Storytellers are the New Executives
And creators are best fit for the job.
The percentage of US Linkedin job postings that contain the name “Storyteller” has doubled within the past year.
Google is hiring a Customer Storytelling Manager. Microsoft is recruiting a Senior Director of Narrative and Storytelling. And Notion’s co-founder merged communications, social media, and influencer functions into a comprehensive “Storytelling Team.”
The world’s biggest corporations are allocating long-term capital towards people that know how to shape perspectives.
Good Content is not a secret.
This is more than a trend. It’s the fulfillment of a necessity.
There are 17,000 fewer journalists working today than there were in 2000. Getting the press to sing a company’s praises isn’t viable anymore.
Thus, companies are becoming their own media operations. And they’re hiring to reflect it.
“Storytelling is the new hot skill.” That takeaway is valid, but it’s a surface level read.
A creator that can’t tell a story dies. Microsoft, Google, and Notion are giving six-figures to those with skills that creators learn within their first year of posting.
What brands lose by forming their own storytelling teams is external influence: someone telling the brand’s story that target customers already trust. The premier companies have realized this.
So no matter how big these storytelling teams get, companies will always require the services of creators that resonate with their audiences.