Writing Job Ads: How To Get Job Titles Right

In today’s candidate-driven market, every detail counts—and your job titles might be turning away great people before you even say “hello.”

You might think of a job title as a simple label. But at Drake, we know that titles are prime real estate in your job ad. They’re the first thing a potential hire sees. And if it doesn’t resonate, they’re scrolling on.

So—what’s really in a name? More than you think.

Job Titles Make First Impressions

Before a candidate ever reads your job description or hears your pitch, they see the title. If it feels off, confusing, or inflated, you’ve lost them.

Titles shape perception. They act as shorthand for:

• Seniority
• Scope of responsibility
• Industry fit
• Career progression

“Job titles are generally good indicators of experience, expertise and responsibilities,” says Andrew Morris, Director of Igesia Consulting. “They simplify work histories into easily understood terms.”

The Danger of Title Fluffing

We get it—you want your job to stand out. But calling a sales associate a “Revenue Ninja” or a coordinator a “Growth Strategist” might sound cool, but it can backfire.

Exaggerated titles can:

• Confuse or mislead candidates
• Attract the wrong applicants
• Set false expectations internally
• Create misalignment in pay and performance

Worse, you risk losing new hires fast when they realize the role doesn’t match the title.

How to Get Job Titles Right

Here’s how to build titles that attract, engage, and convert the right candidates:

1. Be accurate
   Reflect the actual level of responsibility. “Senior” or “Manager” should mean just that.
2. Match the market
   Research comparable roles at similar companies. Are your titles aligned with what candidates expect?
3. Avoid buzzwords
   Use clear, searchable keywords. People are searching for “Marketing Manager,” not “Brand Rockstar.”
4. Pair with strong descriptions
   A title hooks attention; the job description seals the deal. Make sure they support each other.

Title Changes Need Substance

Thinking of “promoting” someone with a new title—but no pay bump? Think again.

“Promotions without salary increases can hurt short-term motivation and lead to disengagement,” Morris warns.

If a raise isn’t possible, be transparent:

• Outline when a salary review will happen
• Provide performance benchmarks
• Consider non-cash benefits as part of the total reward

Bottom line: A new title without value feels empty. Employees notice—and so do competitors.

Smart Titles = Smarter Hires

When your job titles are clear, relevant, and honest, you:

• Attract better-matched candidates
• Streamline the hiring process
• Set the right expectations
• Boost engagement and retention

At Drake, we believe in removing friction from the recruitment process—and it starts with something as simple (and powerful) as the right job title.

Message us today to get you started on recruitment. We can help you get quality talent, fast! Contact us today.