They are called Air Traffic Controllers.
National Air Traffic Controllers Association -
http://www.natca.org/
What is an Air Traffic Controller? -
http://www.natca.org/about/whatatc.msp
FAQ's - http://www.natca.net/natca/faq.msp
Well yes, ATCs guide the aircraft, mostly in the air, but also
on the ground by commands over the radio or whatever, but I think
the original poster meant the guys who physically direct the
aircraft with glowing batons etc.
I believe these are officially known as Aircraft Attendants, but
informally as Batmen (and Batwomen, I suppose). The name comes from
the long-ago time when they would use things like oversize
table-tennis bats to convey their instructions.