Vice President of Corporate Communications, Director of Media Relations and Chief Communications Officer are titles for the most senior communicators in corporations across the
country, but what do they mean? Do they accurately reflect the scope and responsibilities of the positions? These questions haunt candidates for positions at all levels, as well
as their potential employers. To shed some light on the topic, let's examine what is really in a title.
In today's environment, candidates often must reconcile a position that has a less-than-perfect title with their knowledge that it is indeed the ideal position. Take a
candidate for a recent search. We will call her Sally.
Sally worked hard throughout her career and played it smart. Early on, she developed a career plan that provided her with diverse experiences and impressive skills. By
executing against her personal plan and delivering results for her employers along the way, Sally distinguished herself as a candidate.
We contacted Sally for one of the top communications positions at a Fortune 50 company. It was the right step for her, and it matched up well against her background. The
opportunity was compelling and met her search criteria: the company valued and understood the function; she connected with the hiring manager and fit the company's culture; and
the compensation represented a big jump for her.
As we moved into the final search phase, only one concern lingered. It all came down to the title. She already held a higher title and worried that, by taking the position,
it would look as if she had taken a step back, especially on her new resume.
To get Sally past her reservations, we asked her to ignore the issue of the title and decide in objective terms whether the move was right for her. She took the job.
When you consider making a move, ask yourself objective questions about the new position. If the answers fit into your overall career plan, then you should not be concerned
with a title. If you are not satisfied with the answers, then the title is the last thing to consider.
Titles are important only to a certain degree. At all phases in your career, it is up to you to build your credibility both internally and externally. Titles may open some
doors for you, but in truth, doors will quickly close if there is no substance behind the title. Your ultimate success depends on your ability to deliver results. Whether
counseling a member of senior management or talking to a journalist, your title only buys you so much good will. Your presence, resourcefulness and sound advice matter most.
Your ability to deliver in this regard comes with experience, not a title.
Talent War Titles
The dotcom boom fueled massive title inflation. Companies could not hire people fast enough, so to attract strong talent, titles were inflated. However, the titles did not
match the scope of the positions or the experience level of the successful candidates. To make matters worse, title inflation spilled over to Fortune 1000 companies. Suddenly,
these organizations were in the midst of the "war for talent." Many companies responded by choosing to create new layers in the organization and enrich titles.
With the dotcom bubble bursting and the economy slowing, the environment has changed dramatically. Companies are flattening their organizations, dissolving layers of
management and eliminating positions. Staffs are lean. The most desirable candidates make strategic and tactical contributions. These individuals do whatever it takes to get
the job done. The result is in marked contrast to the situation only a few years ago - now titles often downplay the scope of a position.
Where does all of this leave you as you consider making your next move? Remember that every situation is different. There is no universal standard for organizing departments,
so titles do not mean the same thing in every organization. Look at the size of the company, the communications group and the budget to understand the true scope of the position.
Finally, keep in mind that there is a difference between working at business unit and corporate levels.
Lastly, there are few things you can tell a recruiter that sound better than "the title does not matter." To us, it says you have a career plan and you are looking at the
position for what it will offer you. It also demonstrates that you understand what is really in a title.
Career Questions
When "Sally" was weighing her next career move, we asked her to answer the following questions about the "step-back title" position she was considering:
- What are the responsibilities of the position?
- What is the reporting structure? Does this role report to the CEO?
- Is there access to senior management?
- What are the expectations for the position?
- How will your success be measured?
- What is the growth potential?
Lisa Ryan is senior vice president and managing director of Heyman Associates
Inc. in New York. Contact her at 212/784-2705 or [email protected]. For more
information, see http://www.heymanassociates.com.