Beware corporate cringe: Is that ‘quirky’ job title really as cool as you think?

Non-traditional or ‘quirky’ job titles are all the rage these days – think ‘word wizard’ or ‘sales rockstar’ – but are these really just examples of corporate cringe? wonders copywriter Tom Valcanis.

Remember job hunting? I sure try not to. But, when we used to, we may have come across a puzzling ad for a job that seemed bizarre and whimsical.

If you’ve ever worked in a white-collar professional setting, you have likely come across strange job callouts for ‘word wizards’, ‘marketing ninjas’ or ‘accounting rockstars’. You may understand the words, but they make almost zero sense together.

If so, you’ve encountered something called ‘corporate cringe’ – an attempt for corporates, usually startups staffed by a younger demographic, to appear ‘hip’ and ‘with it’ (disclaimer: I am none of these things.)

Even as a (gasp!) millennial myself, I can’t help but wince when I chance upon these – doubly so as a copywriter who prides himself on being clear in his communication. As the great theorist Ernst von Glasersfeld once said, “you can’t not communicate” – so what are these companies trying to say, and what kind of talent are they aiming to attract? If you’re a small business or startup doing the same … why?

Cool or cringe?

Editor and owner of gearaficionado.com and developer of resume analysis app Curriculado, Ramiro Somosierra says that the whole corporate cringe phenomenon is about startups desperate to differentiate themselves from established, older corporations.

“To a certain extent, it’s kind of a ‘startup’ culture of naming jobs eccentrically,” he says. “Companies go for cringe lingo to convey freshness and a youthful demeanour. You wouldn’t ever see Morgan Stanley asking for a ‘financial wizard’.

“They just replicate it to belong and don’t give it any proper thought.”

Craig Sneesby, Managing Director of national agency u&u Recruitment Partners says that brands can do it properly – though it takes a particular kind of company and culture to pull it off.

“If you remember the Wagamama noodle restaurant, they were looking for a Chief Financial Officer. They were an edgier, progressive brand and advertised the role as ‘Chief Financial Noodle’. It came through and was received beautifully. But there are too many companies, particularly in the tech space, trying to force their approach to being progressive and fun. They’re probably just trying too hard.”

Not only does it look silly, but it also damages the hunt for good talent – no one is going to think of searching for ‘people herder’ as an HR manager, or something just as off-the-wall.

“People just aren’t going to search those titles on Seek,” Craig says. “If you come out with a really crazy title, people aren’t going to find the ad and it’ll impact your ability to attract the right audience. They are definitely harming their search for the right person.”

Working for the ‘family’?

Another major turn-off for would-be candidates is faceless corporations describing their workplace culture as a ‘family’.

Often, a ‘family’ may turn to you for unpaid overtime – seven out of ten of us are doing it too, according to research by the Australia Institute – and guilt you into doing things you wouldn’t otherwise, like birthday parties al desko (like a real family, I suppose.)

Most of us want to get the job done and go home on time – not be lured into a quasi-cult of an office being one’s second home.

“I’m looking for a job, not for a second home, and I’m not Dominic Toretto from the Fast and the Furious franchise,” Ramiro says. “For me, such familiar ways of calling themselves are indeed a red flag. However, that doesn’t mean that all companies doing so are inherently a bad place to work in.”

Craig says it could be interpreted as prizing team players over individuals in a work environment. Either way, the ad should be carefully worded so a candidate’s demeanour matches the culture and they don’t get a shock after they’re hired.

If you’re a soloist, own it

One of the biggest cringe moments we face is getting a business card from a freelancer or soloist saying they’re a ‘Number whisperer’ or even worse, an ‘Executive Chair and Director’ when it’s an obvious one-person operation.

“You can definitely lose credibility by overstating,” Craig says. “If you are a consultant freelancer you should be more focused on expressing what you actually do. People should really spell things out as it is.”

Ramiro agrees. He meets any self-styled President with scepticism. “A solopreneur that calls himself a CEO will make me be more careful and suspicious about any other business claims he or she makes.”

If we’re soloists and are aiming for the moon, there’s nothing wrong with that. Just don’t call yourself an astronaut until you’re strapped into the rocket.

If you or someone you know is mired in cringe, there is still time to course-correct.

“Changing job titles isn’t going to harm a business,” Craig says. “You can have fun with titles, but it gets to a point where its exaggerated and forced. So, make sure you get the right advice to make sure the job titles and brand actually align in terms of culture and size.

“It’s fine to push the boundaries; just don’t push them too far apart.”

Join the soloist movement. Whether you are new to Flying Solo or looking to grow your business, our membership options will help you attract more leads, grow your network and sharpen your business skills.  Sign up to our newsletter to get the latest news and advice straight to your inbox.

Now read this:

//corestage-cdn.flyingsolo.com.au/working-smarter/growth/how-to-write-a-great-job-ad-that-attracts-top-talent-to-your-small-business/