Do job titles matter? Yes, more than you might think. Here’s why.
They’re only words, but a job title can mean so much more. It’s instant branding. How you label a role is a reflection of your employer brand.
London Business School Professor Dan Cable believes job titles are a legitimate tool for improving people’s attitudes to work, as well as helping to attract talent. ‘The traditional view of job titles is that they’re about standardisation and benchmarking,’ he says. ‘But titles often send the wrong signals and fail to attract the best applicants. Companies should recognise that they are powerful symbols of who we are, what we can do and what others can expect from us.’
For example, people may perceive traditional job titles like ‘manager’ or ‘coordinator’ as being more professional or corporate. An organisation with more inventive or unique labels may be perceived as more creative or innovative.
Creative job titles
You don't have to look far to find employers who have taken a more inventive approach to job titles. Here are a few of the most imaginative and amusing job titles from online profiles and job advertisements.
Wizard of want (marketing director)
Mail escort: (mail delivery person)
Computer whisperer (IT specialist)
Chief of happiness (customer experience)
Number ninja (accountant)
Domestic engineer (stay-at-home parent)
Chief of chatting (call centre manager)
As an employer, deciding whether to get creative with your team's job titles should be part of your overall strategy. There are arguments for and against, but the right answer depends on how it fits within your employer brand.
The argument for more creative job titles
Job titles that breach convention may seem like no big deal. After all, the world of employment has changed in recent years, particularly since the pandemic.
People are embracing personalisation at work and adopting new ways of performing roles. Employers are more inclined to try new ways of working, so updated job titles could be part of that. In a busy, tight market, employers can use fun job titles as a way to stand out from the competition and attract new talent.
The argument for traditional job titles
The reason traditional job titles remain largely the norm is because this language makes sense for both the job seeker and the talent specialist who is hiring. Job seekers use titles to find jobs of a certain hierarchy or responsibility.
Using traditional job titles is a way to structure your team. It shows the line of responsibility and allows employees to understand their career path, with clearly labelled steps showing the progression to the top. It’s also a way for you to provide transparent pay grades so that employees know that their salary is fair.
Implementing the right job titles can benefit your organisation
A recent study revealed that 64% of workers would be ‘willing to accept an advanced title that doesn't include a raise.’ This indicates that people value job titles and that titles do matter, sometimes more than money.
Whether you choose traditional or non-traditional, the best approach when finding new talent is to use language talent will be responsive to. A job title needs to speak to your target audience. For example, if you use creative job titles, like customer happiness specialist rather than customer service representative, it might create the perception of a dynamic and people-focused work environment. This could attract talent seeking an employer that values innovation and out-of-the-box thinking.
An example to highlight this is social media company Buffer. They were looking for more women to join their technical team, so they replaced the word ‘hacker’ with ‘developer.’ The number of female applicants increased.
Job titles can hold value, not only for your people but for your organisation. Here are some benefits associated with using appropriate job titles in your business.
They describe what the job entails
A well-crafted job title can communicate the essence of the role and the level of responsibility. It can also show the potential for career growth. Job titles can be linked to career progression and advancement within your organisation. People are more likely to stay with an employer that offers a clear career path and recognises their achievements with meaningful promotions.
They reflect your culture
A job title can convey your organisation’s culture and values, influencing whether people see themselves fitting into your workplace.
They create a sense of purpose
People want to feel valued by their employer. A job title that reflects their contribution helps create a sense of purpose. Additionally, job titles can foster pride and identity among peers, leading to increased employee engagement and a stronger sense of belonging.
They manage expectations
A title that accurately reflects the role and responsibilities of a job will help lay out expectations from the get-go. It will attract talent that identifies with the job title while putting off people who feel they do not align with the role.
Final thoughts
Business is about people, and recruitment is marketing. Market your jobs to the relevant people, and they will find you in their job search. When you have found the right talent, agree on a title both you and your new employee feel reflects the job and responsibilities, and be open to changing it if the role changes over time.
Job titles are not just for your email signature. They are part of your talent strategy. Create job titles with a purpose to attract top talent, engage existing employees and improve retention rates. Use them as a tool for communication and branding, and it could play a part in honing your image as an organisation people want to work for.
Looking for more insights about talent attraction and engagement? Check out our employer resources.