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  • Writer's pictureIlan Fluxman

What's in a name?

Updated: Feb 20, 2019

Shakespeare famously wrote in one of my favorite books "What's in a name? That which we call a Rose, by any other name would smell as sweet." The book of course is Romeo and Juliet and in this context- the speaker- Juliet- is absolutely right.

The same is not the case however when it comes to titles and the "name"we are given at the company we work for. I have seen and still often see companies that like to get creative with their titles and when I first came across it may years ago, I was all for it. I thought it was a nice change from the usual boring titles we had seen for the past 50 years. I have more recently however come to realize that as fun as they are- creative titles cause problems. They cause them for the companies who are looking to fill their vacancies and they are even more of a problem for candidates looking for new opportunities.

Don't get me wrong- I like the creativity and I have no issue with using creative titles within your own organization- but they should be used internally only. When it comes to your outside presence- it is highly recommended you use the traditional titles.

Do a search for "Director of First Impressions" and see how many companies use this term to look for a Receptionist. I get it, It is a cool title-but if you take into account how search engines and job boards work and the fact they use search terms to be found- no one is going to apply to your job if they can't find it, and last I checked- no one was searching for a "Director of First Impressions" position.

The same holds even more true for candidates looking for a position. It doesn't matter what title your company gave you when you worked for them, so if you were referred to as Guru, or Ninja or Chief Coffee Maker- it doesn't matter. When it comes to your resume and your LinkedIn profile and preferably all your social media and external presence- please give yourself the corresponding traditional title. It is what recruiters look for. It is how you get found. I have done hundreds of thousands of searches throughout my career and I have never searched for a Ninja or a Guru. Did I miss a few potential candidates- very possibly- but that is the point- give yourself a title that won't be missed and improve your chances of being found for that great new opportunity. I am talking to you "Ambassador of Buzz".

About the Author:

Ilan Fluxman, author and CEO of Rocket Science Recruitment, has two decades of experience in professional recruiting. During the past five years, he has directed his focus specifically on behavioral health. Having firsthand experience of working in multiple facets of this industry, he is dedicated to utilizing his recruiting knowledge and expertise in headhunting to better equip businesses find talented team members. He is passionate about helping overcome the challenges in this important field so people's quality of life can be improved on both the professional levels of those working in the behavioral health industry, and for the patients seeking help.

For more information about recruiting services, visit:

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