I’ve learned a few things about selling a house. Timing is critical — economic cycles and seasonal trends affect marketability. And, of course, the old mantra “location, location, location” still holds true. But I also know that a property needs something more: curb appeal — an instant, positive impression that makes buyers take notice.
So when I first read Drew Westen’s , which explores the role of emotion in politics, I wasn’t surprised to learn that curb appeal is just as crucial in political campaigns. Westen calls it personal curb appeal — the feeling voters get when they see a candidate on television or social media.
First impressions now happen instantly — often online. Whether you’re a politician, business professional, entrepreneur or job seeker, your digital curb appeal is as influential as your real-world presence.
A polished, professional look matters — whether in person or online. The way you dress, speak and carry yourself influences how others perceive your competence and confidence. In a digital-first world, your LinkedIn profile, resume and video presence serve as your virtual handshake. Clear, high-quality images and consistency across platforms help create a strong, credible impression. Think of your online presence as a storefront window — make it inviting and professional.
Eye contact remains one of the most potent ways to connect. On video calls, looking at the camera rather than the screen creates the illusion of direct eye contact. Facial expressions and posture convey attentiveness. Avoiding distractions — such as checking emails — ensures engagement and prevents appearing disinterested. Whether networking, interviewing or presenting online, confident eye contact builds trust.
People make snap judgments based on non-verbal cues, both offline and online. In person, open postures and friendly gestures create warmth. Digitally, a relaxed posture and a genuine smile enhance approachability in profile photos. In video interviews, deliberate hand gestures and an open stance project confidence. On professional platforms, tone and word choice signal warmth or professionalism. Job seekers who appear engaged and authentic — both in interviews and online — make a lasting impression.
AI now shapes hiring, from resume screening to online reputation analysis. Many companies use AI-powered tools to filter applicants before an interview. Optimizing LinkedIn and digital profiles improves visibility and credibility. Speech coaching apps refine interview skills, while reputation management tools ensure a positive first impression. Digital curb appeal is often shaped before people even meet—leveraging AI and smart tools helps job seekers control the narrative.
A smile remains a powerful signal — even online. In video interviews, smiling helps maintain engagement, especially when cameras are on. In profile pictures, a genuine smile makes individuals appear more approachable. On networking sites, positivity attracts engagement, as posts with optimistic language and visuals tend to perform better. A smile can be conveyed through tone, energy and warmth — whether in person or online.
Westen found that after party affiliation, the most important predictor of voting behaviour is a candidate’s emotional appeal. The same applies to business, leadership and career success. Today, people don’t just “drive by” others in person — they first encounter them online, through social media, video meetings and AI-curated content.
I can’t guarantee you’ll land your dream job. But if you improve your curb appeal — both online and offline — you’ll stand out, attract opportunities and boost your success in today’s competitive job market.
Dr. Carol Kinsey Goman is an expert in nonverbal communication, body language, and leadership presence. She is a speaker, author, and executive coach who works with business leaders and organizations to improve their communication and leadership skills. Goman has written several books, including , which explores how nonverbal cues impact leadership effectiveness. With a background in psychology, she combines research in neuroscience with practical insights to help leaders understand the power of body language in building trust, influencing others, and fostering collaboration.
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