Exciting Job Titles Can Be Powerful Recruiting and Retention Tools
任何经验丰富的招聘人员知道个人经常接受低薪工作或其他故障，只是因为工作有一个令人印象深刻的称号。但一些不明的原因，战略实践 令人信服的工作所有权 很少被大公司实施。
It s pure genius. The approach that I call Compelling Job Titling involves giving a job a compelling title, and because it costs virtually nothing, it may have the highest ROI of any single recruiting and retention tool. That may sound like an outrageous statement but consider the example of the genius bar at Apple s retail stores. From all accounts, the job itself is not particularly unique (you simply help resolve customer product problems) but with the job, you get the official company bestowed title of genius. Simply by giving this job a compelling name, Apple has been flooded with applicants and once in the job, geniuses stay longer than the average Apple retail employee. And the best part is that these powerful recruiting and retention results from providing exciting job titles come at no cost to the company. Currently popular compelling job titles include Jedi, Rockstar (used for over 2,000 jobs) and Ninja (used for over 8,000 jobs). The Power of the Genius Title You certainly don t have to be a genius to get the genius job at Apple. There are no stated IQ or degree requirements for the job, and knowledge of Apple products isn t even required. The title of genius at an admired firm like Apple is by itself compelling. Any Apple store manager can tell you that regular Apple store employees strive for months and even years to become a genius. The title alone may make your family proud of you and it will certainly help you in making new friends. And the title may even impress future employers. From the organization s perspective, you should also realize that there may also be significant direct business benefits because your customers may also assume that a title like genius or expert actually means that the people with the title are extremely well qualified. As a result, a title like this may mean more sales and a stronger product brand. More Examples of Compelling Job Titles Years ago, Starbucks demonstrated its understanding of the value of compelling titles with the use of barista for its coffee servers and the coffee master black apron to demonstrate a superior level of coffee expertise. The geek squad (now a part of Best Buy) is another illustration of Compelling Job Titling. As a result of the wild popularity of the #1 syndicated show Big Bang Theory, being labeled as a geek no longer carries the negative connotation that it once did. Even the conservatively managed Best Buy has decided to make its compellingly named geek squad more prominent in the marketing and product areas in order to take advantage of its positive name recognition. The leaders of the geek squad go further than simply providing team members with a title; they also get to drive a cute and colorful VW bug with the name geek squad painted boldly across both sides. Other firms that have a history of using compelling job titles include Google and Microsoft, as well as many startups that use non-corporate job titles because they help get the person and the startup noticed. The Power of a Title For a few days, I actually had the official title as the Godfather of Talent ; that is, until corporate nervousness forced a title change to the more mundane Chief Talent Officer. The goal of the Godfather title was to send a message to employees and potential applicants that our approach to talent management was different. The power of a title has been known for years but it has been used as a recruiting tool primarily on individual candidates. Any experienced recruiter knows that individuals frequently take jobs with low pay or other faults simply because the job has an impressive title. But for some unexplained reason, the strategic practice of Compelling Job Titling has seldom been implemented throughout major corporations. Recruiting leaders and managers have been happy to accept the job names provided by the compensation function, even though the titles that they have traditionally provided not only have no panache but many are simply dull! A few firms have made small attempts at more compelling job titles by changing the title of secretary to administrative assistant, or by calling employees associates. But what I am proposing is a more strategic companywide effort to use marketing and branding techniques to make the development of compelling titles for key jobs a major recruiting and retention tool. The desired impacts from a compelling job title Compelling job titles are sales tools that can have five major results, including: Confidence the title gives the person hearing it confidence in the ability of the person in the job Performance level the job title may also infer a high level of performance Understand the job the job title, although unique, still unambiguously reveals what the job entails. The title also needs to be easily found with a job search string using traditional job titles. It drives action when a qualified person hears the job title, they instantly want to know more about the job and they should think someday I d like to have that job. The job description reinforces the action the content of the job description equals or exceeds the selling power of the compelling job title. Factors That May Make a Job Title Compelling In order to qualify as compelling, the job title should meet one or more of the following criteria. It discloses the impact of the job (receptionist = director of first impressions) It makes you want to find out more about the job It reveals excitement and maybe even challenge It makes you think It is memorable or catchy It is intriguing or interesting It is humorous It is provocative It describes the job s goal or impact It includes foreign sounding words or a title (i.e. barista) The title mirrors or sounds like a famous movie/TV title or character (i.e. the Terminator) The title infers a high level of influence in the organization (i.e. AVP at a bank) 管理新知 您可能感兴趣的文章 在硅谷面试：如何证明你是最优秀的？
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