New job titles reflect important aspirations

Changing job titles — the titles themselves, not the people holding them — is not really a new thing at credit unions. But there’s a new wave of them that are interesting and promising.

These new titles have a distinct focus on the member. They’re aspirational. And they clearly show what the credit union values and is trying to achieve.

A decade ago, Ent Credit Union ($5.2B, Colorado Springs, CO) provided a good example of this when it changed the “collections” department to “member solutions” during the housing crisis. Bill Vogeney, who is still Ent’s chief revenue officer, explains more in this January 2009 column titled “A Wake-Up Call For Credit Unions.”

Ent was dedicated to keeping people in their homes, not taking their shelter away. That’s the credit union way. That’s the credit union difference.

 

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