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Starting out in Internal Communication THE IC CAREER GUIDE Starting out in internal communication Produced in partnership by FutureNet: The network for newcomers to internal communication and the Institute of Internal Communication ABOUT IoIC ABOUT FUTURENET The Institute of Internal Communication (IoIC) is the only independent FutureNet is the first and only network of its kind professional body in the UK solely dedicated to internal communication. dedicated to supporting new and upcoming internal We exist to help organisations and people succeed through promoting communication professionals as they strive to internal communication of the highest standard. become tomorrow’s IC leaders. imed at people just choice for those entering the workforce ur members are leadership and communities. We are the starting on their internal and broaden the opportunities available, shaping workplaces voice for internal communication, driving communication journey allowing for a more diverse and for the better. They the agenda and building a movement of as well as those who inclusive profession. know people and passionate, dedicated professionals. have already gained some FutureNet is run by a dedicated committee business. They create Aexperience, FutureNet exists to ensure that of members who are part of the network Oconversations that help people feel industry newcomers have a dedicated and and have kindly volunteered their time connected, engaged and purposeful. safe space to connect with their peers and and energy to the cause and objectives They impact the working lives of millions. advance their knowledge and skills. of this exciting IoIC initiative. We’ve been driving standards for over Our purpose is to develop the existing For further information about the 70 years, through our qualifications, pool of emerging talent within internal communication, increase awareness of Institute or the FutureNet network, internal communication as a career of please visit ioic.org.uk Because how we communicate at work matters. Because WeMatterAtWork CONTENTS 04 So, what is internal communication? 13 Investing in your future 06 Will it suit me? 14 ‘What I wish I’d known’ 07 The value of the profession 17 Getting connected 10 What could my career look like? 18 A helping hand 2 3 SO, WHAT IS INTERNAL THE MANY ROLES OF THE COMMUNICATION? INTERNAL COMMUNICATOR ne of the best things about working in internal Gather insights from employees to Write internal news to be shared communication is the wide It’s when a manager holds a team meeting. inform organisational wide decisions with various audience groups variety of activities you can It’s when you share an idea with a colleague. be involved in. Not only do Interview employees and write Advise colleagues outside the you gainO a lot of transferable skills but there up their story for the internal communications team on the correct It’s your employer’s emails, internal website is often a lot of variety. Here are just some of company magazine way to apply the organisation’s brand (or intranet), magazine, videos, blogs, the tasks you might be expected to do when and embed its values starting out in internal communications: Manage and monitor internal channels social media channels and so much more… Use internal social media channels to Bring employees together at creative share news and engage people and inspiring company events Network and build relationships Film a senior leader talking about nternal communication helps Put simply, internal communication can with key stakeholders across the business performance for a vlog employees at all levels understand cover any and all communication between organisation. what’s happening in their organisation employees within an organisation. Design a newsletter template – whether you’re the CEO explaining Good communication has the power to a major change to your employees, transform working lives by helping people Monitor user engagement with digital or a projectI leader sharing an update. feel engaged and purposeful – that they channels, using email marketing Internal communicators plan, create and matter at work — making for better software or analytics programmes curate this process, making sure everyone organisations and a better society overall. in an organisation is kept informed and engaged so that they are able to do their For a more detailed job as well as they possibly can. look at the roles and And an organisation that communicates responsibilities of the internal well with its people can expect greater communicator, check out productivity, innovation and reputation, and make people both inside and outside the Institute of Internal the organisation want to work there. Communication’s profession map and competency framework on page 19. 4 5 WILL IT SUIT ME? THE VALUE OF THE PROFESSION People enter internal communication from all sorts of backgrounds and organisations are increasingly seeking a diverse range of knowledge and skills to fill their internal communication needs. The ability to write well Organisations need to communicate effectively with has always – and will always – served an internal communicator well, their employees. It sounds simple, but the reality but there’s a myriad of attributes which are equally important. is less so. And as organisations get bigger and change faster, this becomes an even bigger challenge. Of course, if you’re studying or have A career in internal communication will suit you if: studied Journalism, English, Marketing or PR, you’ll quickly see how your discipline has given you experience and skills that You’re able to build strong, trusting You have good emotional intelligence his is where internal lend themselves to the tasks described on relationships with a diverse group and are empathetic towards others’ communication comes in. Strong internal communication is even more important today. p.5. In no particular order, this includes the of people feelings and circumstances At the most basic level, you ability to write clear and concise content, have to communicate well at There are lots of reasons why, but the main ones are: You have a creative flair which enables You’re keen on gaining a well-rounded think creatively, and present confidently. the right time so employees you to take ordinary messages and understanding of the organisation that Tknow what is expected of them and Economic climate – people rarely take “jobs for life” now. This means organisations But, as the scientists, mathematicians and create engaging stories you work for and an ability to shape what is happening in the organisation. have to work harder on relationships with their people. psychologists among you will be the first working environments At a deeper level, for employees to feel You’re interested in psychology or to point out, these skills aren’t limited to engaged with their workplace and give Customer experience – employees can make or break a customer’s experience neuroscience and the various factors You’re organised and able to take Journalism or English students. And there their best, they have to see that their with your business. That’s why they need to be clear about what they’re doing, which influence the ways in which an idea and translate it into an are lots of ways you can advance them, organisation cares about their views and and believe in it too. people behave or interpret information actionable plan. whether that’s through work experience, understand how their role contributes New technology – the ways we communicate – and expect to be communicated attending professional development towards overall business objectives. events like those run by IoIC FutureNet with – are always evolving. Organisations need to keep up or face their employees (see more on that on p.13) or even proving leaving them behind. your own communication credentials by Frequent change – Organisations can’t sit still. To remain competitive in this blogging or vlogging. ever-changing world, they need to keep tweaking and refreshing the way they work to remain competitive. But this can be hard on employees and organisations need to ensure they are informed and supported. With all this going on, it’s an exciting time to be in internal communication. It’s developing at a rapid pace, becoming better understood and gaining respect as a discipline, and there are always new skills to learn. 6 7 WHERE DO INTERNAL “I’M CONS TANTLY PUT T ING COMMUNICATORS WORK? DIFFERENT HATS ON” There are around 25,000 dedicated internal communication professionals working in the private What does life look A DAY IN MY IC LIFE sector and an estimated 20,000 more in IC-related How I got here… “Like many of my The best things about my job… like as an internal colleagues, I come from a background of “You’re always in the middle of what’s roles – and it’s growing all the time. reading and writing. I studied French and going on in your company. That’s a pretty communicator at Spanish at university. Then I worked in HR unique, privileged place to be. And I made one of the largest and recruitment, where I became more a conscious decision to move from a more interested in people’s motivations for corporate environment into a charity. Here’s a run-down of the typical roles you’ll find. And later in the guide, British charities? joining, and staying, at an organisation I wanted to work somewhere I was really we’ll give you a glimpse into life as an internal communicator with our and how communications affected this.” proud of. For the majority of us, it’s more Claire Heyes, than a job.” day in the life profiles… My working day… “I’m based in Vauxhall in Senior Strategic London. It’s pretty regular hours, other than … the hardest… “Making sure that we’re when we have events and we travel to visit sharing messages with the public and our In-house.
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