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first impressions: an asset for women leaders ?
Social psychology and neuroscience confirm these intuitions. According to studies, first impressions are formed in about 0.1 to 0.5 seconds. This shows how quickly our brain judges personality traits based on non-verbal cues. A study by Willis and Todorov (2006) revealed that people could evaluate traits such as trustworthiness, competence, and attractiveness based on an image shown for just a fraction of a second. Judgments on traits such as competence and likability are made almost instantly. A study by Forster et al. (2017) indicated that when individuals form a first impression, they tend to seek out information that confirms their initial impression rather than information that could contradict it. This is known as the confirmation bias.
More specifically, research has shown that sustained eye contact during the first interaction can increase the perception of trustworthiness. Therefore, individuals judged to have good eye contact are generally perceived as more competent. Finally, studies have shown that physical attractiveness also plays a role in forming first impressions, with individuals considered attractive often receiving a more positive perception. The same research notes that, although physical attractiveness is important for both genders, men may place more importance on physical attractiveness when evaluating a woman, while women may pay more attention to personality traits or signs of competence.
The importance of appearance, both in the first impression and beyond, is also gendered. Norms and expectations are much heavier when it comes to women. Thus, in terms of expectations, recent surveys show the importance of makeup, even after the Covid years. There are, of course, differences depending on the sector of activity. However, overwhelmingly, both women and men believe that makeup appropriate makeup increases the impression of professionalism. In terms of norms, the concept of the male gaze is enlightening for understanding the difference in perception between a woman’s appearance and a man’s.
The “male gaze,” literally “gaze of the male,” is a theoretical concept developed by Laura Mulvey in 1975. It refers to the way visual culture (cinema, television, advertising) is shaped by a masculine perspective and presents female characters in a way that pleases a male audience. This phenomenon has strongly contributed to the sexualization and objectification of the female body. On screen, it is often reduced to an object of desire and rarely exists as an autonomous and complex subject. Such a duty-to-please injunction, mass-produced and long-standing, is internalized by everyone and adds to the restrictive beauty standards. On a cognitive level, when addressing an audience, a woman’s message is always competing… with her appearance. Her appearance can either support or hinder her. It is therefore essential to integrate this factor to maximize listening and attention.
In addition to appearance, physical posture is also subject to biases, as the non-verbal cues typically associated with leadership (self-assertion, dominance, extraversion, etc.) are not interpreted the same way depending on whether they come from a man or a woman. Women may be judged more harshly for assertive or dominant behaviors, while similar behaviors in men may be valued. Signals typically associated with confidence and dominance, such as an open posture, taking up space, shoulders back and chest out, sustained eye contact, expansive gestures, a low and resonant voice, confident facial expressions, or even taking the initiative in verbal exchanges, leading discussions, or encroaching on proxemic distance (personal distance between two people) are not interpreted in the same way. At the same time, postures typically associated with femininity (subtle gestures, soft voice, modest and avoiding gaze, head tilted to the side or downward, arched back, frequent smiling, crossed legs, swaying hips while standing, withdrawn speech, larger proxemic distance) can charm and/or reassure but risk failing to convince. Hence the dilemma: feminine, but not enough of a leader, or a leader but not feminine enough…
The “male gaze,” literally “gaze of the male,” is a theoretical concept developed by Laura Mulvey in 1975. It refers to the way visual culture (cinema, television, advertising) is shaped by a masculine perspective and presents female characters in a way that pleases a male audience. This phenomenon has strongly contributed to the sexualization and objectification of the female body. On screen, it is often reduced to an object of desire and rarely exists as an autonomous and complex subject. Such a duty-to-please injunction, mass-produced and long-standing, is internalized by everyone and adds to the restrictive beauty standards. On a cognitive level, when addressing an audience, a woman’s message is always competing… with her appearance. Her appearance can either support or hinder her. It is therefore essential to integrate this factor to maximize listening and attention.
In addition to appearance, physical posture is also subject to biases, as the non-verbal cues typically associated with leadership (self-assertion, dominance, extraversion, etc.) are not interpreted the same way depending on whether they come from a man or a woman. Women may be judged more harshly for assertive or dominant behaviors, while similar behaviors in men may be valued. Signals typically associated with confidence and dominance, such as an open posture, taking up space, shoulders back and chest out, sustained eye contact, expansive gestures, a low and resonant voice, confident facial expressions, or even taking the initiative in verbal exchanges, leading discussions, or encroaching on proxemic distance (personal distance between two people) are not interpreted in the same way. At the same time, postures typically associated with femininity (subtle gestures, soft voice, modest and avoiding gaze, head tilted to the side or downward, arched back, frequent smiling, crossed legs, swaying hips while standing, withdrawn speech, larger proxemic distance) can charm and/or reassure but risk failing to convince. Hence the dilemma: feminine, but not enough of a leader, or a leader but not feminine enough…
Fortunately, there are ways to avoid these contradictory double binds. It has been observed that female leaders are judged less negatively when their performance is accompanied by traits traditionally considered feminine, such as empathy. Some studies suggest that influential men more often use expansive physical signals of dominance, while influential women tend to focus on more subtle verbal and social strategies. Moreover, in some professional environments, dominant behaviors are increasingly accepted and encouraged in women. And above all, a thoughtful approach to appearance, posture, and vocal identity can not only neutralize these contradictions but also turn them into true assets.
Since you’ll be assessed and judged, you might as well sharpen your self-presentation strategy! This is the focus of Module 2 in our TOTALIMPACT.E program for women leaders!