Cameras On or Off: For the Individual, Consider the Risks and Rewards
Advice on Creating the Best “Net Impression” When in Video Meetings and When Reporting “Up” or “Out”
By Stephanie Nora White
Given the explosion of remote work and how extensively many organizations now rely on video technology for meetings, I recently detailed for CEO World readers the best workplace practices and offered recommendations for organizations. Because of how important this issue is in today’s work environments, I want to expand on ways the individual leaders, managers and employees can create the best “net impression,” and why that’s critical to organizational and individual success.
Importance of Your Net Impression
A pillar of my company’s communications training—whether it’s to prepare senior executives to share vital information with their employees or position MBA interns for success and potential employment offers — is the importance of the Net Impression.
Particularly if you’re in executive leadership, you’re regularly under scrutiny by your employees. The Net Impression they have of you is shaped by many factors, including first-hand encounters, both in-person or virtual. What they observe contributes to an either favorable or unfavorable impression of you, which business schools and academicians have long documented directly impacts employee productivity and the ability to attract and retain top talent. Attributes employees expect in their leaders include interpersonal skills, specifically the ability to communicate effectively.
Leaders and Anyone Leading the Meeting in Part or in Total: Your Cameras Should Always Be On
If you’re a leader or other individual leading during a virtual meeting, you should focus on projecting confidence, competence and collegiality. That means your camera should be on, so that attendees can not only hear what you’re saying, but also see your all-important non-verbal cues. As I discussed in my June column, research shows that people on-camera are viewed as more engaged and accountable than those who stay off-screen—so you need to be visually present.
How Can Everyone in Your Organization Create a Favorable Net Impression Virtually?
Whether you’re the CEO or an entry-level employee, you can create and, if necessary, improve your net impression. Your starting point to doing that in remote situations is to create a well-lit, clean, uncluttered background.
If resources allow, a modest investment in basic equipment can elevate your remote presence. That’s why I coined the “Three Ls” that fuel your virtual net impression: Look, Lighting and Levels (or Loudness):
Look at the camera when you are speaking. It should be as close to eye level as possible, immediately in front of you. (You can always improvise by elevating your device on a stack of books, if necessary.) An eye-level shot gives viewers a sense of parity and can foster an “I’m one of you” atmosphere that makes it easier for people to pay attention and relate to you. If your laptop or desktop doesn’t have an internal camera, reasonably priced ones that can be adjusted to eye level are readily available. It’s worth the investment.
By the way, looking into the camera to provide eye contact to your audience will not be reciprocated. In online settings, the speaker gives the eye contact but they cannot receive it in real time from audience members. And yes, if you feel this is tiring, it is. This is the heavier cognitive load of online communications when done well.
If you’re working remotely from a spare bedroom or kitchen table, having a bed or refrigerator in the background is distracting and diminishes your ability to achieve your business objectives. Your aim should be for a carefully curated background that enhances your appearance, rather than distracting from it. Whether you use shelves or a wall as the main background, don’t overwhelm it with too many books or too much artwork. Less is more in online communications.
Additionally, resist the temptation to use the “blurred background” feature most virtual meeting platforms offer because it can signal something clandestine that you want to conceal from your audience. In addition, the blurred background or alternative virtual backgrounds can often result in ghosting. We’ve all seen it where our colleague looks like an alien because their head becomes oddly shaped, and when gesturing, their hands seem to create streaks. While the technology of these backgrounds has improved, they tend to distract or diminish the net impression.
Lighting. Your lighting source should be in front of your computer or monitor to illuminate your face. (Sitting with light behind you will darken your face and make it challenging for your audience to pick up on your non-verbal cues.) If natural lighting is an option, sit facing a window, and preview how you look. If your remote workspace doesn’t have ample natural light, invest in a light ring, which is easy to use and inexpensive. At the least, use available table or floor lamps to illuminate both sides of your face.
Levels/Loudness (or audio). Don’t rely on your computer’s speaker to suitably project your voice. A quality microphone doesn’t have to be expensive and ensures that your voice is clear, not muffled or hushed. Also use quality headphones or ear buds, paired with or connected to your device. They deliver clearer sound that will be easier on your ears, something you’ll appreciate during long meetings, or brainstorming and training sessions.
As I noted in my earlier column, organizational leaders are also responsible for ensuring that their people have the technological foundation needed to competently use video technology. You don’t have to break the bank, but your organization should equip remote and hybrid employees with the basic hardware and software, along with access to responsive IT support to resolve those inevitable issues.
Creating a positive Net Impression doesn’t mean that you never misspeak or misstep. What it does mean is that you communicate with authenticity, care and compassion. Unlike a first impression, a Net Impression is fluid and ever-changing. You can enhance an existing positive Net Impression or repair a negative one through strategically consistent communications delivered professionally and respectfully—regardless of the medium.