Personnel officers, like other middle-level collegiate administrators, have become so concerned with their status on campus that they have forgotten their role, which is to serve: to serve the goals of the institution, which are or should be educational goals established by the faculty and its leaders. Personnel is now a vulnerable area, but its promise is great. At every level of operation and at every level of rank, personnel officers have unique opportunities to serve. If they suffer from an inferiority complex, feel they have low status, and shuffle paper more than they shake hands, it may be their own fault. They must start jumping (collectively, of course), and opportunity will come their way. (Author/MSE)