Electronic job

Same work, but fancy titles

PETALING JAYA: From ‘care delivery manager’ to ‘diversity and inclusion manager’, the job titles have indeed evolved.

Traditionally, the above job titles were more generally intended for the roles of operations manager and human resources manager, respectively. These designations have now evolved as companies opt for job titles that are more relevant to modern times.


These changes also reflect advances in technology that have resulted in various new job titles in the job market.

Experts say these changes are being made to channel a more specific focus towards the various new job titles.

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“Jobs and roles have evolved over the years, and job titles have also changed to reflect the additional responsibilities of positions,” said JobStreet general manager Vic Sithasanan.

“What were previously known as Service Managers have now evolved into ‘Customer Success Managers’ for greater relevance to the business and customers.

“There’s also less use of generic titles such as human resources manager who instead became ‘diversity and inclusion manager’, or hiring manager to become ‘fair practices hiring manager’ with the aim of reflecting and showcasing the company’s values ​​and ideals,” he said.

He also noted that there were instances where the name changes tended to be too over the top.

Two examples of this would be “first impression manager” (receptionist) and “beverage manager” (bartender).

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“These changes must be done in a professional manner and be equivalent to the skills and abilities of the individual in the role,” Sithasanan said.

He said technology has also changed the job market, causing new roles to emerge while more traditional ones are rapidly disappearing.

“The focus and emphasis on these roles has changed, with these new jobs often having responsibilities that span multiple roles and departments,” he said.

Sithasanan also noted how technology and automation are rapidly transforming the employment landscape, exposing the shortage of skilled talent in emerging roles.

“This provides significant opportunities for today’s employees to grow into tomorrow’s workforce,” he said.

Executive Chairman of Commerce.Asia Group of Companies, Ganesh Kumar Bangah, said a good example of a job name change would be the transition from chief marketing officer to “chief growth officer”.

“This stems from the digitalization of marketing which allows the effectiveness of marketing spend to be tracked and measured.

“With this, clear key performance indicators (KPIs) can be defined, thus making the role a demand generation role, hence the term growth or sustainable growth and the new title of chief growth officer,” said said Ganesh, who is also the outgoing president of the National Tech Association of Malaysia (Pikom).

He said another example in the gig economy would be the emergence of the “chief innovation officer” or “chief digital officer” who was previously known as the chief technology officer.

“In the past, technology was more of a background job, but now it works as an enabler for sustainability and growth while being a core part of business due to the digital economy.

“The redesignation of such a role also expands the positions of ‘director of innovation’ or ‘director of digitalization’ to include marketing with responsibility for enabling more sales,” he said.

Meanwhile, a fintech human resources chief, Muhammad Iqbal, said renaming job titles was not something new for the employment industry.

“The renaming of job titles is done to create greater public appeal to jobs such as sales or even customer service positions.

“It usually happens when employment agencies or departments see there’s less traction to said vacancies and decide to change the title to get more eyeballs,” he said.

Iqbal, however, noted that the employer should be transparent about the job responsibilities contained in the new job titles.

“This is crucial and the job details should be clearly stated in the vacancy and subsequent interviews to avoid confusion once the candidate is onboarded,” he said, adding that a lack of transparency arises. would affect the values ​​and moral position of the company.