The scourge of job-title inflation

When you enter an unfamiliar office for a meeting with someone who works there, you will almost certainly approach a person sitting behind a large desk. You might think you are about to speak to a receptionist. But in some buildings, you will be dealing with someone far grander: a lobby ambassador.

If that feels absurd, take a deep breath. Plenty of companies now employ a “director of first impressions”, a job whose responsibilities include greeting all visitors at the front desk, almost as if you were meeting a receptionist. At Hudson Yards, a development in midtown Manhattan, advertisements tell candidates for one role that they are expected to “curate experiences” for visitors if they have questions. You might think you are asking someone where the toilet is; in fact, you are having an experience with a brand ambassador.