Unconventional Job Titles:
Do They Do More Harm Than Good?

If you’re applying for a job or scrolling on LinkedIn, you’ve probably found yourself coming across one or two unconventional job titles.

Maybe there’s a job posting for a ‘website ninja’, or you’ve got a new connection request from a ‘digital wizard’.

As strange as it may seem, job titles like these are actually becoming more popular.

But, where have they come from?

Well, it’s not unusual for a job role to change its name. Originally, HR departments were known to employees simply as ‘personnel’. Then, they became known as ‘human resources’. And now, it’s common to see an HR department named something like ‘talent acquisition’.

At the same time, individual job roles have evolved too.

Whereas an old retail job may have been called ‘sales assistant’ or ‘shop floor staff’, now you can find clothing companies employing ‘stylists’ and ‘designers’.

Supporters of unconventional job titles say titles like these encourage productivity and can help to make staff feel valued and important.

However, some critics believe that it’s gone too far. Titles like ‘wizard’, ‘ninja’, and ‘genius’ are rising in popularity. But not everyone is happy with this.

So, what are the impacts of unconventional job titles on the workplace? And, are they worth it?

Below we break down the positives and the negatives so you can decide for yourself!

It’s no surprise that the younger generation is feeling disillusioned about the current job market. Between Covid-19, the rise in unemployment, and the state of the economy, many young people may feel like their job prospects are low.

This is particularly true for recent graduates and those only just getting into the job market.

The types of jobs available to those just getting started would usually be intern, graduate, and trainee roles.

Even the names of these jobs sound boring, right?

This is where unconventional job titles come in. By giving graduate and trainee roles a more engaging and dynamic name, the chances of the job role appealing to a younger applicant are higher.

But why is this?

Well, Susan Heathfield, a Human Resources expert for about.com told The Boston Globe, “Generation Y, or our millennials, were groomed by families to have an overly inflated emphasis on their own self-worth. You are going to see this increasingly reflected in job titles. They are not going to have a title like receptionist and feel rewarded.”

Whilst Heathfield clearly thinks this stems from a need to feel important, this could also come from a need to feel like a valued member of the team.

The job title ‘receptionist’ doesn’t imply much importance or value, but a ‘director of first impressions’ sounds a lot more respected and esteemed.

It’s no wonder why the younger generation would find the latter a much more appealing job title.

Consequently, you’ll likely see an increase in applicants when the job sounds more unique and important.

However, not everyone is totally on board with unconventional job titles. In fact, some critics believe that these bizarre titles can lead to a rise in job title inflation.

But what is this?

Job title inflation is when an employee’s job title changes as means of a promotion, but their responsibilities – and more importantly, their salaries – remain the same.

The Economist says that this is because of the lack of money and opportunities that businesses have.

They write: “When it comes to job titles, we live in an age of rampant inflation. Everybody you come across seems to be a chief or president of some variety…The most immediate explanation is the economic downturn: bosses are doling out ever fancier titles as a substitute for pay raises and bonuses.”

The impact of this is that unconventional job titles will become superficial and not really carry any meaning or significance.

After all, is there actually any difference between being called ‘Human Resources Manager’ and ‘Personnel Wizard’ if you’re doing the same job and being paid the same wage?

It’s obvious that most employees would prefer an increase in salary and responsibilities when looking for a promotion, over a fancy job title that doesn’t change anything else.

These days, businesses want to seem fun and trendy. Even if you’re dealing with something more serious like finance or law, no one wants to come across as boring or dry.

But how do you let people know that you’re a good business to work for, and a place where you like to have fun?

Well, one of the easiest ways to do this is by using unconventional job titles.

Think of everyone’s favourite film company Disney.

Whether you’re a sales assistant in one of their many stores, an actor pretending to be one of their beloved characters, or a ride attendant at one of their theme parks, you’ll find yourself being called a ‘cast member’.

And why? Because it conveys a sense of fun and importance. The title ‘cast member’ sounds a lot more creative and exciting. You get a clear sense of Disney’s values and how they treat their staff thanks to the quirky titles each member has.

But Disney isn’t the only business that’s doing this.

In an HP office in Kansas City, there was a vacancy for someone called a “workstation evangelist” – essentially an office supervisor.

As a technology company that needs to seem trendy, current, and a fun business to work and buy from – having such an extremely unconventional job title helps to convey this.

In an interview with Business Insider, Ladders CEO said that “companies like to play ‘dress up’. By wearing the clothes, adopting the lingo, and mimicking the behaviour of companies they want to be like, they hope to have some of the magic rub off on them.”

Perhaps, it’s a tactic for businesses to inject some enthusiasm and excitement into their business. By starting with the job titles, they hope that it spreads to the rest of the business.

Whilst for now, it’s only some companies that have decided to adopt unconventional job titles, this makes them more of a rarity than a norm.

And the impact of this sees that some companies and individuals may find these titles unprofessional and unserious.

When it comes to applying for a future job, it can be a shock to a potential employer to see someone worked as a ‘Content Ninja’.

How are they supposed to know what this means?

Unconventional job titles, whilst sometimes fun, can also lack clarity and definition. As a result, this can put prospective employees at a disadvantage as they struggle to convey to employers what their duties were. And, for employers, this could put them at a disadvantage as they’re trying to recruit new staff.

What’s more, it’s not just with regards to job hunting that these titles can seem unprofessional.

This can also happen when it comes to networking and making new connections.

If you’re pitching your business to a prospective customer or trying to meet new clients, it can be off-putting to introduce yourself as a ‘data storyteller’.

You want to make a good impression and convey to your connections that you’re taking them seriously, something that can be hard to achieve when your job title is on the funnier side.

One of the positives that can come from using unconventional job titles in your business is that it can actually make employees more productive.

Multiple studies have found that there is a direct correlation between an employee’s job title and the quality of work they produce.

In fact, Small Business goes as far as to say that “an employee who feels that his job title requires leadership and responsibility is more likely to exhibit these qualities and perform his work at a level that matches his title.”

Meaning, that the more impressive a job title sounds and the more responsibility it seems to connote, the harder an employee will work in order to reflect this.

Conversely, this also impacts the performance of employees who have job titles that are more common and less special.

Someone who is simply called a ‘receptionist’ may feel less special and less integral to the business, and therefore will be less motivated to give their 100%.

One of the largest issues that come with unconventional job titles is that often they can complicate the hierarchy within the business.

If everyone in the office is called a ‘ninja’, then where is the chain of command?

With no clear hierarchy or management line, it can be difficult to know who is your superior and who is your subordinate.

What’s more, unconventional job titles can also stunt your progression.

If your starting position is some sort of ‘executive’ role, where is the room for you to grow?

This can become somewhat of a self-fulfilling prophecy, where you then need to come up with exceedingly more unconventional titles like ‘super executive’ to compensate for the lack of room for progress.

As a result, it can actually have an impact on motivation levels.

When people don’t feel like there are any opportunities for them to develop and progress, they can feel disinterested and less likely to put in the effort.

It’s clear to see that unconventional job titles have plenty of both positives and negatives.

They can help to make the working environment more fun and engaging, boost productivity, and can make your employees feel more important and valued.

But, they have their downsides too.

Unconventional job titles can also seem unprofessional or unserious, can complicate workplace dynamics, and also limit personal development.

Meaning that they’re a hard thing to get right.

However, unconventional job titles are still on the rise. It’s possible that several years from now the role of a ‘receptionist’ will be replaced by ‘front desk wizards’.

So, will you be adopting unconventional job titles for your business?

Let us know in the comments!