Just for the record, if I were looking for a job, and you used hero (or ninja, or rockstar) in the title, I wouldn't take you guys seriously. This seems to be a common sentiment.
I think I, and a lot of people, respond to ninja, etc., negatively not because They're Silly Words And This Is Serious Business, but just because they're tired and non-descriptive. I have about the same response to something like, "Senior Solutions Manager". It's not a logical reaction based on evaluating the company, more like just an automatic, "Ugh..."
Unfortunately words like that have become a bit "buzzy" with HR and management (non-techie) types: "Oh, so all we have to do is say 'ninja' or 'rockstar' and we're instantly cool and really talented people will want to work here. Can I be a rockstar too, pls?"
I've spent the last twenty years becoming a slacker with more expertise than enthusiasm, so I'm with you there ;)
If the bust hadn't come along, sooner or later they'd have made a deal to print the help wanted ads on individual cans of Mountain Dew.
Sounds like a startup idea. Built-in revenue model!
Basically, these words often mean a senior position, at a (relatively) small company, for low pay.
If you don't mind the pay-cut, you can probably leverage your work there and make a name for yourself.
Ooooh. Give up something concrete for weasel-word rewards? How can I lose?
first, disqus has shown very impressive growth in the past year for a company of their size (not to mention they've raised money from fred wilson et al).
second, judging a post by one word is a bit pretentious.