Why CMOs and CHROs Should Be Watching a Bigfoot’s Job Search
The Quest shows how bold storytelling can turn employer branding into a competitive advantage.
In an era when employer brands are scrutinized more than ever, Fruitist—the company at the heart of The Quest—just raised the bar.
Not with a new EVP or a polished campaign, but with something more surprising: a socially awkward Bigfoot named Barry, searching for purpose, connection, and a job.
This is more than satire - it’s a case study in modular storytelling.
The Quest, now in its second episode, is a first-of-its-kind employer brand series that’s turning conventional talent marketing on its head. It’s odd. It’s emotional. And it’s exactly what the future of employer branding looks like.
Why Barry Works
Barry may be a mythical creature, but his experience mirrors something all too real. He grapples with imposter syndrome. He struggles to create a LinkedIn profile. His journey is filled with both humor and hope—emotions most job seekers know intimately.
And that’s the point.
Instead of telling us what makes Fruitist a great place to work, the series shows us what it feels like to want to be part of it. It's a shift from "informational branding" to "emotional storytelling"—a strategy backed by neuroscience research showing that emotionally resonant stories drive greater recall and action than facts alone.
🎬 Watch Episode 2: “What the $@#! is Fruitist
Missed Ep1? Watch it here.
The Content-Led Future of Employer Branding
What Fruitist is doing with The Quest isn't just fun—it’s strategic. Employer branding today is a content game. We’re not competing with other job postings; we’re competing with streaming platforms and social feeds for attention.
Traditional job ads are transactional. Episodic content, like The Quest, is transformational. It cuts through the noise, builds familiarity, empathy, and connection over time.
And as candidates become more discerning, this kind of approach isn’t just clever—it’s necessary.
Implications for Leaders
For CMOs and CHROs, The Quest serves as a blueprint for what’s possible when brand, marketing, and talent intersect. It suggests a future where recruiting campaigns are co-created with creative teams, not siloed in HR.
It’s also a call for bravery. Fruitist took a risk. They introduced absurdity into a traditionally conservative space. And in doing so, they gained not just attention—but showed what’s possible with AI video tools today.
Final Thought: The Power of Playing It Different
Barry, with his blueberry addiction and forest-dwelling support system, is unlike any “candidate persona” you’ve seen. But in that difference lies his power. He breaks the mold, and in doing so, reminds us that great employer branding doesn’t follow trends—it creates them.
The Quest isn’t just a campaign. It’s a signal that the rules of recruiting are changing—and storytelling is the new strategy.