“Minister of Dollars and Sense” is also a title for Chief Operating Officer (COO) at Make-A- Wish Foundation. Subway refers to its employees as “sandwich artists.” Titles such as these certainly draw our attention and help us to understand the culture of a company.
No matter where we are from or what language we speak, work title and status are universal. Try introducing yourself to a stranger without adding your title in front and compare it to when you use your title first. There will be significant differences in response and attitude.
Business owners and entrepreneurs must think of the overall image of the company when they try to create the culture. For example, they should ask themselves, “What are we trying to communicate to the public or how can we present our business image?”
Many companies today are creating unique and innovative titles for their employees (or letting them create their own)—one way a company can boost employee morale, performance, and job satisfaction. A title is not just letters on business cards, but also a status indicator of how each employee should be valued or treated. Often, small businesses owners overlook these small details, which can help boost team productivity and morale. Some may argue that titles don’t matter and have a negative impact on a company’s culture. However, studies have shown that employees mostly want public recognition rather than money. Giving employees the right title is one way to give them the recognition they deserve. Remember, business is run by people. Take good care of people, and they will take good care of the business.
The Stanford Prison Experiment
Stanford University psychology professor Dr. Philip Zimbardo conducted one of the best-known psychology experiments ever undertaken. The study was based on how role identity affects individual behaviors and morale. The experiment was called the Stanford Prison Experiment. College students were recruited to join this experiment, where they were transformed and given titles: Some were unstable prisoners, and others were prison guards. Everyone had a role and script to follow. The prison guards were instructed to brutally punish the prisoners. Punishments included waking prisoners up in the middle of the night to do star jumps, and violently screaming in their faces. Prisoners were not allowed to go outside the building, so they didn’t know whether it was day or night. Within days, prisoners subconsciously started to believe they were actual prisoners. Those college students who were given the prisoner role soon showed signs of extreme depression and confusion. This study has shown that giving people a title and status dramatically influences their behaviors and action.
Disney and Ritz-Carlton
In another example, Disney has done an amazing job of creating the brand and high standards for its employees. Disney doesn’t call its staff members “employees”; the company refers to them as “Cast Members.” The title makes employees feel more valuable and powerful. Disney creates the appeal for its employees to be recognized promptly and allows guests to address them in way Disney implemented. “I am a Cast Member at Disney” is more pleasing to hear and express than “I am an employee at Disney.”
Ritz-Carlton is known for its motto statement: “Ladies and Gentlemen serving Ladies and Gentlemen.” This is a clever and strategic way to empower and show clients how the company treats its people. This shows how much the company trusts its people to provide the luxurious service all customers come to Ritz-Carlton for. No matter where you are from, when you step into any Ritz-Carlton property, you will know what the company means by “Ladies and Gentlemen serving Ladies and Gentlemen.” This work title and motto are embedded into the company’s culture and a crucial part of the training and development process.
Creating Your Own Title
Business owners need to understand that a job title is a powerful symbol of who the employee is and what he or she is capable of doing. Research has shown that title and status may help to boost performance and employee morale in the workplace. As we know, when employee morale is high, productivity rises. And when employee morale is low, performance decreases. Business owners need to create a strong foundation for their business, so it will be easier to implement different tactics on top of a solid base.
Giving employees titles and status can help improve job satisfaction. A title an individual is proud of can help him or her lead in the workplace. Daniel Cable is a professor of Organization Behavior at London Business School. He conducted an experiment based on job titles and satisfaction. He found that “self-reflecting” titles broke down barriers within the companies and allowed employees to better express themselves. Employees exhibited less stress and burnout when they created their own title that fit with their job’s responsibilities. The research indicated that this change has a long-term impact on the company’s culture and employee job satisfaction.
According to the Harvard Business Review, Cable also conducted a study at a European brewery, where he allowed employees to create their own work titles. The results found that 16 percent of employees who created their own title were more satisfied with their work than they were with the title they were given when they were first hired. They were more willing to take on more responsibility and more challenging tasks.
A Caveat
There is one caveat to keep in mind: Changing work titles and implementing creative work titles may cause problems both internally and externally. It can be confusing for external clients who don’t understand the culture of a company. For example, a client might not take a COO seriously when addressing him or her as Minister of Dollars and Sense.
Employees also are more likely to demand a pay raise as their title changes. This becomes a problem if there are a lot of supervisor titles functioning at a front-line employee level as they might not be suitable for the raise or the title itself. Therefore, it’s wise to strategically identify the role and responsibilities of each job before creating a title. According to Fast Company, a survey found that 80 percent of companies use job titles to reflect the corporate rankings, and 92 percent define employee job tasks and roles.
Too often, businesses and owners overlook at the little details that help to create a positive work environment and impact the bottom line of the business. However, everything comes with a price. Business owners need to be able to identify strategically if titles and status are suitable for each position. Ultimately our employees are representing our businesses; therefore, their overall image reflects the culture of the business.
Earl Dechsakda has extensive experience in the hospitality industry and is earning his Master’s degree in Human Resources Management (MHR). With a strong background in training and Development in both corporate and small business settings, he consults and helps improve businesses locally and internationally.
