It’s an exciting time for internal communications (IC) as the sector continues to grow and gain recognition. This year’s survey, with nearly 600 IC professionals participating, highlights the industry’s expansion and the increasing value placed on IC by CEOs. However, challenges remain, including attracting new talent and addressing the lack of training and development within the sector.
Current Trends in Internal Communications
The internal communications sector is experiencing growth, with more opportunities being created. A significant 78% of IC professionals believe their CEO understands the importance of the function. However, only 59% feel their communications director values IC as much as other disciplines. This discrepancy highlights the need for a shift in valuation as demand for IC grows.
Despite the sector’s growth, there is a concerning lack of new talent entering the field. The average IC professional works full-time in the office, but the interim IC market is expanding. Nearly 30% of respondents work in this market, attracted by the clear project deliverables and set end dates. Interestingly, Brexit has had limited impact on the sector, with many seeing potential benefits for the interim market.
Challenges & Opportunities
While a quarter of IC teams grew in size in 2016, and another quarter expects to expand this year, some fundamental issues persist. Notably, 30% of IC teams lack a strategy, and only 25% regularly review existing strategies. The integration of IC and HR is increasing, with more IC teams now part of the HR function.
Budget allocations for IC are varied, with 53% remaining static, 15% increasing, and 26% experiencing cuts. Despite advancements in digital and social tools, 70% of IC professionals rate their organisation’s digital use as poor or average, showing no improvement from the previous year.
Professional Development Concerns
Pay and benefits have remained stable, yet 82% of respondents are open to new job opportunities, driven by potential salary increases. A significant concern is the lack of training and development, with only 11% receiving a formal allowance and 7% self-investing in training. Additionally, 64% dismiss the value of professional IC qualifications, and 55% are not affiliated with any industry body.
This lack of professional development raises questions about the sector’s ability to meet evolving demands. Will the internal communications sector eventually be held back by its own shortcomings?
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