{"id":51374,"date":"2017-03-17t05:00:42","date_gmt":"2017-03-17t09:00:42","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=51374"},"modified":"2022-01-10t13:51:34","modified_gmt":"2022-01-10t18:51:34","slug":"job-titles-can-rebrand-firm","status":"publish","type":"post","link":"\/\/www.g005e.com\/2017\/03\/17\/job-titles-can-rebrand-firm\/","title":{"rendered":"how job titles can rebrand your firm"},"content":{"rendered":"

\"hitendra<\/a>new titles can attract more clients, talent and social visibility.<\/strong><\/p>\n

by hitendra patil<\/i>
\naccountaneur<\/i><\/a><\/p>\n

i read with interest ed mendlowitz\u2019s recent post \u201cwhat\u2019s in a title?\u201d<\/p>\n

i wondered:<\/p>\n

    \n
  1. why are the job titles in accounting firms what they are?<\/li>\n
  2. how did they come into existence?<\/li>\n
  3. what was the purpose of designing the job titles currently in vogue across the accounting profession?<\/li>\n<\/ol>\n

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    most likely, it is industry practice that creates the sameness in job titles. ironically, management gurus tell us to differentiate, yet we resort to sameness!
    \n<\/p>\n

    most likely the purpose of the job titles was to clarify internal hierarchies for the firm\u2019s people. and maybe to reward the longevity of a person at the firm\u00a0\u2013 if, of course, the person exhibited more capabilities along the way to seniority.<\/p>\n

    most likely job titles also were intended to indicate key result areas. most likely job titles grouped people into similar work profiles. most likely job titles were used as quick indicators or benchmarks of responsibilities, seniority or pay scale.<\/p>\n

    can job titles be used to (re)brand your firm?<\/strong><\/p>\n

    when was the last time you saw the job title on a business card of someone else and thought \u201caha!\u201d?<\/p>\n

    if you scratched your head, that\u2019s the point! sameness is boring!<\/p>\n

    changing job titles to something more relevantly expressive can<\/strong> help rebrand your firm and even differentiate it competitively. here\u2019s why:<\/p>\n

    harvard business review<\/em> cited research by london business school professor dan cable that indicates that job titles can be a mechanism for genuinely triggering better attitudes and improving recruitment.<\/p>\n

    the human mind is a complex thing, and job titles can be a very sensitive issue for many of your people. it could be a status symbol or it could be a damager or enhancer of self-esteem. it indicates capabilities, existing or expected.<\/p>\n

    but, like the compliance work done after the fact, job titles can be rear-view mirrors, subconsciously stating why a person reached a particular job title rather than what a person can do in the future.<\/p>\n

    purpose-driven job titles can motivate performance<\/strong><\/p>\n

    let\u2019s take an example.<\/p>\n

    does your firm have a receptionist or a telephone operator (as in, \u201cdial zero for the operator\u201d)? let\u2019s retitle it to \u201cdirector of first impressions\u201d or \u201cchief officer of first impressions.\u201d<\/p>\n

    what does it tell your receptionist or operator? it tells her (or him), \u201cyou are not responsible for just receiving people or their calls and redirecting them to the relevant staff. the purpose of your job, and hence your responsibility, is to create great first impressions in the minds of our visitors or callers \u2013 every time.\u201d<\/p>\n

    purpose-driven job titles<\/p>\n