Managers retain the discretion to establish reasonable working titles to describe the function of the position in greater detail or to be more easily recognized for both internal and external communications. Working titles are assigned in alignment with business needs and industry standards and should reflect the nature of work and level of authority within the position. Working titles may, and often do, differ from the assigned university job title. University job titles follow certain parameters within the job structure particularly for titles such as manager, director, administrator, and officer. VCU HR provides consultation regarding the development and use of working titles, such as at the time of recruitment to assist in strategically attracting the desired, targeted applicant pool.