Excerpt from “Corporate Crap” – Chapter 11: The “E” Word

Published December 19, 2018

An employee by any other name …

Companies take semantics so seriously that many don’t even call
their employees “employees” anymore. Apple calls its employees
“geniuses.” Disney calls theirs “cast members.” At Cabela’s they
are “outfitters,” at Starbucks they are “baristas,” and at Subway
“sandwich artists.” At Trader Joe’s they are “mates” except for the
store manager, who is “captain.”

At least these companies are trying to be more playful or
descriptive in defining people’s jobs. Companies that call employees
“associates” or “team members” because they think it will make
employees feel more vested in the organization or better about
themselves are the ones full of Corporate Crap…