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Corporate America Is Hiring “Storytellers”
Office of the Artist // Illustration by Kate Walker
Companies across industries are increasingly looking to hire “storytellers” — people who can tell a brand’s narrative across a variety of mediums.
Why It Hits: In an age of AI, companies are realizing that they need to tap into one of the oldest skills in history to connect to their customers — spinning a good yarn. In decades past, corporate America could rely on a healthy media ecosystem for publicity… but as the journalism industry shrinks (website visits to the largest 100 news publishers have shrunk by 40% over the past five years), that’s no longer the case.
Behind The Role: Corporate America has found its hot new buzzword, according to The WSJ.
Google is building a storytelling team for its Cloud division that will “play an integral role in driving customer acquisition and long-term growth.”
Microsoft’s cybersecurity division is looking to hire a senior director overseeing narrative and storytelling.
Fintech brand Chime is hiring for a director of corporate editorial and storytelling.
Vanta is offering a salary of $274,000 for its head of storytelling.
Notion combined its communications, social media, and influencer divisions into one storytelling team.
Final Pitch: Corporate America really wants shareholders to know that they’re all in on storytelling, mentioning “storytelling” or “storyteller” on earnings calls and investor days 469 times this year. The terms were only mentioned 147 times a decade ago.
And the number of job postings on LinkedIn that included “storyteller” doubled this year to about 70,000 open roles (or roles that the company plans never to fill). Those roles typically combine skill sets across copywriting, editorial, and publicity — all-in-one roles meant to attract journalists, content pros, and maybe even some out-of-work TV writers.
The Future: With companies like Sugar23 reorganizing to meet the storytelling needs of corporations and startups alike, the next decade may usher in the era of branded narrative entertainment. After all, we’re already getting a big-budget Labubu movie.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.