This is done for several reasons. According to the Wall Street Journal, one of the key reasons is to grasp the younger job seekers’ attention, and to send a message to that these companies are willing to take risks and are innovative.
For instance, a U.S. print company hires “growth hacker”, a term that has gained popularity among the online and social media community. The company’s marketing head also argues that using more distinctive titles helps them attract the right candidates.
Some companies rebrand the titles to reflect the nature of the job more graphically. For example, a “developer evangelist” needs to educate potential clients about the company’s products, and should exude the passion and energy the role takes. This works for the Millennials because it speaks to their deeper desires – they want their jobs to mean something.
The Journal also reported that a shoeshine company calls their workers “shine artists” instead of shoeshine boys. The new title does not only boost employees’ self-image, it also gives the dignity the workers deserve.
This title rebranding, nonetheless, is not without its shortcomings, including senior job seekers having trouble understanding what the job entails, and difficulty in explaining the job to future employers.
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