Self-Promoting and Modest Job Applicants in Different Cultures

Abstract

The goal of this study was to investigate the influence of the recruiter’s cultural background on the evaluation of a job applicant’s presentation style (self-promoting or modest) in an interview situation. We expected that recruiters from cultures that value self-promotion (e.g., Canada) will be more inclined to hire self-promoting as compared to modest applicants and that recruiters from cultures that value modesty (e.g., Switzerland) will be less inclined to hire self-promoting applicants than recruiters from cultures that value self-promotion. We therefore investigated 44 native French speaking recruiters from Switzerland and 40 native French speaking recruiters from Canada who judged either a self-promoting or a modest videotaped applicant in terms of hireability. Results confirmed that Canadian recruiters were more inclined to hire self-promoting compared to modest applicants and that Canadian recruiters were more inclined than Swiss recruiters to hire self-promoting applicants. Also, we showed that self-promotion was related to a higher intention to hire because self-promoting applicants are perceived as being competent.