We have to discuss the "Marketing Ninjas" and "HR Rockstars" of the corporate world. These might look nice on a LinkedIn profile, but behind the humorous titles, there is a rising career issue. In the UAE and GCC, where job titles are very important, this trend is not only a joke of Silicon Valley but a local epidemic of inflated designations that confuses recruiters, distorts salaries, and staggers careers. The moment has come to expose the job title circus and get back some sanity.
Just take a look at any fashionable startup in Dubai or LinkedIn in the GCC region, and you will come across a lot of “ninjas,” “gurus,” and “rockstars.” A Marketing Manager has already become a “Marketing Ninja,” an HR officer positions himself as an “HR Rockstar,” and a receptionist may even be a “Director of First Impressions.” The intention of all of this is to be creative and fun - a way to present one's character or an “out-of-the-box” culture.
Firms think that an eye-catching title will lure the required human resources and also be a sign of a progressive working environment. Actually, in the region's labor market, giving perfect and important-sounding titles has turned into a job of competition amongst employers. In the UAE, enterprises are fully aware that titles serve as status indicators, and almost 60% of Emiratis consider a job title the most important aspect of their search for a new job. In a society where a title is the reflection of your social position, who do you think would prefer a straightforward HR Manager to be a “Chief Happiness Officer”?
Nevertheless, these playful appellations are not always what they seem. More often than not, these extravagant titles do not come with a corresponding level of responsibility, authority, or remuneration like a real “Director” or “Chief” would have. Dubai PR professional recounted: "When I was called 'Director,' it really made my clients look up to me, but in fact, I was single-handedly managing the department without a team and with very little authority." She further admitted that “Clients seem happier when they deal with a Director than an Executive.” However, she concluded that “in the end, it just makes you feel stupid as the truth becomes more obvious.”
A receptionist, on the other hand, made a joke that she was “Head of Beverages” as, besides her front-desk duties, she was also responsible for serving tea and coffee to guests. Naturally, the title was her making fun of the situation and turning a normal task into something grand. The sad thing is that today, quite a few real job titles are almost as far from the truth as the one in this story.
This title inflation isn't just something people talk about; it's a documented trend. According to a recent study, there has been a 43% increase in job positions in the Middle East that are named "Lead" or "Manager" while the requirement is only 1-2 years of experience. Twenty-something professionals are getting directors or vice presidents' titles at small firms - the kind of titles that normally take decades to achieve.
Recruitment experts say that companies are giving out senior-sounding titles to young people as a "free incentive" to attract and keep them during times when it is hard to find talent. A company that is on a stretched budget and cannot afford to pay raises or give fancy benefits can still, at almost no cost, give an employee a cool new title. And since the young workforce is eager for quick promotion (half of Gen Z expects a promotion every 12–18 months!), many employees will be okay with a prestigious title instead of a pay raise.
However, this rapid title inflation as a solution to a problem also has some hidden consequences. Specialists claim that increasing titles "without the corresponding experience, skills, or salaries" leads to a surplus of senior job titles that might sound impressive, but in fact, young employees have no room for further development. In the UAE multi-generational workplaces, one can now quite often see a "Director" of 25 years working alongside a Manager aged 45. The confusion – and a bit of resentment – follows.
Mature professionals, for example, may be irritated when a newcomer suddenly appears in the office with the title of "VP of This-or-That." On the other hand, young title-holders may not be able to see the next step: if at 28 you are already "Vice President" in a small company, what can be the next title? It is very similar to skipping to the last chapter of a book in terms of career development – not much plot left.
For more insights on how leadership development and clear organizational hierarchies can prevent this issue, explore www.tuscan-me.com/blog/leadership-development-gap.html.
Vague and inflated titles beyond the usual office complaining have been proven to significantly hinder the career mobility of employees and their prospects. To begin with, recruiters find it hard to understand creative titles in job applications; thus, Applicant Tracking Systems and LinkedIn algorithms cannot deal with such ludicrous titles. For instance, the hiring manager who looks through the resumes might not consider the one with the title of “Social Media Guru” while its actual function was just a Social Media Coordinator because this manager takes the title literally.
Moreover, misusing senior titles on job advertisements leads to a drop in the number of people who are willing to apply – there can be as many as 39% fewer applications when “Senior” is added to a junior role. Candidates do not easily buy the hype anymore.
Besides, the thing is, if you get an inflated title and thus employment, your career can still be on hold. An overly grandiose title on your CV can mislead your prospective employers into thinking differently, which in turn makes you less competitive when you are in the job market. You may be rejected on the grounds of being “too senior” on paper or, on the other hand, find it difficult to convince interviewers of your high position.
Just try to think of a situation when an employer tries to figure out the position of a “Data Guru” in their organization – is that person a data analyst, a data scientist, a manager? According to one tech professional in Dubai, the reason why he was unable to find a job was that he called himself a “Data Guru”: As per a recruiter's point of view, "it doesn't sound professional, and it fails to place the candidate at a clear level of seniority."
HR professionals in the Gulf Cooperation Council region are just about ready to lose their minds over these out-of-control job titles. When titles of roles are not clear, organizational clarity suffers. If a company directory is full of “leads,” “heads,” and “chiefs” that are not actually leading, heading, or chief-ing much, then who is responsible for what?
“Manager” is a title that is very often given without a team to manage – just to keep an employee happy. Possibly, you may have five “Managers” all reporting to another “Manager.” Consequently, performance management and succession planning become a nightmare.
The use of inflated titles has contributed significantly to the distortion of career paths within a company. In case everyone is a VP by year 3, you have basically wiped out the junior and the middle-level positions.
Such companies will either decide to come up with even more magnificent titles or have to deal with the unpleasant task of levelling down the titles at a later stage. Usually, it is those difficult conversations whereby you have to explain to a self-styled “Director” that his/her next role in another company is going to be “Senior Specialist.”
How to get rid of the "Marketing Ninjas" without harming the vibe? HR and business leaders from the region can implement various practical measures:
Moreover, think of titles as sometimes less than more. One of the largest companies in the UAE actually did away with job titles. Emaar’s founder, Mohamed Alabbar, said, "I don't have a job title. And from now on, neither do you." His point? To concentrate on talent rather than on titles, and to give people the power to make a difference without the support of the hierarchy.
Inflated and unclear titles such as "Marketing Ninja" or an exaggerated "Vice President" are enjoyable only up to a certain point. A job title in the UAE and GCC is almost like a status symbol, so the temptation to get creative or inflate the title is particularly high.
However, as a result, we have seen the consequences: through misdirection of jobs, confounded recruiters, changed compensation, and HR being in the role of a referee in title turf wars. The time of misleading job titles is long gone (or at least deeply reformed).
We can bring back the understanding and trust in our career paths by connecting titles with reality and keeping "ninjas" and "rockstars" for the karaoke stage. Learn how sophisticated Visit tuscan-me.com to explore how leading UAE organizations are redefining workplace culture and leadership structures for clarity, fairness, and long-term growth.
