The demand for internal communications professionals is on the rise, with employers increasingly valuing skills, attitude, and agility over industry-specific experience. This trend is evident across various sectors, including travel, tourism, leisure, financial, and professional services. As the field evolves, the roles within internal communications have become more diverse, requiring a broad range of skills to meet the challenges of today’s dynamic work environment.
Key Skills in Demand
Internal communications roles have expanded to encompass a variety of skills, whether the positions are permanent, contract, or interim. Essential skills include communications planning, change communications, and employee engagement. These reflect the critical aspects of the function during the Covid-19 pandemic. Other important skills are coaching senior leaders, influencing, stakeholder relationship management, writing, and channel development.
More than 80% of internal communications practitioners believe that industry-specific experience is not essential when recruiting for new roles. This opens up opportunities for candidates to explore roles in different sectors and broaden their horizons.
Communicating Change Effectively
During the pandemic, the ability to communicate change swiftly and clearly became paramount. Whether dealing with remote work, new restrictions, or furlough arrangements, internal communications professionals needed to adapt quickly. As a result, roles that require a broad range of skills to manage change effectively have become more prevalent.
Understanding Digital Engagement
Over the past two years, many organizations have transitioned to agile working environments, necessitating a digital transformation of the workplace. This shift has increased the demand for internal communications practitioners with a deep understanding of digital tools and platforms. However, knowledge gaps remain, with over 40% of professionals rating their organization’s use of digital communications and social media as average or poor.
The challenges of recent years have highlighted the importance of digital skills, offering internal communicators a chance to showcase their expertise and increase their value within organizations. Investing in digital skills now can provide a competitive edge in the job market.
If you are seeking new opportunities in the internal communications sector, consider reaching out to our team or exploring available roles. Additionally, connect with us on LinkedIn for more insights and opportunities.
About VMA GROUP
VMA GROUP is a leading international recruitment and executive search specialist, focusing on communications, digital, and marketing communities. Our expertise spans various practice areas, including corporate communications, change communications, PR, media relations, and more. With offices in London, Manchester, Amsterdam, and Brussels, we operate globally, providing expert consultancy services and thought leadership resources to support planning and decision-making in the industry.
