THE IC CAREER GUIDE Starting out in internal

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 experience,A 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 team on the correct It’s your employer’s , 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, , the tasks you might be expected to do when and embed its values starting out in internal communications:  Manage and monitor internal channels 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 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 , 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 knowT 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. This is the traditional Freelance. Freelance internal communicators Communications employees around the UK.” employees at the same time. We don’t want comms job, working for an organisation. work for themselves and promote their skills our employees to hear important news from The communications team may be a to find temporary work for organisations Manager at Macmillan My role in a nutshell… “I’m constantly the press or Twitter. They should hear it from standalone team or part of a wider Corporate that need additional support. This is often putting different hats on. One side is us first and feel confident that they know Communications, Marketing or HR function. for a period of 3-6 months but can vary. Cancer Support making sure our communication channels what’s going on. They’re the ones who need In-house internal communicators share Most freelancers will have a good shares her view. are giving employees the information to talk about our work to the public.” company news and engage employees, both foundational level of experience before they need, and that the content is timely, from the perspective of the senior leadership moving on to this way of working. varied and inspiring. Another is advising And the weirdest… “We once put out a team and colleagues who want to share and colleagues at Macmillan about the best way communication telling people that they promote updates throughout the business. to communicate and helping them to plan couldn’t open the windows because of their own communication strategies.” building work outside, even though it was Agency. Internal communicators working hot and there was no air conditioning. for an agency pitch ideas to a business in Some typical tasks… “There’s a lot of That was fairly bizarre!” the hope of winning a contract to work for creativity: writing, creating videos, playing them. This could be for a one-off project, with different digital channels. We ask My advice to someone starting out like a campaign, or a long-term agreement ourselves: ‘How can we bring this message in IC... “Always take time to understand for a regular piece of work, like a company to life for employees?’ There’s lots to do so what you’re communicating. Sometimes magazine. Agency roles mean getting to see that means juggling! For example, this week I’ve rushed in and that’s where I’ve come many different types of business by working we’ve been telling employees about a new unstuck. Don’t be afraid to ask lots of on a variety of jobs, depending on their needs. benefits scheme, and also updating them on questions, because that’s when the ideas changes to our brand, among other things.” will start to flow.” 8 9 Director of Internal WHAT COULD MY Communication Estimated salary: £100-200k

Example responsibilities: CAREER LOOK LIKE? Head of Internal  Similar to Head of Internal Communication but with bigger Communication team and budget, sometimes with additional responsibilities Estimated salary: £70-100k such as engagement or external Example responsibilities: communications  When starting out in a new career, you want to  Owning and creating the internal Potentially sits on the board know that your hard work, new knowledge and Senior Internal communication strategy in line with Communication Manager overall organisational objectives efforts are going to take you somewhere. While no  Line-managing internal Estimated salary: £60-75k career path in internal communication looks quite communication team Example responsibilities:  Working closely and supporting the CEO and senior leadership team the same (just look at our day in the life profiles), Internal Communication  Help to develop business and here’s a rough idea of the kind of progression you Manager communication strategy  Partnering with business areas Estimated salary: £45-60k can expect as an IC professional.  Supporting the Head of Internal Example responsibilities: Communication and acting as the  Input into communications plan second in command  Building relationships with the  Liaising more closely with external Internal Communication senior stakeholders in the business communications teams Executive  Managing channels  Support on change and Estimated salary: £25-35k Internal Communication transformation communications Assistant Example responsibilities:  Researching and writing content Estimated salary: £20-25k  Helping with event logistics Example responsibilities:  Supporting strategic internal communication initiatives  Editing content  Uploading to and managing online platforms  Co-ordinating diaries and meetings  Supporting the senior members of the team with tactical tasks *Note: these salaries are rough estimations and can depend on the sector you’re working in. For example, jobs in banking and financial services can have higher salaries. All information supplied by VMA Group, May 2019. 10 11 “IT’S REALLY ABOUT MAKING INVESTING IN Keep on learning Rachel Bowyer, Internal Communication Channels Manager at DS Smith, explains PEOPLE HAPPY AT WORK” YOUR FUTURE how studying for the IoIC’s Foundation Diploma in Internal Communication gave her confidence in her early career.

“I wanted to increase my A DAY IN MY IC LIFE We’re betting that most of you haven’t really theoretical knowledge, and Now you’ve got an therefore my credibility, at How I got here… “After a childhood having The best things about my job… heard of internal communication as a career before idea what happens if work. For the diploma I wrote a my reading habit compared to Belle from “It might sound a bit cheesy, but for me (although we hope you have!) and because of that communications plan for a real- you go down the in- Beauty and the Beast, I studied English at it’s about making people happy at work. life example of a project I was university. After a brief stint in publishing, Communication plays such a huge role it can seem like quite a new area to work in. working on, compiled a portfolio house route, but what I found internal communication and in that, whether it’s helping people make based of my experience and wider haven’t looked back since.” meaningful connections with colleagues reading, and had a short exam and about agency workers? or understand their role in the company’s My working day… “I’m based in Sequel’s interview with members of the IoIC bigger story.” ut we’ve been around for a And on a smaller scale, there are all kinds office in London, but our clients are all over professional development team. Rebecca Leonard is while, as our long-standing of courses to help develop your skills, the world. Some days I’ll be out visiting … the hardest… “Managing lots of professional bodies can attest from writing, to video editing, to creating “The diploma was useful because Communications and them, perhaps holding editorial meetings different clients can be demanding, to. In fact, the Institute of internal communication plans – anything it gave me confidence in the for a magazine or pitching for new work.” particularly when they all want something Internal Communication (IoIC) you want to learn, we can guarantee areas I had experience in and Content Manager at finishing at the same time! And while it’s celebrated its 70th birthday in 2019. there’s professional training out there showed me areas to focus on My role in a nutshell… “I help great getting to know so many different B Sequel Group, an agency organisations with their internal to support you. for my own development. Quite businesses, it can take time to get under One of the many benefits of being a communication needs across print, digital, often employers will support you specialising in internal their skin and understand what they need member of a professional body is the It’s helpful to get a mentor, either through strategy and video. I work with a creative financially with qualifications, so from you.” ability to gain professional accreditation a professional body, someone more team of writers, designers, developers, it’s a good opportunity to learn communication. which demonstrates your commitment experienced in your network, or at your project managers and filmmakers to And the weirdest… “I once had to deliver formally if you can take it.” to your career and your understanding work. This two-way relationship allows you help organisations connect and inspire ‘Valentine’s cards’ sent by employees to of the profession to potential employers. to get advice, share challenges and build their employees.” each other as part of a campaign about For example, the IoIC runs a Foundation your confidence. The IoIC has a mentor recognising other people’s achievements. Diploma, Advanced Diploma and a Masters scheme which pairs you up with people Some typical tasks… “From Nestlé to Just call me Communications Cupid!” Heineken, Bupa to RBS, we work with a in Internal Communication Management, all experienced in the areas you would like huge variety of organisations. That means My advice to someone starting out in IC... of which are accredited by Solent University to develop in. They often create lasting no day is really the same. I help clients “Explore the industry any way you can. Join and are designed to complement and be relationships that are rewarding for both with their content — writing articles for a professional body; ask for a mentor; read completed alongside busy working lives. the mentor and mentee. magazines, blogs for online and scripts blogs and books and tweets. You’ll top up for videos. And I’m a strategic advisor, your knowledge and build connections in using our knowledge of the industry what has to be one of the friendliest and to advise clients on the best way to most supportive professions.” communicate at their organisation.”

12 13 Justine Stephenson Helen Reynolds

Being nosy can be a good Sequel Group It’s not necessary to leave WHAT I WISH I’D KNOWN trait that can help you do your personality at home, your job. Listen more than you speak. professionalism doesn’t Less can often mean more. always mean conforming. Our unique insights are WHEN I STARTED OUT a benefit.

Helen Deverell

No two days are ever the Oli Howard Straight from the horse’s mouth — here’s Janice Fitzgerald same and it’s a career that will fill you with purpose I really underestimated the Matt Batten what current communicators wish they’d The variety of IC, I had and passion. The perception extent to which our behaviour The IC community is no idea the world it of how we add value is at work is governed by instincts, incredibly generous with known at the start of their career. could open up and the changing and there’s never feelings and emotions. We often their time and expertise, transferable skills I’d learn. been a better time to get make decisions based on these so reach out for help involved in our industry. and post-rationalise. Learning and advice. Someone, to watch for that helps us to somewhere will have faced anticipate and address people’s Rachel Miller the same problem as you real needs. and will help you. The importance of Gillian Kimmet creating and maintaining Saskia Jones relationships built on trust. Advita Patel The importance of Be a fantastic networker Take the time to get to continuous learning and inside your organisation Build up your network, know your audiences. Each having a network to rely on. – it’s your business to they will help you when group will have different *know* your business and you need it most. Harriet Smallies needs, attitudes, knowledge Carol Brown its people. and access to channels. By IC is sometimes more understanding this you’ll be Assessing the senior team important than external able to make your internal is a key determinant of comms, so needs the same comms more tailored, success in a senior role. level of detail. personal and relevant. ABthinks

Education is never over. Kate Jones Suzie Robinson Always know how your Work out what your company’s share price You can’t please everyone organisation defines as is performing and why. Deborah Hibbett and you need to learn how IC value and deliver it. Amanda Understanding and borrow to say “no” while it sounds You’ll never convince them best theories and techniques Courney Ellul Learn about the business like you’re saying “yes”. that you can add more It’s always about the people. first, that’s how you earn a from our sister disciplines – *sophisticated* value if The big strategy isn’t half as Surface new ideas, even if seat at the table. marketing, market research. you’re not doing what they important to your people as it seems scary. believe are the basics. the small things that affect their daily role. 14 15 “I’M ALWAYS ON THE SNOOP GETTING CONNECTED FOR A GOOD STORY” You’ll be unsurprised to hear that internal communicators like to – well – communicate. Read all about it There are lots of ways to connect with people in And if you like your reading to Matt Batten is be in the paper variety, there’s a the industry, both in person at networking events literal library of work out there Organisational A DAY IN MY IC LIFE that can kickstart your internal and online via blogs and social media. communication education. Development My working day… “I work flexibly in a The best things about my job… “I think We’d recommend starting with nine-day fortnight, which means I have a it’s seeing the impact you have. By focusing one of these, but there’s also Advisor at the Royal half an hour lunchbreak so I can take every on your employees, you can get your the #ICBookClub that meets other Wednesday off. My office is in Cardiff organisation’s culture right and see your on Twitter to discuss their College of Nursing. here’s a dynamic online AllThingsIC: A great online space to find but most of the time I’m out and about. business go through the roof” thoughts of a pre-agreed text. community (particularly on free resources covering a wide range of In my job it’s important to understand IoIC members get a 20% He explains how LinkedIn and Twitter) where internal communication elements at what life is like for the people you’re … the hardest… “In our job you need discount on any books published internal communicators swap various stages of a practitioner’s career. internal communication communicating to and on behalf of.” to be an advisor, helping others in the by Kogan Page. organisation to make decisions about news, views and ideas. It’s also a www.allthingsic.com @AllThingsIC helps him to create My role in a nutshell… “I see my role as communication. That means you have greatT place to learn informally and find out  Making the Connections:  what’s hot (and what’s not) in the ever- creating positive workplace experiences to go in prepared; know who you’re Comms2PointO: Created by comms Using Internal Communication changing world of internal communication. a positive workplace that allow people to give their best every talking to and what they want.” professionals, for comms professionals, this to Turn Strategy into Action.  day and contribute to the organisation’s Bill Quirke Want to join in? Here are some of our top website and newsletter embraces the wide experience for the success. That could be through managing And the weirdest… “I organised a live picks for starting your induction into the world of communication — from internal culture change at work or supporting LEGO build of a lifesize nurse for our  Internal Communications:  nursing community. world of internal communication… to external — and even posts job alerts. employee wellbeing programmes.” centenary celebration. Guests could take A Manual for Practitioners.  a selfie with it!” comms2point0.co.uk @comms2point0 Liam FitzPatrick and Institute of Internal Communication: Some typical tasks… “There’s so much Klavs Valskov You’ll need to be a member to access the but I’ll try boil it down! I usually start the My advice to someone starting out full library (and its awesome print magazine, day by tweeting from @RCNJobs, enticing in IC... “Join a professional body. It’ll help  The IABC Handbook of Voice) but there are still insightful blogs and people to come join us. And I’m always you stay on top of your game and you’ll Organizational Communication.  online resources open for anyone to read. Calling all future on the snoop for good stories. I create find invaluable support. Someone else Tamara Gillis and edit social media videos that we always has the answer to your problems.” www.ioic.org.uk/ioic-blog @IoICNews internal communicators  Voice, the IoIC’s award-winning use on our intranet, social media and in – FutureNet wants you quarterly printed magazine. presentations. I also work with stakeholders Engage for Success: A dynamic movement and keep them up to date. That could be promoting employee engagement as a FutureNet is a great resource for internal the leadership team, HR or the employee better way to work, their resources section is communication newbies. It’s a network for wellbeing manager.” crammed full of tools, tips, videos and guides. those who have been in the industry for under engageforsuccess.org @Engage4Success three years — or those looking to get into the industry. It’s free for IoIC members and offers networking, events and support for 16 newcomers to the profession. 17 IoIC PROFESSION MAP AND A HELPING HAND COMPETENCY FRAMEWORK

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18 19 ioic.org.uk [email protected] 01908 232 168

This internal communication career guide has been produced by FutureNet committee members, Rachel Bowyer and Rebecca Leonard.