In the race to attract top talent, some companies think outside the box — and a few, like those in the scientific field, have hit a home run.
One clever rebranding transformed the humble “Lab Assistant” into the aspirational “Assistant Scientist,” sparking a surge of interest from the best and brightest.
How did this change turn the tables in a fiercely competitive market?
This wasn’t just a tweak; it was a game-changing strategy. Here’s how they pulled it off — and how your startup can replicate this approach to redefine roles and draw in high-caliber talent.
1. Perception is Everything: Reframe the Role
What’s in a name? For “Lab Assistant,” the answer was... not much. But with “Assistant Scientist,” the game changed. Suddenly, the role wasn’t about fetching samples but about contributing to scientific breakthroughs.
For startups, every job title is an opportunity to reshape perceptions and attract the talent you really want.
Takeaway: Rebrand roles to emphasize impact, not just function. Make every job sound like the stepping stone to greatness.
2. Create Titles That Inspire Ambition
“Assistant Scientist” didn’t just hint at growth — it screamed it. The title suggested a direct path to scientific glory, enticing driven individuals looking for roles where they could make a name for themselves. Startups should craft job titles that ignite passion and hint at big futures.
Takeaway: Make your job titles irresistible. Position them as launching pads for ambitious candidates ready to make their mark.
3. Infuse Every Role with Purpose
By rebranding, companies didn’t just elevate a title; they imbued it with purpose. “Assistant Scientist” meant playing a key role in groundbreaking discoveries. It wasn’t just a job; it was a mission. Startups should communicate how every role contributes to their grand vision.
Takeaway: Craft job descriptions that go beyond tasks to tell a story. Make candidates feel they’re joining a cause, not just a company.
4. Think Bigger: Appeal to Prestige and Recognition
“Assistant Scientist” carried a whiff of prestige that “Lab Assistant” could never muster. It attracted candidates who sought recognition and respect in their field.
Startups should leverage titles that offer not just a paycheck, but status, and a sense of belonging to something bigger.
Takeaway: Don’t just offer jobs; offer prestige. Make candidates feel they’re stepping into roles that matter in the industry.
5. Tap into Broader Talent Pools
Changing the title opened doors to a wider array of candidates — not just those who fit the “Lab Assistant” mold. Suddenly, people from diverse scientific backgrounds saw themselves in the role. Startups can do the same by crafting inclusive titles and descriptions that resonate with varied audiences.
Takeaway: Ensure your job postings speak to diverse groups. Broaden your search to find untapped talent gems.
6. Transform Job Descriptions into Captivating Narratives
The new title told a story of excitement and impact. Job descriptions should do more than list requirements; they should sell a dream. Startups should write descriptions that paint a picture of the thrilling journey awaiting new hires.
Takeaway: Use compelling language and storytelling in your job ads. Make candidates feel excited about the adventure ahead.
7. Align Roles with Your Bold Company Culture
By rebranding the role, companies aligned it with a culture of innovation and forward-thinking. Every job title should mirror the company’s ethos, ensuring that those who apply are already a cultural fit. Startups should leverage role titles to communicate their brand identity.
Takeaway: Your job titles should reflect your company's unique spirit. Make sure they attract candidates who are aligned with your values and vision.
8. Prioritize Skills Over Experience
“Assistant Scientist” opened doors to candidates with skills, not just traditional experience. Startups should prioritize what a candidate can do over what they’ve done, widening their search to find talents with the right capabilities, not just the right résumé.
Takeaway: Focus on what candidates bring to the table, not just their past. Find potential, not just past positions.
9. Sell Collaboration and Impact
Rebranding highlighted the collaborative nature of the role, and its direct impact on research outcomes. It drew in candidates eager to make meaningful contributions. Startups should emphasize how every role drives collective success and positive change.
Takeaway: Show how roles contribute to team wins. Make your job postings a rallying cry for collaboration and impact.
10. Stay Agile and Adapt Your Strategy
Rebranding from “Lab Assistant” to “Assistant Scientist” was not a one-off decision; it was a strategic move that required constant adaptation. Startups should always be ready to refine their approach to stay competitive in the talent market.
Takeaway: Continuously analyze and adapt your job titles and descriptions to meet market expectations and attract top talent.
Rebranding a role is more than just a change in name; it’s a shift in mindset.
By thinking creatively, startups can redefine how roles are perceived, drawing in the talent needed to drive innovation and success.
Remember, your ideal candidate is out there — make sure your roles speak directly to them.
It’s time to rethink how you position your roles. Elevate them, tell a story, and attract the people who will help your startup soar to new heights. Just like they did with "Assistant Scientist."
