Why Companies Use Creative Titles
Companies often adopt creative or inflated job titles for a few key reasons. Sometimes, it’s an attempt to reflect a unique company culture and stand out in a crowded market. A title like 'Growth Hacker' instead of 'Marketing Manager' or 'Digital Overlord'
instead of 'IT Manager' can sound modern and energetic, designed to attract a certain type of talent. For employees, a grander title can feel like a promotion in itself, boosting morale and making a role seem more significant than its traditional counterpart. While these titles serve internal branding and employee engagement goals, they create a major disconnect with the external job market, where different rules apply. The language that works inside a company's walls is often not the language recruiters use to find their next hire.
The Recruiter and the Keyword Search
Hiring managers and recruiters don't search for 'Brand Evangelists' or 'Innovation Sherpas'. They search for standard, industry-recognized titles like 'Marketing Manager' and 'Product Developer'. Their goal is to fill a role with someone who has a proven track record, and the quickest way to find that person is by using predictable keywords. When your resume or LinkedIn profile features a non-standard title, you risk being completely missed by these searches. Recruiters are sifting through hundreds of profiles; they rely on clear, universally understood titles to quickly identify relevant candidates. If your title is ambiguous, they are likely to move on to the next profile rather than spend time deciphering what your role actually entailed.
Beating the Applicant Tracking System
Before a human even sees your application, it's almost certainly scanned by an Applicant Tracking System (ATS). This software is programmed to find specific keywords that match the job description. Using an unusual job title is one of the most common ways to get your resume automatically filtered out. The ATS is not designed to understand nuance or creative language; it's a matching game. If the system is looking for a 'Project Manager' and your resume says 'Project Navigator', you will likely fail the initial screening. Sticking to standard titles ensures your resume has the best chance of passing this critical first hurdle and landing in the hands of a decision-maker.
The Best of Both Worlds: A Simple Solution
So, how do you stay honest to your official title while also being discoverable? The answer is to use both. On your resume and LinkedIn profile, list the clear, industry-standard title first. Then, in parentheses, you can include your official, company-given title. For example: 'Marketing Manager (Official Title: Growth Hacker)'. This approach provides the keywords that recruiters and the ATS are searching for, while also accurately reflecting your employment history should a background check occur. It shows you understand your functional role within the broader industry, not just within the bubble of your previous company. You can also use the bullet points under your job description to further clarify your responsibilities using standard industry terms.
