What's in a NAME?

A rose by any other name may smell as sweet -- but a job title, that's a different case entirely.

Who wants to be a coordinator of projects instead of a program director? And why settle for administrative assistant if you're doing the work of office manager? Doesn't senior vice president have a certain ring to it?

"Titles matter," said Ted Ford Fouriezos, president of the Georgia Association of Personnel Services and owner of Recruitment Options International in Marble Hill. It's an often-overlooked part of career development, but the description on your business card impacts the job you're in now and ones you may hold in the future.

"As a recruiter, I know it's harder for someone to be selected for a job opportunity if they don't have a title that seems to match the duties and responsibilities of the opening," Fouriezos said.

"A regional sales manager who has landed and handles national accounts should really be called a national sales manager," he said. If that person decides to change companies, having the higher job title could lead to better offers and compensation.

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Russ Mountain, president and CEO of Rowland Mountain & Associates, said that companies are competing for talent and that upgrading employees' titles is one way to keep employees on board and happy.

Fouriezos encourages his clients to request a job-function and title review every two years or when changes in duties and responsibilities dictate it.

Ideally, a job title should indicate the scope of your position and your level of responsibility within an organization, said Russ Mountain, president and CEO of Rowland Mountain & Associates, an Atlanta-based search firm.

"A company wants clear lines of responsibility, accountability and cost -- what it costs to employ you," he said.

The implications of a title are much broader than a mere definition, however. It translates into external and internal power, influence, respect and opportunity to move up the career ladder.

Having the right title on your resume can even determine whether you make it past electronic screening and land an interview for a prospective position. The computer doesn't know that you really run the office if your title says "secretary."

On a personal level, "titles validate our sense of self-worth and can elevate our sense of self-esteem and confidence," said Phyllis Carerra, CEO of HumanArts in Atlanta. "The right title can make the difference in whether you're excluded or invited to sit at the leadership table."

It can indicate higher levels of achievement, perceived value to a company, clout, money and benefits, such as stock options or vacation time.

So if you like what you do but aren't happy with what you're called, it's time to ask for a change.

"Breaking through the inner resistance to ask may be the first hurdle, especially for women," Carerra said. "Research shows that men ask [for things in the workplace] twice as often as women and that they initiate negotiations four times more than women. The first step is to get very clear about what you want and why, and then ask for the right reasons."

Asking for the wrong reasons is a common mistake when negotiating for salary, benefits or title, said John Weiss, executive recruiter and owner of Executive Placement Services.

"Right out of college, when my first raise didn't meet my expectations, I told my boss that I'd put in a lot of overtime and my apartment rent had increased," he said. "He made it clear that he was sorry for my personal problems, but that didn't justify the company paying me more money."

Wanting a more impressive moniker to stroke your ego or because the guy in the next office got one are not justifiable reasons.

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John Weiss, executive recruiter and owner of Executive Placement Services, said that if your request for a new title is denied, you should discuss with your boss what else you could do to justify a title change.

"You have to build a case based on company expectations and reality," Weiss said. Looking at it from the company's perspective, you have to convince your boss that what you're doing exceeds your job description and that a new title better reflects your contributions. You have to show how this promotion would enable you to be more effective in your job and thus benefit the organization, he added.

One of Weiss' clients was offered a position as director of public relations with a Fortune 100 company but requested the title "vice president of public relations" instead. She argued that her co-workers and the public would respect what she had to say more as a vice president and that she would be more effective in promoting the company. "Based on that case, she received it," Weiss said.

Janis Ashkin, owner of Ashkin Counseling and Training, encourages her clients to lobby to change titles that no longer fit but to plan strategically for the negotiation process.

"First do your research," Ashkin said. "It's important to be able to identify your skills and accomplishments. It never hurts to remind the powers that be of your successes and value to the company."

You'll want to understand where your position fits within the organization, she said. In leaner organizations, there may be fewer managers; in small, family-owned businesses, certain titles may not go outside the family.

You'll also want to research the titles and job descriptions of others who do similar work. Ashkin suggests talking with colleagues in the field, asking people in your professional organizations and checking with the Society for Human Resource Management, which does annual surveys on job titles and salaries.

"You want to be able to make a case that the title you seek is appropriate for the work you do and the structure of the organization and that it's consistent with the industry," Ashkin said. "When you do the research, you're able to speak from a position of knowledge and strength.

"A written proposal makes a more compelling argument and shows that you've spent a significant amount of time considering the change."

It also gives your boss something to keep and study. You want to give him or her the documentation that will initiate dialogue and follow-up conversations if the initial answer isn't "yes."

"Companies want their business to grow, and they expect that their employees will want to grow and progress as well. If you can demonstrate why a new title makes sense from a professional standpoint and if it fits with the general progression of your career, then the boss may be willing to grant a title change quicker than a salary increase. It's a no-cost way to reward someone," Mountain said.

If you're a dedicated worker with potential, now could be a good time to ask. With more baby boomers retiring and fewer workers coming up the ranks to replace them, companies are in a war for talent, Mountain said. Upgrading titles is one way to attract and keep the right people.

"Good companies are interested in the well-being of their employees. They want them to be happy and stay," Mountain said.

On the other hand, a title change can lead to higher responsibility, salary or benefits that aren't in the company budget at the moment. For any of those reasons, your boss may deny your request.

If the answer is "no," ask your boss what you have to do to move to the next level, and start asking for additional responsibilities to show that you can do the job, Weiss said.

"Is there training or a certification you could earn that would strengthen your case? Ask what goals you should set. That gives you something to aim for and discuss when you revisit the subject," he said.

You'll want to weigh all your options, and that may include looking for a promotion with another company.

An annual performance review is a good time to request a change in title, but one of the best times to get the title you want is right after you've received a job offer.

"That's when you have the most leverage," Mountain said. "They want you and are more willing to do what it takes to get you."