Professional image under threat: Dealing with learning–credibility tension

Abstract

How does one learn and build credibility simultaneously? Such is the challenge faced by an increasing number of professionals, who must quickly get to grips with new assignments while displaying sufficient knowledge to be regarded as experts. If they do not, they will be unable to exert influence over the situation. To address this puzzle, we draw on data from 21 months of participant observation during consulting assignments, and interviews with 79 management consultants. Building on Goffman's notion of face, we identify 'learning-credibility tension'-a discrepancy between a newcomer position that requires professionals to learn, and a role-based image that requires credibility-as a salient and costly issue during organizational entry. Specifically, we find that consultants experience threats to their face during interactions with clients. They deal with these threats by performing individual tactics that help them reduce the anxiety associated with learning-credibility tension, and support their relationship with clients. Our study builds theory in socialization by revealing tactics that allow professionals to keep face while seeking the information they require to adjust to new settings. We also contribute to substantive debates on management consulting by relating insights from the sociology of professions to contemporary knowledge workers.

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