Corporate Storytellers Surge: New $274K Roles Drive Demand
UPDATE: Corporate America is experiencing an urgent surge in demand for “storytellers,” with job postings skyrocketing as companies strive to control their narratives amid a declining media landscape. A recent analysis by the Wall Street Journal reveals that U.S. LinkedIn listings for “storyteller” have doubled over the past year, surpassing 50,000 in marketing and over 20,000 in media and communications roles, reflecting a critical shift in corporate strategy.
This rapid rise comes as organizations grapple with diminishing traditional media outlets and the need to connect with audiences directly. Executives have invoked “storyteller” or “storytelling” 469 times on earnings calls in 2023, a significant increase from 359 mentions last year, according to FactSet data. The trend spans various sectors, from Big Tech to fintech startups and retailers.
Vanta, a compliance technology provider, recently listed a “head of storytelling” position with a staggering salary of up to $274,000. This signals the high value placed on narrative skills as companies pivot towards direct communication strategies. Meanwhile, digital banking firm Chime received over 500 applications for its storytelling role last month, primarily from journalists seeking new opportunities.
The surge in these roles is fueled by a significant shift in communication methods. As newspaper circulations plummet and the fragmentation of the internet limits earned media opportunities, brands are increasingly focusing on building their own channels. With fewer journalists available, companies are turning to former reporters to craft authentic narratives through blogs, podcasts, and social content. The Wall Street Journal notes that this trend is evident in firms aiming to “own the narrative,” particularly in tech, retail, and compliance sectors.
The demand for storytellers is not just about creativity; it’s a strategic necessity. Vanta’s job posting emphasizes the need for someone to “lead the creation of compelling stories that resonate with our audience.” Chime’s role, which attracted hundreds of applications, focuses on reinforcing the brand’s messaging through owned media channels.
Social media reactions reflect the buzz surrounding this trend. Users have noted Vanta’s high salary and the doubling of storytelling job postings. Organizations like Larian Studios are also seeking narrative experts, further broadening the scope of this demand beyond corporate communications.
Salary benchmarks indicate the stakes involved. According to a recent analysis, roles in storytelling and communications can range from $150,000 to $250,000 at companies investing in top-tier editorial talent. Employers highly value the skills that journalists bring—fact-checking rigor, polished prose, and the ability to distill complex ideas into engaging narratives.
This hiring frenzy is not limited to large corporations; nonprofits and startups are also joining the movement. The Business Report highlights how organizations are increasingly prioritizing direct-to-audience strategies amid growing media distrust, making this a critical area of investment.
Next Steps: As this trend continues to evolve, companies will need to navigate the challenges of defining these roles. Not all job postings clearly outline responsibilities, leading to confusion about the specific skills required. However, the demand for storytellers shows no signs of abating, as firms adapt to the changing media landscape.
In the coming years, the push for skilled narrative creators will likely intensify, especially with predictions indicating a shift towards audio products and generative AI tools. As the industry adapts to these changes, the role of the storyteller will become increasingly integral to how brands communicate and engage with their audiences.
As companies transform into media brands, the implications for journalism and corporate communications will be profound, reshaping the industry’s landscape as we move toward 2025 and beyond.
