Does Job Title Really Matter in Business?

When it comes to giving out high-level job titles, many managers fall into one of two camps. Some believe that certain job titles should only be given to employees who have the education and experience to match. Others feel that a good job title can give a worker a psychological boost. There are even some executives who believe that job titles are directly related to sales. As a business professional, you must understand the impact job titles have on your career and on the attitudes of those you work with.

Peter Sterlacci, a branding expert, says that many people fall victim to the habit of identifying themselves by their job titles. He says that your job title actually dictates how others perceive you and turns what you do into a commodity rather than a selling point. Because job title affects the way people address you in business settings, it can have a real effect on your career. ERE Media says that exciting job titles are also a powerful recruiting tool, and by giving workers exciting titles, companies spend almost nothing but can generate a significant return on investment. Apple's Genius Bars are one example of a company's use of exciting job titles to attract top talent. 

In a New York Times blog post, Tom Szaky describes a debate he had with one of the senior team members at his company. Szaky believes an exciting job title costs a business nothing and creates benefits for staff members. He also believes that an exciting job title can even help some employees make more sales. His colleague disagrees, saying that the company should be very strict about the titles given to workers at all levels of the organization. Szaky believes that giving employees new job titles can even give them a psychological boost when the company cannot afford to give raises.

In terms of sales success, Szaky uses one of his company executives as an example of increased sales due to a change in job title. The company's global vice president in charge of business development said she had an easier time getting people to return her messages after she received her new title. Her job duties did not change, but people started responding favorably to her impressive title. Szaky himself gets a better response when he signs an email as the chief executive officer of the company than he does when he has one of his team members draft and send the same email.

It's clear that job title has a real impact on how customers and potential business associates perceive you. Executives have the difficult task of determining whether job titles should closely match job duties or whether they should allow employees to assume exciting job titles that give them the confidence to pursue new business opportunities. If you're stuck in the middle, talk to your boss about changing your job title to one that better reflects your expertise.

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