Corporate America’s new hottest job title is also one of the oldest: storyteller.
LinkedIn job postings including the term doubled in the past year, with 50K+ listings in marketing alone. Major tech corporations like Google, Microsoft, and Notion are all building dedicated storytelling teams—and USAA hired four storytellers in under a year. The surge reflects a transformed media landscape as open journalists roles are down 25% since 2000, print circulation has dropped 70% since 2005, and brands now have their own publishing channels through socials. But many say the main driver is AI-generated content that is flooding the internet, and as one communications CEO put it, “The AI slop of it all creates so much distrust…the brands that are winning right now are the ones that are most authentic and human.” Authenticity has always mattered to young consumers, but companies are re-staffing up for it. (WSJ)
