Are you really looking for a beverage dissemination officer? Or a barman? Don’t be fooled: both titles describe the same job, but the first is far from clear and will attract the wrong kind of people. For this reason, our advice is to keep things simple. The right job title is the most familiar one, without all the bells and whistles.

Sure, public waste manager sounds better than bin man. But in our digital world, search engines and algorithms seek out the most commonly used terms. So use your common sense, and put a simple, logical job title at the top of your recruitment text.

If your vacancy is so specific that no existing name seems to cover it, then Google is your friend. Use Google Trends to compare the most frequently used job search terms in the world’s biggest search machine. Always choose the most popular term, since that will give you the best chance of success.