Introduction
Today, image is a necessary attribute of professional relations. Of particular importance in the formation of the image of an organization is the image of its first person. It is on the first person of the company that the adoption of important decisions largely depends, as well as how the company will be perceived by the public. It is the top officials that we most often see in the media and it is from them that we receive most of the information about the functioning of the organization and, therefore, associate all the activities of the organization with them. Thus, the image of the leader is one of the main factors in the formation of the image of the organization.
The image of a leader is a set of certain qualities that people associate with a certain personality personality.
Speaking about the image of a business person, a leader, we largely mean how his business partners, subordinates, and competitors perceive him. As in the case with the image of the enterprise, there are no insignificant things, every little thing, every stroke and nuance has a meaning and carries its own message.
The main features that characterize a top manager of a large company should be clear goal setting, readiness for active communication, persuasiveness and effective action. The image of the head directly determines the image of the company itself.
The personality of the leader plays a very important role in business. It is often the personality that is used to judge the company as a whole. Therefore, the problem of image formation is becoming more and more urgent for managers.
In order to correctly form his own image, the leader must adhere to a number of rules. This course work is devoted to the analysis of the methods of forming the image that exist at the present time.
Thus , the object of research of this course work is the image of the head.
On the basis of the object, one can single out the subject of research - the formation of an image.
The purpose of this course work is to reveal the concept of the image of a leader and the basis of its formation.
This goal assumes the solution of the following tasks :
consideration of the theoretical basis of the leader's image;
analysis of the formation of the image;
studying the image of a woman leader
Sources of information in the course work are: reference and educational literature, scientific articles of such magazines as "Personnel Management", "Marketing in Russia and Abroad", etc.
In the process of considering the image of a leader, methods of analysis and synthesis, a comparison method are used.
1. Image is a component of an organization's success
1.2. The essence of the leader's image
Since ancient times, people have strived for perfection. The ability to create an image, to create confidence in oneself and others in one's own attractiveness and bright individuality is an art that has been comprehended for centuries.
Image is a word of English origin denoting an image, image, representation. In the modern sense, it means the impression that a person makes on others. Moreover, this image consists of what and how a person says and does, what is his style of behavior and treatment of others, what is his appearance, manner and clothing. 1 Also, the image is formed in the course of personal contacts, based on the opinions expressed about him by others. 2
Verbal image is an opinion formed in the process of verbal communication (oral or written). If there are problems with speech that cause barriers in verbal communication (inability to clearly and clearly express thoughts in a conversation), you should avoid impromptu in oral speech, carefully prepare for a meeting with an interlocutor. The formation of a positive verbal image is influenced by the pace, expressiveness, clarity of oral speech.
A non-verbal, behavioral image is created on the basis of studying and taking into account the impact of gestures, facial expressions, body position in space. When developing a positive image, it is necessary to restrain that behavior or action that betrays the negative aspects of the character, and present those that give pleasure to the communication partner. It should be borne in mind that people are attracted by the position of the body in which the body is turned towards the interlocutor, the face is imbued with attention, the look is benevolent, there are no negative hand positions that put a barrier in communication. 3
The concept of an image includes not only natural personality traits, but also specially created ones. In addition, it speaks about both the external appearance and the inner world of a person. 4
The image endows the object with additional characteristics, distinguishes it from a number of similar ones. In reality, the object does not have the properties that others see. However, for perceivers, it has a certain significance. 1
Gaining an attractive image is not an end in itself, however, mastering it is a very significant personal and professional characteristic. The desire to cooperate with a specific person or company largely depends on the image. An attractive image is one of the determinants of business success.
The image has the following properties:
image is a conscious phenomenon, it does not exist only at the level of an individual person, i.e. the object must be known to any group of people (partners, consumers, customers, etc.);
a favorable image should have a precise address, arouse interest, attract certain groups of partners;
the image is active in its essence, it is capable of influencing the consciousness, emotions, activities of both individuals and entire groups;
the image is not once given, formed; it is dynamic, its attributes are transformed, modified in accordance with changes in itself;
the image should be plastic, change promptly, responding to economic, psychological, social conditions;
the image must be believable (correspond to what it really is or make such an impression), otherwise the image is not believed and it does not achieve its goal. 2
The image of a leader is his image, a stable idea of ​​distinctive or exceptional characteristics that give him a special originality and distinguish him from a number of other leaders. The basis of the image is a purposefully created and maintained style of work and interpersonal relations of the manager. 3
It is no coincidence that in the world of business, the skill and ability of a person to make a favorable impression is given great importance. Image specialists - image-makers - appeared for the first time in Western business. After all, with a person who does not know how to clearly formulate and express his thoughts, untidy dressed, no one will do business. The concept of "creating your own image" includes knowledge of the rules of etiquette and the ability to behave in accordance with them. 1
In the career of any manager, business image is important, i.e. a favorable impression that a person makes on people in contact with him in the business world.
The business image of a leader is a kind of visiting card, an indicator of his business and purely human qualities, testifies to his knowledge of the rules of business etiquette and the ability to creatively execute them in an appropriate setting. Good knowledge and observance of the norms of etiquette is one of the components of an attractive image. 2 The more attractive the business image, the higher the professional authority and public reputation of the enterprise or firm it represents. 3
