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Does your headshot give the right impression?

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2nd Jul 2012
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Mark Lee talks to professional photographer John Cassidy, who describes mistakes that many accountants make with their profile photos and how to avoid them.

With the advent of social media, more and more clients get their first impression of an accountant through a headshot photo. Even accountants who are less active online will often include a personal photo on their website. Some even put photos on their business cards – as I do.

There is a lot of truth in the old adage, “You never get a second chance to make a first impression.” Yet I routinely see many accountants who do not appear to have considered what impression the the photo they have chosen gives when they introduce themselves – whether on Twitter, LinkedIn their website or elsewhere.

I asked my friend, John Cassidy, a professional photographer who specialises in headshots for advice he would pass on to image-conscious accountants.

Smile!

Why do you think people place so much importance on the photos that we choose to use online?

Studies run by associations and independents alike find that people make a decision on whether or not they like you within 100 milliseconds. One-tenth of a second is all it takes to assess your profile photo and decide whether to trust you and work with you. So the image on your website or social media sites such as LinkedIn, Twitter and Facebook has a big influence on whether people want to connect with you or not.

I think it’s probably much the same for the images that accountants use on their websites too. If a prospective client doesn’t like the photo or doesn’t find a photo at all, they may move on to check out another accountant. People buy (into) people, so it’s also much easier to engage with them online if you have a photo on your profile.

That’s right. Being anonymous in your online profiles is the single biggest blunder. We’re naturally suspicious of anonymity. We give scant credence to people who literally don’t show their face, making us feel less inclined to connect with them.

Do it yourself

A homogeneous grey headshot will make people question whether you’re the right person or even whether you exist at all. People want to see the real you, not an anonymous silhouette. And using your company logo in place of a photo isn’t much better. You’re almost better off not having an

online presence at all: the lack of a photo tells people you can’t be bothered to put the time into creating a credible image for yourself. You wouldn’t do this for a job interview, so why do it online?

What tips would you give to someone who wants to take their online headshot photo seriously?

It starts with their choice of photographer. Choose one whose work you love. Ask friends and colleagues for recommendations. It will also help if you can build rapport with them. The more relaxed you are with them, the higher the chances of getting a range of images that you love.

Out of date

Listen to and be guided by your photographer. They will want to take you on a journey and teach you how to look and feel fantastic in front of the camera. The shots at the start of the session will be very different to those at the end of the session after you’ve been properly coached. Then you’ll have a sense of the poses and expressions that work best for you.

What would you say to accountants who accept the need for a photo, but would prefer to use one taken a few years ago?

Who are you trying to kid? You’re not the only one getting old – that’s life and it happens to everyone. So what if you’re a little heavier, have a few more grey hairs or those laughter lines are more visible than ten years ago? It’s you!  

Be authentic. Your online photo needs to look like you now. Having an up-to-date photo helps people recognise you, especially when they meet you for the first time.

Missing

I couldn’t agree more. I’ve lost track of the number of times I have met someone face to face for the first time but where we recognise each other from Linkedin, Twitter or some other online forum. What other tips do you have John?

Think about the messages you want to project through your photograph, for example caring, professional, confident, approachable, authoritative, creative. Your photographer will be able to bring all of these out in your images.

You can’t underestimate the importance of creating a consistent image across all of your marketing, be it PR, online profiles or direct mail. People need to know automatically who you are. Your headshot is like your logo. Having a warm, approachable yet professional headshot will help you build credibility and establish your personal brand.

I agree with this John, but I suspect we find that some more traditional accountants who don’t follow the idea of establishing a personal brand.

An accountant’s photo should show they have bucketfuls of confidence and yet are still approachable and professional. It can be a huge mistake for an accountant to use a photo that isn’t recognisably them or that includes family, pets or anything that doesn’t relate to them in their role as an accountant. Though putting your personality across is really important, people want to see the real you. They won’t admit it to your face, but they don’t actually care about your family or prized possessions.

Party crop

I understand that John, but there are some people, even some accountants who consider that they are un-photogenic. What would you say to them?

I believe there’s a great photo in everybody, no matter how un-photogenic they think they are. The best headshot photographers have a natural ability to put you at ease and leave you with images that will have you saying “Yes, that’s the real me...” Trust them – they’re professionals!

Try practising a range of expressions in front of a mirror and get used to looking at yourself as others see you. And remember to prepare properly. This is important. Get yourself together and make sure that you prepare properly so you’re looking and feeling great on the day of your shoot. Get a good night’s sleep, avoid alcohol and drink plenty of water. Treat yourself to a facial or a massage. Even consider having a consultation with an image expert who can help you choose colours and styles that suit you best.

Use a professional

What do you say to those who think they can do without the services of a professional photographer?

Anyone can have an expensive camera, but good tools alone don’t make you a good craftsman or woman. I got a set of kitchen knives for Christmas but, despite my best efforts, I’m never going to be the next Heston Blumenthal!

It’s not just about the equipment either. Professionals know how to position your feet, your body and your head to help you to give the best impression. Experience counts. I wonder how those accountants who are tempted to arrange their own photos would feel if photographers like me did our own tax returns and accounts?

John Cassidy is a professional photographer who focuses on creating brilliant headhsots. He is author of ‘Headshots’ and can be contacted via his website.

Mark Lee is Consultant Practice Editor of AccountingWEB and writes the BookMarkLee blog to help accountants build more successful practices more enjoyably. He is also chairman of the Tax Advice Network of independent tax consultants.

Replies (8)

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By George Attazder
02nd Jul 2012 21:42

Further advice from George...

... when you're having your headshot taken, be sure not to wear one of those "punch me in the mouth" smiles, where you look way too smug.

Mark, can I ask, did John take yours?

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Mark Lee headshot 2023
By Mark Lee
03rd Jul 2012 22:34

@George

Sadly not. But I did use another pro and am pleased with the results.

Mark

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By CliveBooth
04th Jul 2012 10:12

Photography

Congratulations Mark on stressing the importance of how you look being almost as important as what you say. This isn't the accountancy profession's strong suit.

Whilst I agree with practically everything you say above - as usual - what I would add is that it's important your business head shot, is just that; big enough to see your face.

Twitter's a good example where a half body portrait, such as the one in your posting above simply doesn't allow you the space to make out any detail of the subject's face.

TrevorPalin@btopenworld took my picture that I use on Twitter: @clivebooth. Another favourite photographer that I use as often as possible for client's shoots is [email protected]

It's worth a professional accountant spending half a day every three years with a professional photographer to make the best of what they have and refresh the visuals used on your website, pitches, credentials documents and company literature.

 

 

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Replying to stratty:
Mark Lee headshot 2023
By Mark Lee
04th Jul 2012 12:34

Good points Clive

Thanks for that. Yes, you're right and I'm now wondering why I chose the photo that I use on AccountingWeb in place of the ones that I use on twitter, on Linkedin and on my website.

I should probably change it for a more recognisable one - so thanks for the prompt. If anyone reading this thread wonders we're talking about it probably means I've changed the photo already ;-)

Mark

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By cfield
08th Jul 2012 14:07

Surroundings matter too

Where is the best place for an accountant to have their photo taken? In the office? Outside the office building? By a sign or other feature advertising your business? In a studio with a blue background?

For a simple head and shoulders shot this is obviously less important, but many photos are taken from a wider angle, especially if you don't use a professional photographer.

I'm no expert, but I would say take great care about what is IN your photo, especially if it's in the office. For example, do you want your laptop in the frame with you? What is on the wall behind you? Is your desk looking too clean or too cluttered?

Surprisingly, the article did not mention clothes. Most accountants would intuitively wear a suit and tie for their photo, but is that necessarily the best choice? Or would perhaps smart casual be better?

Depends on the kind of clients you want to attract I guess. Most internet savvy people tend to be less formal in their attire than old-school types, and probably prefer an accountant that looks like them, whether they are aware of it or not.

For those sort of people, who are after all our target market these days, you want an image that shows professionalism without being too stuffy. Personally I think a big friendly smile makes all the difference.

I wouldn't necessarily agree that you should go to a professional photographer though. I think most people these days are capable of taking a half decent photo, especially with a good digital camera. You just need to bear in mind the points in this article.

Comparing tax returns with photos was a bit disingenuous I think. They're not exactly the same thing are they? You generally decide whether to do  something yourself or give someone else the job according to 5 things:

a) your own abilities,

b) how much you can afford to pay,

c) the time it takes (and how much it is worth to you)

d) the extra quality a professional would bring; and

e) the need for that extra quality to achieve the results you want.

You don't get someone else to do the work just to keep photographers (or tax advisors) in a job. Or as some sort of mutual understanding not to queer each others pitch.

As it happens, many people now are quite capable of doing their own tax returns, especially since on-line filing came in. With the information now available on the internet plus modern technology, I guess there's a trend in all areas now for people to be more self-sufficient and less reliant on experts.

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By Moonbeam
10th Jul 2012 20:56

From a Woman's Point of View...

Us girls have to obey all the rules in the posts above plus more - not to look like some sort of sexual temptress, not to reveal large busty bits or acres of bare arms (or come to think of it bare anything else!). It seems a lot of younger women don't accept these caveats any longer, and I think I might have to see if I can revive the Women's Lib organisation to make the point that we are so much more than sexual objects. Having to convince other women of this is truly depressing.

I have yet to see a serious business man wanting to reveal his hairy chest or thrust other bits of his anatomy into the limelight when posing for a business photo.

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By Mark Lee
10th Jul 2012 21:59

Thanks for your comments everyone

@cfield  Sorry but I think the answer to a number of the points you think are missing from the article should be clear from the title. It's focused(!) on headshots ;-)  (And the advice is to use a professional who should help you to avoid distracting objects getting in the shot)

@moonbeam Having read many of your posts on AccountingWeb I have only now learned that you are a lady. I understand your concerns - points well made. Although again, if one remains focused(!) on headshots the issue really comes down to makeup - a subject about which I would not dare to comment. John however (and other professional photographers) would be able to advise of course.

(Loved your final sentence. Made me LOL)

Mark

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By Mark Lee
12th Jul 2015 16:23

Update

Looking back at this post I note that Accountingweb now shows my latest profile photo that was indeed taken by John Cassidy in 2014.

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