Definition:
The euphemistic practice of assigning a more impressive-sounding name to a job position, usually without providing additional responsibilities, resources, or benefits. Also known as title-fluffing. See also:
- Euphemism
- Fifty Reasons You'll Never Be Told, "You're Fired"
- Gobbledygook
- Mystification
- Soft Language
- Weasel Words
Examples and Observations:
- Tim: "Team Leader" don't mean anything mate.
Gareth: Excuse me, it means I'm leader of a team.
Tim: No it doesn't. It's a title someone's given you to get you to do something they don't want to do for free. It's like making the div kid at school milk monitor. No one respects it.
("Merger," The Office (U.K.), 2002) - "Some firms give fancy titles in place of pay raises, and others do it to keep well-paid employees leaving for 'status' reasons. Some industries, such as banking and entertainment, are well known for their title inflation. For instance, banking and financial institutions use officer designations to enhance status. In one small Midwestern bank, an employee who had three years' experience as a teller was 'promoted' with no pay increase to Second Vice President and Senior Customer Service Coordinator. She basically became the lead teller when her supervisor was out of the bank, and now could sign a few account forms, but her duties remained basically the same."
(Robert L. Mathis and John H. Jackson, Human Resource Management. South-Western College Publishers, 2007) - "My job title is account manager. I used to be called an account service representative, but a consultant told us we have to manage our clients, and not to service them. I have a girlfriend who I neither manage or service."
(Wesley in Wanted, 2008) - "There are seemingly endless numbers of chief officers--of technology, marketing, sustainability, people, diversity and more. Vice chairmen (not so many vice chairwomen) are cropping up all over. . . .
"Another round of title inflation may be at hand, because managers often dole out chiefdoms, directorships and vice presidencies in times of economic weakness as a substitute for raises and bonuses."
(Kelley Holland, "Maybe Everyone Will Be a C.E.O." The New York Times, Oct. 25, 2008) - "Your job title will be 'Director of Unnecessary and Special Projects.'"
(Scott Adams, Dilbert) - "Title inflation is producing its own vocabulary: 'uptitling' and 'title-fluffing.' It is also producing technological aids. One website provides a simple formula: just take your job title, mix in a few grand words, such as 'global,' 'interface,' and 'customer,' and hey presto. . . .
"America’s International Association of Administrative Professionals--formerly the National Secretaries Association--reports that it has more than 500 job-titles under its umbrella, ranging from front-office co-ordinator to electronic-document specialist. Paper boys are 'media distribution officers.' Binmen are 'recycling officers.' Lavatory cleaners are 'sanitation consultants.' Sandwich-makers at Subway have the phrase 'sandwich artist' emblazoned on their lapels."
("Too Many Chiefs: Inflation in Job Titles Is Approaching Weimar Levels." The Economist, June 24, 2010)
