Job titles these days have become increasingly unique, even playful and may raise eyebrows. But they reflect how job scopes are evolving beyond traditional labels.

Job titles, for instance, have evolved so much that Malaysians are hired for work such as "planet healer", "low-carbon inspiration engineer" or "culture architect".

Take, for example, a post last year on LinkedIn when someone observed the ways job titles on the networking platform have "morphed".

"It's no longer enough to be a marketing manager or sales representative. Now, we're having to deal with 'strategic growth orchestrators' and 'dynamic engagement leaders'," the post said.

It's a global trend, mirroring economic transformation.

Recently, Wendy's in the United States made news for wanting to hire a "Chief Tasting Officer".

"A job AI can't steal because … no mouth duh," said the fast food chain on a web page.

Human resource consultants in Malaysia explained that the practice is a reflection of a deeper rethinking of how work is structured and talent is valued.

Anthony Raja Devadoss, workforce consulting firm Korn Ferry Malaysia's country managing director, said the emergence of unconventional titles points to real shifts in business priorities, particularly in creativity, sustainability, digital capability and human-centered leadership.

"These are not just fancy labels. They signal what organizations now need to stay relevant.

"Roles are increasingly shaped by AI adoption, skills-based thin king and hybrid work models," he said.

"Employers are placing greater emphasis on data literacy, emotional intelligence, collaboration and self-management," he said.

In Malaysia, he said demand is also rising for sustainability, ESG (Environmental, Social, and Governance) and innovation-related skills.

"In a fast-changing workplace, what matters most is not the title, but the value the role creates," he added.

AI's influence

According to Korn Ferry's Talent Acquisition Trends Report, 67 percent of talent professionals expect AI to play a major role in hiring strategies while 76 percent of companies have moved toward hybrid work.

Raj Kumar Paramanathan, managing partner at executive search and leadership development firm CnetG Asia, said unconventional job titles reflect a real shift from task execution to outcome-based roles.

"Traditional job descriptions are being replaced with outcome-driven profiles.

"Organizations want people who can deliver tangible results, not just perform tasks.

"Leaders now need to anticipate change, navigate uncertainty, operate across silos, and influence without authority.

"They must combine commercial judgment with creativity, change leadership and have strong stakeholder communication," he added.

However, Malaysian job titles, he said, remain relatively conservative compared with the United States and Europe, but roles tied to administration and narrow functional work are being phased out through automation.

"Employers should focus on designing roles around clear business outcomes and skills rather than titles.

"Job seekers need to read the responsibilities carefully, look beyond labels, and build adaptable, future-ready skills that cut across functions and industries," he said.

Zarina Ismail, president of National Association of Human Resources Malaysia, said evolving job titles can help reflect professionalism and modern skill sets but cautioned that substance must come before style.

"A title should accurately reflect the role's function and responsibilities, not just sound innovative.

"While new roles are emerging in technology and digital transformation, traditional positions are more likely to evolve than vanish. Continuous upskilling is essential as roles change," she said.

Job titles, added Zarina, should align with the scope of work, incorporating creativity, trend-relevant skills, innovative thinking and the ability to adapt to change.

"Changing job titles play an important role in reflecting the professionalism of a position and the organization.

"However, the functions and responsibilities must be clear and not just appealing in name," she said.

She stressed that job titles should also align with employees' capabilities.

"The title must reflect the employee's competencies and growth. It should emphasize continuous learning and upskilling to remain relevant in a changing workplace," added Zarina.

THE STAR, MALAYSIA