More than three decades ago, I hired my brother, Bill, to provide backup and internal services as Jacobs Media began to grow. As we were covering all the details, he asked me what his title would be.
After leaving big companies like ABC Radio and Frank Magid & Associates, I was a bit title-averse. I was not a big fan of bureaucracies, and really didn’t give the idea of job titles much thought. And at the time, the Oliver North hearings were dominating the news cycle during the Iran-Contra affair.
So, I offered Bill the title of Lieutenant Colonel.
No, he didn’t take it. But that will tell you something about my mindset back then. Decades later, I have a very different theory about job titles and what they convey – to both employees and clients.
After Lori Lewis left Jacobs Media, we had big shoes – or better put, boots – to fill. Rather than hiring her replacement, we went in a different direction when we brought in Seth Resler.
While Seth has a nice command of social media, his skill set covers a wide range of digital real estate. And so to make sure his new title reflected his actual job duties, we dismissed the idea of something common – like Director of Digital.
Instead, we went with this:
Digital Dot Connector
It very much describes what Seth does – and he’s embraced it. He literally helps our clients better understand how all the digital pieces fit together. And it turns out we may have been a bit ahead of the curve.
A new story in The Wall Street Journal by Te-Ping Chen (sorry, it may be behind their pay wall) – “Who Wants to Be a Ninja? Job Titles Get a Rebranding” – introduces the premise that especially among younger workers, they very much matter.
And a similarly themed story in The Boston Globe – “Creative job titles are the new norm” by Kathleen Pearce – suggests the trend started with tech 
companies and is now making its way across the job spectrum.
Especially for old-line businesses – banks, automakers, and yes, broadcast radio companies – cool job titles like “Data Wrangler,” “Rock Star,” or “Ninja” convey a more youthful, agile atmosphere. And it speaks to the larger trend of personal branding and self-expression.
Words matter. So do the titles used to describe what people do for businesses. Chen reports that positions like “Growth Hacker” may mean more to today’s workers than the traditional VP or SVP stripes so common to legacy companies.
It has always been interesting to me that here in the States, many of our on-air announcers have been traditionally known as DJs – or disc jockeys. In the UK, of course, it’s the more evocative, descriptive, and dignified Presenter.
When you think about it, many companies have rebranded their receptionists – Director of First Impressions – but that’s often where it stops.
So, consider some of the traditional job titles inside radio stations, many of which are dated-sounding. A refresh might help attract a more modern workforce, not to mention making people feel better about the jobs they do:
Production Director – or – Creative Content Officer
Director of Sales – or – Marketing & Results Strategist
Afternoon DJ – or – Commuting Curation Captain
Account Exec – or – Revenue Jedi
Promotion Director – or – Ambassador of Buzz
Chen quotes a web app worker whose job is to educate and explain his company’s products – “I want a job to mean something.”
We all do.
Now, if we could just work on “Consultant.”
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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This is great.
As much as I love Lew Dickey for giving Social Media a seat at the corporate table back in 2015 by creating the first ever “VP, Social Media”role, and including me in high level conversations – people will never stop asking, “What does VP, Social Media even mean?”
It feels like I explain myself weekly – whether it’s to my colleagues here at Modern Media or outsiders.
(And we won’t even get into how my family has no clue what I do, and thinks I really spend my days convincing people (whether Jacobs Media or where I am now) to just give me jobs, but I don’t really do anything. haha.)
After reading this – I need a new title.
So I need to sum this up.
Some basics about my role:
I set Policies & Standards, monitor and execute processes for impact and efficiencies, monetize social – and remind people to have manners through the fine art of acknowledgement….oh, and put out dumpster fires…Hmmm…Let’s see what I can come up with.
Or maybe someone else can help!
I’ll be back….
I feel your pain. Technically, my title is “Digital Dot Connector Which Means I Help Radio Stations with Their Online Strategies.” And yes, I always have to use my full title. =)
It’s a really good question, Lori. You may spend time on social media sites, but you really are a creator of community. Thanks for chiming in.
I replaced “Consultant” with Broadcast “Advisor” after leaving CBS in 1981. At last month’s NYC NAB I asked a person in charge of CBS News the difference between a Digital Reporter and a Broadcast Reporter. Answer: “No Difference.” Digital delivers Broadcast Content. Folks who are versed in Operations/Creative Direction and Marketing/Business Development shouldn’t have to “choose” between sales & programming. Real Broadcasters are all about versatility, connected content, delivering the immediate message and getting the job done with audience & customer service. Embrace Our Bright Future. Thanks, Fred. Happy Thanksgiving.
When I worked full time in social media for an e-commerce business we were asked to create our own “fun title”.
I became the Social Media Magician.
Nobody really knew exactly how I did it all but they were amazed by the results!
Love it, Scott. Great title!
Great story. Who proofed this?
Obviously, I should look at it again. 🙂
And i am “the office of the impossible.”
Well, at least you’re not alone. 🙂
When I was hired by longtime sales guru Dave Gifford to program a station he was managing in Santa Fe, he told me my title would not be Program Director.
Instead he gave me the title of “Director of Audience Development.” And that described the position well.
I like that, Dan – a lot.