Job titles like salesperson and director of operations have been common at work for years. But new titles appear nowadays.

Job titles are changing in many careers, especially those that involve creativity. The use of new job titles can potentially catch the attention of customers. For example, the title for one of the positions at a creative advertising agency in London was “head of marketing and new business,” but the official job title is “head of hype and culture.” In some ways, new job titles make employees feel more important in their organization. In this way, employers can invest in people. Data from a job website shows that “people” is doing better than the traditional term “human resources.” Employees may also find them interesting and feel confident in their newly created titles.

Still, attractive job titles have disadvantages. Traditional titles provide clear career ladders, supporting diversity and equality.