The Role of Communications to Increase, Reveals Research
A recent report by VMA GROUP Africa highlights the evolving role of communications within South African businesses. The study reveals a trend towards in-sourcing communication functions, emphasizing the importance of in-house communicators for effective service delivery. The report gathered insights from senior communication practitioners on various aspects such as salary, recruitment, and skills development.
In-Sourcing and Advisory Functions
Over half (52%) of respondents indicated that they do not outsource any work to agencies, with the remainder outsourcing between 25% and 100% of their communication functions. Daniel Munslow, Principal Consultant for VMA GROUP Africa, notes that the communication landscape is evolving, with practitioners increasingly taking on advisory roles. This shift includes a focus on measurement, strategy development, and business optimization, which are helping secure a place for communications at the board level.
African Expansion and Skills Shortages
More than 40% of respondents expressed plans to expand their communications functions into key African locations such as Windhoek, Gaborone, Lagos, Accra, and Nairobi. Despite economic challenges, over 60% of organizations are considering expanding their communication teams within the next two years. This aligns with research from VMA GROUP’s European offices, where 40% of global organizations already operate in Africa, with an additional 6% planning expansion into the continent.
A quarter of respondents identified skills shortages as a significant concern, with nearly half (49%) prioritizing the development of creative and strategic thinking skills. Other areas of focus include employee engagement, change management, technology use, and influencing skills.
Recruitment and Career Development
Interestingly, 20% of respondents reported that recruitment consultancies are their top method for finding new roles. Over half (55%) of job seekers completed their job search in under three months, reflecting the demand for specific skills in the local economy. Career development opportunities motivated 45% of job changes, while only 14% moved for higher salaries alone. Notably, 40% of respondents secured their current positions through recruitment consultancies.
In terms of career development, 60% of respondents are investing more in internal skills development in 2015 compared to 2014. This is unsurprising, given that 25% cited skills shortages as the industry’s most significant challenge. Nearly half (49%) believe they and their teams could benefit from training in strategic skills, with one-third indicating a need for leadership communication training. Additionally, 27% highlighted a need to improve writing skills, and 24% sought to enhance their business acumen.
Looking Ahead
Overall, South African communicators are optimistic, with almost 60% anticipating an increased role for communications in their businesses over the next two years. This supports the view that communications play a strategic role in critical business areas such as reputation management, internal communication, and leadership training.
For more information about VMA GROUP’s industry-leading research into the communications, digital, and marketing landscape, please contact us at marketing@vmagroup.com. Our latest reports can be found here.
