics (timbre of voice, speech, manners, facial expressions, etc.), personal qualities (temperament, character, etc.);

• Professional image. This element includes the perception of a person as a specialist. It consists of such parameters as the availability of professional knowledge, experience and skills, as well as specific personal qualities that ensure professional suitability, necessary to achieve success in the chosen professional field.

The image can also be presented as a set of certain features that are intentionally attributed to a person to achieve certain goals. 

In relation to a person, this formulation can be slightly changed, and the personality brand will be perceived as a deep commitment to trust this person in a certain area, his respect and desire to see him, communicate with him and interact with him. 

An image is an image that exists in the minds of those who attribute certain qualities to a person. The peculiarity of this approach is that it focuses not on a specific person who forms an image, but on the subject of perception of this image, that is, other people who fix and create a certain image in their minds. That is, the image in this case will be an association that one person has created about another. 

There is an opinion that the image arises under the influence of public attention and is perceived directly or through the Internet and telecommunications. And along with the social interaction of an object with its environment, observation or communication, whether direct or indirect, can also act as sources of information.

It is customary for a number of scientists to consider the image based only on the outer shell, that is, taking into account the peculiarities of the perception of clothing, behavior style, and manner of communication. And this is quite logical, since from the standpoint of psychology, the first reaction of society, as a rule, arises based on the external appearance of the image-bearer, and not its real internal component. This is due to the fact that direct interaction with this object is possible for a narrow circle of people.

One of the important criteria for evaluating the effectiveness of the company's management activities is the image of the manager. And there are several types of his representations:

1. the image can be presented in the form of a certain set of qualitative characteristics that will form its image and status;

2. the image can be expressed in the context of certain features in the implementation of its functions, which were delegated by higher positions;

3. it can also be expressed in the form of image advantages in comparison with other social categories of society. The main function of the image is to create an attractive image and form a model of respectable behavior.

E. Shikareva, a researcher in the field of image, attributes psychological and physical characteristics of a person, his personal style in making managerial decisions, the type of his personality, character and temperament to the personal characteristics of the image of a company manager.

As for social characteristics, they are closely related to what is happening at the moment, with the current period of life, which requires a lightning-fast and rational reaction from the company's manager to the circumstances that arise.

And the symbolic characteristics of the image are inextricably "linked with the culture of managerial work and the culture of personal behavior." There is a specific set of qualitative characteristics that will determine a certain "ideal type" of a manager.

The main problem is that the "ideal type" may not correspond to reality or may not fully correspond to it. The solution to this problem lies in constant monitoring and research in this area.

The key characteristics that make it possible to assess the image of a company manager are his competencies. Competence implies dedication to one's work, compliance with a certain level of knowledge for the work performed, as well as the possession of managerial skills to solve professional tasks.

An important component of the manager's image is business communication skills, knowledge of business etiquette. Business etiquette is a form of business communication that helps to navigate repetitive situations. Business etiquette includes a number of rules that form the basis of the code of conduct adopted for well-mannered people:

1. Rules of greeting. Although it is generally accepted etiquette that a man greets a woman first, a younger one greets an older one, a lower-ranking one with a higher one, a civilized businessman should not wait for a partner younger in age or position to greet him.

2. Rules of communication. The address "You" first of all testifies to the high culture of the one who addresses his partner or colleague.

3. Presentation rules. First of all, it is customary to represent the youngest in age to the oldest, the lowest in the hierarchy to the highest, a man to a woman, etc. If there is a need to be introduced, and there is no one around who could help you with this, you should just give your hand and clearly identify yourself.

4. Monetary relations. Accuracy, honesty and scrupulousness have been respected in these matters at all times and among all peoples. If you have monetary obligations to anyone, they must be fulfilled on time. If for some very good reason you cannot do this, be sure to inform about it and clarify whether it is possible or impossible to postpone this deadline. In the latter case, you must keep your word. The opposite was considered and is considered careless and immoral.

5. Organization of business contacts. When inviting an employee, the boss must warn him through the secretary about the time, duration and topic of the conversation in order to give him the opportunity to prepare. In the room reserved for visitors, it is necessary to create maximum convenience for them. The whole situation should indicate attention to people.

In addition to the fact that the company manager must possess practical skills, he must also have sufficient knowledge of communication technologies, the quality of professional communication, since his job is to interact with other people.

The company manager must:

1. a conscious and comprehensive understanding of the problem areas in the management of the company;

2. the ability to quickly respond to challenges that are sent by the external environment and be able to make real analytical forecasts for a qualitative assessment of possible consequences and results of managerial decision-making;

3. the desire to master new innovative technologies and implement them into the existing management system;

4. ability to work in a team and various public groups;

5. availability of competencies and skills in the field of formation of public expert networks;

6. the ability to constantly monitor the media and public opinion;

7. having the skill to competently build interaction with the media and public opinion leaders.

It is worth noting that the company manager must comply with the internal charter of the company and have the following skills:

1. public speaking and presentation skills;

2. the ability to use innovative technologies in the field of communication; 

3. knowledge of negotiation technology and the ability to use them on time and competently if necessary; 

4. oral and written communication skills.

All these competencies are aimed at achieving effective performance in the field of management, administration and politics.

It should also be noted that the mental component plays an important role. The manager must be balanced and adequate, be able to take responsibility for his actions.

The image of the manager should speak about his status, aesthetic taste, authority. The need for a dress code is determined precisely by maintaining the image with the help of appearance. In addition, the manager must have the means of non-verbal communication, choose his appearance appropriately for the event or event to which he comes.

However, the image cannot be considered permanent and firmly established, it is dynamic and mutable depending on situations, time or people's consciousness.

So, summing up the above points of view, we can generalize the concept of image – it is the appearance of something or someone emerging in the mass consciousness.  The manager's image must meet public expectations, then it will work for the benefit of the manager, since the "ideal" image in the eyes of employees inspires trust and has a positive impact on people's opinions and feelings. It is necessary to constantly work on the image, strive for its perfection and improve the features that are not sufficiently developed.

Conclusion

In the course of the work, the image of the company manager was considered as a criterion for the effectiveness of his activities.

The image of the company's manager actually acts as an independent criterion for evaluating the effectiveness of management activities. It records the degree of compliance of the company's actions with the requirements and expectations of specific social groups and society as a whole. The positive image of the company manager acts in the public and individual consciousness as a tool aimed at positive perception, and activates social partnership on the part of colleagues. 

The image structure is a rather complex system that includes many aspects that need to be taken into account when forming the image of a company manager. All these aspects are interrelated and ignoring one of them can destroy the image as a whole. The process of image formation should be carried out in two directions: influencing the external environment – public opinion and the internal environment – the formation of a personal image. When forming the image of a manager, do not forget about the traditional factors of image construction, such as:

• MEDIA,

• organizational culture,

• ethical standards,

• professional and communicative competence.

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