These kinds of job titles—director of operations, director of marketing, lead author, salesperson—have typically been the standard at work for years. But as a job’s requirements change, new, seemingly random titles emerge. What’s the harm?

Job titles are developing in many other professions, especially those involving creativity, despite the fact that they may be extremely well-established in industries like law and banking. The use of these fresh titles as retention or recruitment strategies may catch the attention of customers. For instance, the official title for one of the positions a creative advertising agency in London was hiring for was “head of marketing and new business,” while the official job title is “head of hype and culture.” New job titles may, in some ways, enhance a worker’s perception of their significance inside an organization. Employers can say they are investing in people by doing this because data from a job website shows that the phrase “people” is outperforming the conventional term “human resources.” Since they feel strong in their newly created titles, employees may also find them fascinating.

Regardless of how attractive the job title may sound, there are disadvantages to consider. Clear career ladders are provided by consistent titles, supporting diversity and equity.