Anduril job titles go hard

When you read “Director of Battlespace Awareness,” it doesn’t sound like a boring office job. It sounds like a sci-fi movie character. That’s the magic here—Anduril is turning job titles into mini marketing campaigns.

Marketing analysis

Anduril’s titles make working there feel like joining a secret mission. It taps into emotion and identity, not just function. You’re not applying for a “Data Analyst” role—you’re applying to understand the “battlespace.” Big difference.

Why it works

• Turns functional roles into aspirational ones
• Aligns branding with company mission: defense tech and innovation
• Creates instant intrigue and social shareability
• Makes employees feel like part of a bold vision

Examples

• SpaceX uses titles like “Launch Engineer” instead of “Mechanical Engineer.”
• Tesla calls its retail staff “Advisors,” not “Sales Associates.”
• Riot Games uses “Rioters” internally to build culture around the brand.
• Palantir titles often have mysterious flair, fitting their secretive vibe.