THE PECULIARITIES OF THE STEREOTYPES’ CONTENT IN THE ASSESSMENT OF PROFESSIONAL ACTIVITY OF THE STAFF BY A SERVICE INDUSTRY MANAGER

The paper presents the empirical study of the stereotypes’ content in the manager’s assessment of the success of the professional activity of the staff. The purpose of the study is to determine the peculiarities of the stereotypes’ content in the assessment of the professional activity of the staff by the manager of the service sphere. Using the “Semantic differential” method, the authors studied the peculiarities of stereotypes of the assessment of personnel activity by the manager. The paper describes the stereotypes, determined during the study, in the case of assessing personnel with the successful professional activity by modern managers. The peculiarities are observed in the following patterns: successful – it means “without the external distinctive features (piercing, tattoos, etc.)”, “taking care of one’s own health”, “open” and “with high experience”, “collectivist”.

The paper presents the results of the study on stereotypes in the managers’ assessments of personnel with the unsuccessful professional activity. The peculiarities of manager stereotypes when evaluating a staff member with the unsuccessful professional activity are the following: “with no work experience”, “unwilling to communicate”, “frequently ill”, as well as the employee’s “apathy”, “the presence of the external distinguishing features (piercing, tattoos, etc.)”. The employees with the varying degrees of the predominance of these features are often stereotypically considered by managers as the unsuccessful in their professional activity.

The paper presents the results of comparing the prevailing characteristics of stereotypes when evaluating the professional activity of personnel in the sphere of service. Their concordance in the most significant values in dichotomies: “The external distinctive features” – “Without external distinctive features”; “Apathetic” – “Active”; “Healthy” – “Sickly”; “Open” – “Unsocial”, “High experience” – “With no work experience” allows determining the main criteria that create the objective assessment of professional activity of the staff.

On the results of the study, the authors made the following conclusion: the assessment of professional activity of the staff in the sphere of service in terms of successfulness/success-failure is possible according to the following criteria: the external features, the activeness/apathy at the workplace, the employee’s health status, openness, and work experience.