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Title Inflation: What's in a Name?

By Michael DeCosta

Like many organizations, title inflation has befallen law firms. Over the last decade, starting with the move of Executive Directors to Chief Operating Officer titles, most functional managers have seen their titles elevated to the 'C' level. While generally a sign of progress, some new positions can really make you scratch your head. Chief Receptionist Officer, Chief of Business Continuity, Chief of Client Excellence, and Chief Ambassador are but a few recently created titles that can be considered a bit peculiar. While well-intentioned, such titles can have a reverse effect on everyone as they cheapen the meaningfulness of the level. At a minimum, it means firms have to build bigger conference rooms as they try to make room for everyone 'at the table'.

Clearly, titles are important. Despite the temporary de-emphasis during the 'dot-com' era, titles are fundamental to any organizational design especially in a law firm setting where a more hierarchical model has always been valued. Used correctly, it can represent a way to reward, and in theory retain, talent. Positioning the marketing function at the 'C' level seems to make good sense, for the firm and certainly the executive. Despite this, before taking on the title ask yourself; am I getting a seat at the table or on the edge of a cliff?

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