Corporate America is in the midst of a hiring frenzy for “storytellers,” a title surging in job postings as companies race to seize control of their public image amid shrinking traditional media outlets. A Wall Street Journal analysis reveals that U.S. LinkedIn listings mentioning “storyteller” doubled in the year through late November, with over 50,000 in marketing and more than 20,000 in media and communications roles. Executives invoked “storyteller” or “storytelling” 469 times on earnings calls this year through December 11, up from 359 for all of last year, according to FactSet data cited by the Journal.

This trend spans Big Tech, fintech startups, retailers, and even compliance firms. Vanta, a compliance technology provider, this month posted a “head of storytelling” role offering up to $274,000 in base salary, signaling the premium placed on narrative mastery. Chime, the digital banking firm, drew over 500 applications—mostly from journalists—for its storytelling position last month, a company spokesperson told the Morning Brew.

The Journalist Exodus Fuels Demand

Behind the surge lies a profound shift in how companies communicate. Newspaper circulation has plummeted, and internet fragmentation has reduced earned media opportunities, pushing brands to build their own channels. “There are fewer journalists,” notes the Wall Street Journal, explaining why firms now seek ex-reporters to produce podcasts, blogs, case studies, and social content that burnishes their image.

Journalists, facing layoffs in traditional newsrooms, are prime candidates. Roles at places like Vanta and Chime emphasize crafting “authentic” narratives for investors, customers, and regulators. A Guardian report highlights big tech, retailers, and compliance outfits hiring to “own the narrative,” with postings demanding skills in executive communications, branded content, and multi-platform storytelling.

From Press Releases to Podcast Empires

The job isn’t about fiction—it’s strategic messaging. Compliance tech firm Vanta’s listing calls for someone to “lead the creation of compelling stories that resonate with our audience,” per the Journal. Fintech Chime’s role, which saw hundreds of applications, focuses on reinforcing positioning through owned media, as a spokesperson confirmed to Morning Brew.

Posts on X echo the buzz. Users like Natalie Sportelli noted Vanta’s high salary, while Nancy Duarte pointed to the doubled LinkedIn postings and earnings call mentions. Larian Studios and others advertise for narrative experts across gaming and media, broadening the trend beyond pure corporate comms.

Salary Benchmarks and Skill Imperatives

Pay reflects the stakes. Vanta’s $274,000 offer tops benchmarks, but journalism-adjacent roles fetch $150,000 to $250,000 at brands investing in editorial talent, according to a stupidDOPE analysis of high-demand positions. Employers prize reporters’ fact-checking rigor, prose polish, and ability to distill complexity into engaging tales.

Candidates need multimedia chops: Substacks, YouTube, TikTok, and podcasts. The Business Report details how firms from nonprofits to startups hire for this, doubling down on direct-to-audience strategies amid media distrust.

Tech Giants and Startups Lead the Charge

Big Tech exemplifies the pivot. Larian Studios seeks “storytellers, leaders, and editors from different disciplines” for long-term narratives, per an X post. Every.to advertised a “head of storytelling,” tapping media pros for cultural capitalism content, as Patrick OShaughnessy announced on X for Colossus.

Fintech Chime’s 500+ applications underscore appeal to journalists. “A spokesperson for Chime told the WSJ that the company received more than 500 applications for its open storytelling job last month, with the majority coming from current or former journalists,” Morning Brew reported.

Earnings Calls Signal Strategic Priority

FactSet data shows executives prioritizing storytelling: 469 mentions this year versus 359 last. Nancy Duarte on X highlighted over 50,000 marketing and 20,000 comms listings. This verbal uptick on calls reflects boardroom mandates to humanize brands in an era of algorithmic feeds and short attention spans.

The Blurred publication questions definitions but affirms the WSJ-reported zeal, cyclical yet intensified by AI-driven content needs and Reuters Institute predictions of publishers doubling down on owned audio and video.

Challenges in Defining the Role

Not all postings clarify duties. Some blend media relations with content creation; others demand C-suite ghostwriting. The Guardian notes confusion: “What do they actually mean by that?” Yet demand persists, with Nasha Niva reporting brands ditching PR for story creators, per WSJ insights.

X sentiment reveals skepticism—Stef called them “marketing people writing blogs”—but insiders see evolution. Reuters Institute’s 2025 trends forecast media leaders prioritizing AI-enhanced storytelling, aligning corporate hires with industry shifts toward branded journalism.

Broader Industry Ramifications

This gold rush, dubbed by Encore360, positions companies as media brands. Camille D. Jamerson on Medium referenced the WSJ piece, warning of past hype cycles but affirming 2025’s intensity. High application volumes at Chime suggest journalists view these as stable pivots.

Nonprofits and retailers join in, per Business Report. A DBBNWA outlook predicts 2026 acceleration, with storytellers eclipsing copywriters for holistic narrative ownership across blogs, podcasts, and investor decks.

Future Trajectories for Narrative Hires

Reuters Institute’s 2025 predictions emphasize audio products and generative AI, tools storytellers will wield. As X posts from O’Keefe Media Group and Story.io show, even niche sectors hire producers for investigative-style branded content. Demand shows no signs of abating, reshaping comms hierarchies.