Everyone wants to believe great people only join great companies.
That’s the fairy tale. The startup gospel. The myth you tell yourself when no one’s replying to your job posts.
It’s way messier in reality.
Great people join bad companies all the time. And great companies often chase away talent like flies with their clunky, lifeless, uninspired story.
Before we dive in, let’s clarify that when we say ‘bad,’ we’re talking about it from a business standpoint, not HR issues.
The Story Is Everything
Top talent doesn’t simply join a company; they buy into a story.
They want a narrative that gives them meaning and a sense of belonging. Without that, even the best company looks like just another paycheck.
Bad companies often win the storytelling game because their story is raw and authentic. They don’t sugarcoat the chaos or the challenges.
That vulnerability pulls people in because it feels real.
People want to be part of something that’s alive and imperfect, not a sanitized corporate brochure.
This is why the how of your hiring story matters just as much as what you’re hiring for. Great founders know the story alone isn’t enough. They build systems that amplify it.
For example, using referral platforms like Twill helps founders turn authentic stories into tangible hiring momentum by making it easy to share those stories with the right people.
Why Great People Join Bad Companies
Sounds crazy, right? But here’s why it happens more often than you think:
1. Bad companies tell a story that’s emotionally compelling
Maybe it’s a scrappy startup fighting tooth and nail, or a team on the brink of breakthrough. Chaotic, loud, passionate.
Candidates connect with the fight. It feels like an opportunity to make a dent. To be a hero.
2. They offer clarity and a clear role in the mission
Bad companies are often desperate and laser-focused on survival. That desperation creates clarity:
“Here’s the problem. Here’s what you have to fix. Here’s why it matters.”
Good companies sometimes obscure this by layering on corporate politeness, making roles sound vague or overly broad.
Why Great Companies Repel Talent With Bad Storytelling
On the flip side, some companies that actually have great products, culture, and runway still lose out. Why?
Because their story sucks.
They use phrases like:
“We’re industry leaders.”
“Competitive compensation and benefits.”
“Dynamic and innovative culture.”
But candidates read that as corporate-speak noise that anyone could paste on their website. Greatness doesn’t speak for itself, especially not to someone scrolling through 50 other job posts.
Candidates want to feel your company’s energy, mission, and urgency in your story. They want to imagine themselves inside the narrative, not just reading a fact sheet.
How to Fix Your Storytelling If You’re a “Great” Company
Here’s where you can flip the script:
1. Narrate, don’t describe
Stop listing features of your company.
Start telling a story that shows:
Where you are right now
The challenges you face
The impact you want to make
Make it vivid. Paint the picture.
2. Make candidates the heroes
Frame your pitch like:
“We’re on the cusp of X, but we need someone who can do Y and Z to get us there. You’ll own this battle.”
Invite them into the narrative of change and impact.
3. Show vulnerability
Nobody wants a perfect fairy tale.
Share the stakes, risks, and failures. Being upfront about the struggles makes your mission human and relatable.
Why This Matters More Than You Think
Your company’s story is your most powerful recruiting tool.
Candidates crave narratives they can believe in.
They want roles with meaning, clarity, and urgency.
They avoid places that feel like they’re stuck on autopilot.
When you tell a compelling story, you don’t have to chase talent. Talent chases you.
The Takeaway
Great people join bad companies because those companies tell better stories.
Great companies repel talent when their storytelling is generic, vague, or boring.
Your story isn’t marketing fluff. It’s how you find and keep your heroes.