Impression management in Finnish residential care for children

Finnish residential care for children has transitioned into a service provided almost entirely by private for-profit companies, accompanied by increased online marketing and other self-presentational activities by these organizations. This shift has allowed organizations to engage in organizational impression management (OIM) more extensively. Impression management refers to the tendencies of individuals and organizations to create and maintain a desired perception. There has been limited international research on this issue in child protection and none in Finland. This study analysed 158 websites of Finnish residential care units operated by large care companies to identify OIM techniques and key themes. Themes on the websites included basic information, environment and facilities, staff competencies, methods and work practices. Exact staff numbers were typically not disclosed, and the sites provided little information on care outcomes, care stability, restrictive measures or costs. Legal requirements were frequently mentioned. The following OIM tactics were identified: self-promotion, ingratiation, exemplification, testimonials, boasting, dissociation and disclaimers. In addition to selectively highlighting their positive aspects, the units maintained flexible care descriptions, balancing homeliness with professionalism and individuality with communality. After identifying the themes and tactics, the article discusses what OIM may mean from the perspectives of service demand, children and families, the child welfare organization and the institution of child welfare.