Psst… check out this post on how opportunity can increase employee engagement.
Have you ever worked at a place where you’ve had two jobtitles? Internally my title is Communication Department Lead III. Publicly, I’m the Public InformationOfficer. What the heck?
This scenario isn’t uncommon in the corporate world. Having both an external, public title along with an internal one is common. Yes,I know it’s completely crazy which is why you are reading this now. Organizational charts and pay scales demandstructure and consistency. We are rooted in processes and planning which for companies is a good thing. Marketing and branding outside of theorganization have different requirements. The necessity of both often results in one employee having two titles.
A Marketing vs.Process Story
The company’s HRIS (Human Resource Information System)outlines job titles into a neat and tidy structure. The title is used to clarify responsibility,rank and assign the appropriate pay band. It’s used internally much like the company’s jargon and might even bedefined in the company handbook. Thoseon the inside of the company know what it means. However, it’s here that the understandingends. Once the employee walks out thecompany door for a business meeting, the title means nothing. Your external job title is a marketingplay.
Marketing and Human Resources needs are often one in thesame. Marketing demands branding,awareness and consistency. So do thosein the Human Resources world. When itcomes to structure and titles, this is one occurrence where split needs cancause a split personality for employees with two separate titles.
If our Public Information Officer above used her internaltitle on her business card or on the company website, it could lead toconfusion. If a media reporter wastrying to find the appropriate contact for a quote or story source, it wouldn’tbe immediately apparent who the gatekeeper is. However, by having an external title, the reporter quickly knows who tosend the inquiry to. Imagine listingyour internal job title on your LinkedIn profile? It would result in missed connections, jobleads, and other networking opportunities because Public Information Officersounds much more grand, important, and trendy.
External titles are necessary with personnel who interactwith the public, external vendors or clients. Most Sales Associates carry a title of Director of BusinessDevelopment. Most potential clientsdon’t like the idea of being “sold” on an idea. And while they understand they are going to receive a pitch from asalesman, the Director of Business Development title is moreclient-friendly. When potentialclients are at ease, relationships are better developed, sales are made andyour business can grow.
When examining whether this model is right for yourbusiness, take a look at your current structure. Larger corporations often utilize thisapproach to provide balance and fairness withpay bands. However, drawbacks can include confusion overwhich title is appropriate to use and when. And, after employment ends, it can be unclear which title is appropriateand correct to include on a resume.
I’m with ya. It’scrazy, but what does make sense sometimes when it comes to the corporate
world?
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What are you waiting for?
