No, it's not. It's an attempt to encourage employees.

No. It is postmodern feminization of the culture.

Men label their employees by concrete actions: clerking, driving, managing.
Work gets done. That's what counts.

Women label employees by their soft relationships: associate,
representative, assistant. Actions don't matter as much as how you relate
interpersonally.

This is how women can dominate men in the workplace. Men are bigger and
stronger, so to weaken this male advantage, do not label jobs in terms of
actions. Women are more physically attractive, so label jobs in terms of
getting closer.