The storyteller job descriptions detail the need to produce compelling branded content, including blogs, podcasts, and case studies
One of the hottest jobs in corporate America right now is “storyteller,” which several companies, including Google, Microsoft, Notion, and USAA, are advertising as roles that involve content creation for marketing, investor relations, and recruitment.
According to the Wall Street Journal, these storytelling roles are a flashier take on the traditional media relations manager positions.
The job descriptions detail the need to produce compelling branded content, including blogs, podcasts, and case studies. Some companies like tech firm Vanta, are offering a salary of up to $274,000 for the role.
Numbers reflect the rise
Over the past year, US LinkedIn job postings mentioning “storyteller” have risen to 50,000 under marketing and over 20,000 under media and communications.
FactSet data shows, executives mentioned the term 469 times this year, up from 359 times in all of 2024 and 147 times in 2015.
The surge reflects the changing media landscape
Traditional media, like newspapers, have seen US circulation shrink 70% from 2005 levels, while views on the top 100 newspaper websites have dropped 40% since 2020, according to Northwestern’s Medill School of Journalism.
In its wake, companies are no longer relying on publishers to spread their word. Most are posting on their own social-media accounts, YouTube channels, and Substack newsletters.
Fintech company Chime noted that journalists and content writers were the major applicants to its storytelling role posted last month.
Communication experts note that brands are seeking authentic, human, and relatable content to counter growing distrust caused by generic, AI-generated content.
Communication experts note that brands are seeking authentic, human, and relatable content to counter growing distrust caused by generic, AI-generated content.