In the administrative profession, it’s estimated that there are still over 160 job titles floating around—everything from Office Manager to Administrative Coordinator, Personal Assistant, and, of course, Executive Assistant. With such a wide array of titles, it’s easy to get caught up in debates over which one best reflects your responsibilities and value.
However, fixating on the title is not only pointless; it’s also tackling the issue from the wrong perspective. If you focus solely on the word "Assistant" in "Executive Assistant," you risk coming across as a moaner rather than a professional determined to redefine and elevate your role.
The real issue isn’t the title itself, but how the role is perceived—by others and, crucially, by Executive Assistants themselves. And while it’s true that outdated perceptions persist, the only people who can change them are those in the role. It’s time to shift the narrative, not by seeking a different title, but by demonstrating the strategic impact and value that Executive Assistants bring to their organisations.
The Power of Perception
Titles are merely labels, and they don’t always capture the full scope of what a job entails. The role of an Executive Assistant, for example, goes far beyond what many people assume. You’re not just someone who answers the phone or schedules meetings; you’re a strategic partner who plays a vital role in the success of your executive and, by extension, the entire organisation. The problem arises when others don’t see that—and when you don’t assert it.
Historically, the term "Assistant" has been associated with a supporting role, often seen as less significant or lower in status. This perception can lead to a lack of recognition for the skills, expertise, and influence that Executive Assistants actually possess. But here’s the thing: no one is better positioned to change this perception than the Executive Assistants themselves. If you want others to see you as a strategic partner rather than just an "Assistant," it starts with how you see and present yourself.
Own Your Role
Instead of lamenting the limitations of your job title, focus on demonstrating the breadth and depth of your role. Take ownership of your responsibilities and showcase your contributions in a way that highlights your strategic importance. Are you managing key projects, coordinating complex schedules, or acting as a gatekeeper for your executive?
Then make sure people know it!!!!
For instance, when discussing your role with colleagues or during performance reviews, emphasise the impact of your work rather than just listing tasks. Instead of saying, "I manage my executive’s calendar," you could say, "I strategically manage my executive’s time to ensure they’re focused on high-priority initiatives." This subtle shift in language underscores your role as a key player in the executive’s success rather than just an administrative function.
Be the Change
Changing the perception of the Executive Assistant role requires proactive effort. Start by educating others about the full scope of your responsibilities. This could be as simple as sharing insights during team meetings or as formal as giving a presentation on how your work supports the company’s goals. The more people understand the value you bring, the more they will view you as an essential part of the leadership team.
Networking with other Executive Assistants and professionals in your field can also help. By connecting with peers who share your ambitions and challenges, you can exchange ideas, strategies, and best practices for elevating the role. When Executive Assistants collectively begin to redefine their roles, the broader perception will start to shift.
Advocate for Yourself
One of the most effective ways to change perceptions is by advocating for yourself and your role. This doesn’t mean demanding a title change, but rather, demonstrating your value through your work. Seek opportunities to take on more strategic tasks, propose initiatives that align with company goals, and show how your contributions drive success.
Additionally, if you feel that your title doesn’t fully reflect your responsibilities, have a conversation with your executive. Frame the discussion not as a complaint but as an opportunity to align your title with the strategic nature of your work. However, remember that the title itself isn’t the end goal—the recognition of your role’s impact is.
Shifting the Narrative
At the end of the day, the title "Executive Assistant" is not the problem. The issue lies in how the role is perceived and understood by others, and by Executive Assistants themselves. The power to change that perception is in your hands. By owning your role, educating others, advocating for yourself, and focusing on the strategic impact of your work, you can reshape how your role is viewed, both within your organisation and in the broader professional landscape.
Don’t get bogged down by titles. Instead, be the driving force behind a new narrative—one where "Executive Assistant" is synonymous with leadership, strategy, and indispensable value. After all, it’s not the title that defines you, but the impact you make every day.
About the Author: Richard Arnott, BA, FInatAM, FIToL, is a Director of BMTG (UK) Ltd, and the author and lead presenter of the groundbreaking, globally recognised Advanced Certificate for the Executive Assistant: ACEA® program. Richard also sits on the editorial board of Lucy Brazier OBE Executive Support Magazine.
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Good stuff