‘What’s in a name?’ said an unsuspecting Shakespeare, referring to the smell of a rose. One can only pity this simpleton, unaware of the far reaching (or non-existent) implications of the corporate job title game.
Let us start you off with a little quiz. Who is a Manager, Coordination? What does he/she (not) coordinate? What is the difference between a Director, Global Communications and Director, International Branding – or for that matter, Director, Cross-Border Messaging? Not to be outdone in the technical arena, you might want to ponder over the roles of people with such daunting titles as Vice President, Network Infrastructure Management and Mobile Devices Integration, Chief Security Officer Customer Systems and Disaster Recovery as well as Manager, Cross-Platform Integration and Back Office Support.
I could go on bombarding you with more information but I suspect you are already reeling under the shame of your ignorance and therefore I will let you enroll yourself in the appropriate courses – or, better still, join a suitable organization after checking out their ‘titles’ policy.
Job titles are nothing short of manna from heaven where rewards (or corrections, if you will) are concerned. There is no better system known to mankind – I mean corporate-kind – than to promote-demote an employee, especially at senior levels, than to offer exotic job titles. For example, if the Manager Customer Service, responsible for the important task of supporting all customers, is not performing well, simply make her the Director Customer Experience with the all-important job of collecting real and imaginary surveys from customers – while allocating the original customer service job to a competent individual.
Job titles (and associated non-jobs) help the CEO, and others holding power in the corporate world, to bestow favors on their friends and other sycophants, inside and outside their company, while seeming to reorganize and restructure the organization, allegedly for ‘meeting the challenges in the market place’. Thus, if you happen to be lucky enough to work for such an enlightened organization, you might wake up one day to a barrage of HR announcements about a new VP, Cross-Cultural Team Building, a new Chief for obtaining testimonials from customers to be put on the company website (sorry, I could not come up with a concise title for this coveted position) and a Director of Digital Social Media Marketing Ideas (is there any other kind of Social Media?) (Note: this person is responsible ONLY for generating random ideas, to be passed on to other people, with yet-to-be-announced job titles, for execution).
Job titles also help divide (more like fragment) portfolios that should logically remain integrated. For instance, when you have to fill the position of Director, Transportation for your company’s fleet of buses, and you have to (or want to) promote three of your favorite managers, you could create three seemingly different job titles: Director Route Planning, Assistant Senior Director Fuel Efficiency and Director, Special Duties for Fleet Vehicles Acquisition Planning. And here is the best outcome from this brilliant move – with conflicting objectives, these three Directors will require – you got it right this time – another Director, Transportation Coordination to resole their infighting!
Here is the takeaway for those who have made it this far into this article – the next time you are up for an appraisal review, fight hard for a fancy title if nothing else of significance is being offered!