expectations of the company is tied to an individual employees visions of success. It is not the attractiveness of the words that counts rather the ability of the title to capture the content information in a few words. The ability of the title to appeal to the individual values of the employees and touch on their passion and objectives, the company's objectives and tie these together with ethics. If performance on the job and subsequent recognition is based upon ethics for instance, then many employees adhere to the codes. Titles establish a relationship of trust (Monitor on Psychology, 2006).