For students trying to enter the job market, flattery may be the key to acing certain job interviews, according to the results of a recent study.

The results question previous research that has traditionally found self-promotion to be a more effective technique than ingratiation during job interviews.

Business professors Chad Higgins at the University of Washington and Timothy Judge at the University of Florida published their study, "The Effect of Applicant Influence Tactics on Recruiter Perceptions of Fit and Hiring Recommendations: A Field Study," in the August 2004 issue of The Journal of Applied Psychology. The study was based on previous research about impression management and job staffing, according to Higgins.

"Impression management is a big part of interviews," Higgins said. "We wanted to know which (self-promotion or ingratiation) had the biggest influence."

The study consisted of three surveys completed by 116 students who sought the assistance of a placement office at an unidentified Midwestern university over the course of one full recruiting season in 2000, according to Higgins. Students participating in the study completed surveys prior to their job interview, immediately following and three months after.

After the interviews, students were asked to report the extent to which they practiced ingratiation techniques, such as finding a common bond with the interviewer, and self-promotional techniques, like talking about previous job promotions, projects and successes, Higgins said.

The final survey examined whether students were granted a second interview with the employer or even the job. Surveys also were given to the interviewers to determine whether they found the students fit for the job they applied for.

The results came somewhat as a surprise to the researchers.

"Our main finding was that applicants who ingratiated were more successful in that they were more likely to get a second interview, be viewed as fit for the job or to be hired," Higgins said.

Self-promotion was seen as having little effect on bringing about a positive outcome for job hopefuls.

"Generally studies have suggested that self-promotion has an effect, so we were slightly surprised," Higgins said.

Interviewers may be looking for some level of ingratiation or flattery, according to Marquette pschology professor Stephen Franzoi.

"Ingratiation probably yielded positive results because people have a need to feel promoted," Franzoi said.

Laura Kestner, director of Marquette's Career Services Center, said she would not be changing the way she advises students because of the study's findings.

"There is room between only using self-promotion or ingratiation," Kestner said. "I wouldn't recommend just boasting or selling out. Instead, a student should promote him or herself by giving concrete examples of demonstrated skills.

"Ingratiating in terms of speaking about a mentor or experience that helped you come to gain a certain skill is great," she said. "It shows the interviewer that you are a gracious person."

Franzoi said students should not be misled into thinking ingratiation is effective in every type of interview.

"Ingratiation is probably effective when there is just one person in the room interviewing," he said. "If there is more than one interviewer in the room, and they are not all direct targets of the ingratiation, it could potentially be negative. I still recommend for students to self-promote and use ingratiation, but use it carefully."

Some Marquette students try to find a balance between self-promotion and ingratiation.

"I try to do both," said College of Business Administration Senior Jon Mulcahy, who went on two job interviews in the last week. "I thought I did more self-promotion. With ingratiation I feel like I'm kissing up and they see right through it."

Donna Wittig, a second-year law student, takes an approach similar to Mulcahy, but also shows employers she is familiar with their business.

"I do both, but I always research the employer and try to bring up accomplishments they've had," she said. "I try to impress them. It's worked out pretty good. The employers I've gotten second interviews with were the ones I knew the most about."

This article appeared in The Marquette Tribune on Dec. 7 2004.