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Back in 2016, the IoIC announced the launch of the first profession map for internal communication, designed to encapsulate the role of an IC professional and help both practitioners and organisations understand what we do and how we do it. 

At the core of the map was what we saw as the purpose of internal communication – to create an informed, engaged and connected workforce to drive organisation performance. The second layer depicted the six professional areas which we identified as being key in order to fulfil the role. They included Organisational Strategy and Planning; Messaging, Storytelling and Design; People and Cultural Understanding; and, of course, Listening and Measuring Effectiveness. Finally, we identified a range of behaviours which we believed an internal communicator should look to demonstrate, including empathy, curiosity, tenacity and the ability to challenge. 
Since the launch of the profession map, we’ve gone on to publish an underlying competency framework which describes the knowledge and skills required of a successful practitioner; mapped all of our professional development activities to the profession map; used both tools to facilitate workshops with IC teams to support them in creating their development plans; and updated the curricula of our qualifications to ensure that students acquire the knowledge and skills needed to move on to the next stage of their career. 
We’re still extremely proud of the profession map and competency framework and actively encourage practitioners to use the tools to assess their current knowledge and skills and think about where they need to upskill. But we also recognise our own need to assess and consider how we take this document with us into the future of work and the future of IC. 
To support our review of the profession map and competency framework, we’ve called upon a number of practitioners with a wide range of backgrounds and have already had some interesting discussions about what should go in as well as what should come out. 
Later this month, we’ll be starting the second phase of our review and we’re excited to talk in more detail about exactly what it is an internal communicator should be looking to bring to their organisation in order to thrive, add value and truly demonstrate the huge impact that high standard IC can have. 
Watch this space for updates and please feel free to share your thoughts on the current map and framework by emailing [email protected]
  • 28th June 2022
    Head of membership at CIPD and former IoIC board member Oli Howard has recently joined our impressive list of internal communicators who have received Fellowships. Here, he shares some valuable...
  • 21st June 2022
    Our latest IoIC Fellow Joanna Parsons, head of internal communications & culture with teamwork, discusses overcoming a case of imposter syndrome, being a “silo surfer” and the impact...
  • 14th June 2022
    After over 20 years of working in internal comms, Jo Bland, head of strategic engagement and internal communications at NHS Digital, has received a Fellowship in the profession. She tells us why...
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