Concerns regarding the nomenclature of university administration in Australia and the UK have featured in the higher education literature for over a decade. In response, a significant nomenclature shift is occurring, with Australian universities replacing the term "General Staff" to describe all administrative and technical staff, in favour of "Professional Staff". Following nomenclature trends in the UK, this change has been in gestation for some time having been championed by individuals, groups, professional associations and more recently a national staff union. This paper presents the findings of a doctoral study regarding the nomenclature preferences of 194 Australian university research support staff. It provides insight into the motivations behind the nomenclature shift, with an emphasis on the dissatisfaction expressed for the term "Non-Academic Staff". Drawing on these findings, this paper suggests an aspirational framework for university professional staff in the form of a "nomenclature ladder" for sector-wide application. (Contains 1 table.)