Institute of Internal Communications (IoIC) revises Profession Map framework.
The internal communications landscape is constantly shifting. As more organisations switch on to the power of a dedicated focus on, and investment in, employee advocacy as a driver for change, naturally more scrutiny is placed on the profession.
And rightly so. As a department very much deserving its seat at the C-suite table, IC should be held to high standards, with robust measures around its competencies. As a role which offshoots from marketing departments and human resources as often as it’s employed as an independent resource, there needs to be rigor around how the roles are assigned, managed and developed.
So it’s brilliant to see the IoIC revising the Profession Map, a framework of skills and knowledge IC professionals should have, and the responsibilities that they hold.
Originally created in 2016, the map’s framework has been updated following an 8-month review by the IoIC’s professional development advisory board (PDAB), in order to better reflect the wider breadth of technical skills and behaviours the profession demands.
The pursuit of excellence in our industry is a topic I’m usually only minutes away from talking about – as my colleagues will tell you. Measurement, in particular being the banner I choose wave, vigorously. So, I wasn’t about to shy away from a rigorous audit of our own profession when the opportunity arose to contribute to the review of the Profession Map.
I was pleased to play my part in helping to shape the measures that determine quality in our own industry. Greater clarity inevitably leads to a better output of work, happier clients, more engaged workforces and a better reflection of internal communications as a profession. If we’re all singing from the same hymn sheet, we can push forward and deliver to a higher standard.
The Profession Map has come to be regarded as a key resource, both for in-house teams, and externally for independent and agency-side consultants. It’s another tool in the IoIC’s belt for elevating an industry perhaps sometimes relegated to the post-office poor relation of marketing. This resource, alongside the IoIC Master’s degree in Internal Communications Management (of which I’m a graduate and staunch champion), shows a passionate drive to champion our industry for the essential core business function it really is by introducing solid academic rigour.
The revised map, which features six professional skills and nine key behaviours, has been well received in the Internal Communications community since it was launched at the end of January. Sarah Magee, Professional Development Manager at the IoIC, said: ‘We’ve been so pleased to see such a positive response to the new profession map from the internal comms profession – both online and at the first of our roadshow events to talk through the changes we’ve made.
We’re hearing a lot of agreement from practitioners about those changes which I think is testament to the robust process we went through, in consultation with practitioners, to review the original profession map. However, this is absolutely a working document and we’re really open to feedback and suggested improvements. And, of course, we’ll be undertaking another review a few years from now to ensure we’re keeping up with a constantly evolving world of work!‘
Personally, I’m very excited to see what the map looks like in another four years. No doubt we will see further evolution as technologies and working practices change. I hope to be back around the table, debating those changes, and looking back at just how far the industry has come since 2020.
Find out more about the IoIC Profession Map
