Four Ways to Hire and Retain Storytellers in Tech

"Ever since The Wall Street Journal reported last year that LinkedIn job listings mentioning "storyteller" have doubled, the role has become a tech-world fixation. At many companies a storyteller is essentially a brand architect, shaping how the brand presents itself across social media, newsletters and other channels to reach customers directly. The idea is that sharper, more consistent storytelling can strengthen a company's image and expand and its reach and name recognition."

"Clay, a New York City-based B2B software company thathelps salespeople find customer leads has been particularly effective at building its brand through storytelling, from how-to tutorials to slickly produced videos that populate its LinkedIn page toa new YouTube channel called 2500 Degrees dedicated to business profiles. Mishti Sharma, Clay's head of narratives, has been pivotal in creating the company's public-facing image, helping popularize the term go-to-market engineers for its users and positioning the software as a competitive edge for customers."

"Sharma joined Clay in 2023, when the company had less than a dozen employees. Today, its staff has grown to more than 400, and the company recently reported $100 million in annual recurring revenue and a $5 billion valuation. In a recent article for First Round Review, Sharma wrote that for companies to harness creative talent, they should "create the conditions where someone can be fully themselves, and you get work that couldn't have existed any other way.""

"Clay's work to tell its own story has successfully energized its user base-many users have formed their own fan clubs, known as Clay Clubs-and even created brand awareness for people who my never use the software through an eye-catching series of ads in New York City subway cars."

LinkedIn job listings mentioning “storyteller” have increased, reflecting a focus on narrative work in tech. In many companies, a storyteller functions as a brand architect, shaping how a brand appears across social media, newsletters, and other channels to reach customers directly. Clay, a B2B software company, built its brand through storytelling using tutorials, produced videos, and a dedicated YouTube channel featuring business profiles. Mishti Sharma, head of narratives, helped popularize “go-to-market engineers” and positioned the software as a competitive advantage. Clay’s storytelling energized users, led to “Clay Clubs,” and expanded awareness through subway ads. Sharma joined in 2023 and later helped drive major growth, including $100 million in annual recurring revenue and a $5 billion valuation.

Read at Inc