The job titles you give to yourself and your staff are a form of marketing.

Why? Because they plant a thought in your customer’s mind.

Certain job titles will reinforce the authority of the person, and therefore the business. Other job titles, though, will undermine that authority.

This was something I learned years ago when I was a journalist and I worked for a company that would call its entry-level journalists ‘junior journalists’.

I used to always think this was a bad idea, because whenever they sent an email to a contact and the contact saw ‘junior journalist’ in their email signature, that person must’ve questioned that journalist’s credibility. “They’re just a junior journalist – what would they know?”

That’s why businesses need to put real thought into the job titles they give their staff.