The Purpose of Internal Communication
At the centre of the Map is what the IoIC believes to be the core purpose of IC – to enable people at work to feel informed, connected and purposeful in order to drive organisational performance.
The global standards for the profession, the Profession Map provides a benchmark for the skills, knowledge and behaviours needed to fulfil the vital role that internal communicators play in today's organisations.
Using the IoIC Profession Map
Introduction to the Profession Map
The IoIC Profession Map sets the benchmark for internal communication professionals and teams.
Originally released in 2016, the map allows individuals to:
- articulate the role of internal communication within organisations
- map their skills and knowledge
- identify gaps and create personal development plans
- establish their career trajectory within the internal communication profession.
Internal communication teams can use the framework to:
- identify skills and knowledge gaps within the function
- assess current roles and responsibilities
- ensure the team is operating as per good practice guidance.
The map is built upon six areas of activity and expertise, demonstrating the ways in which internal communication is a distinct discipline with specific requisite knowledge and skills. It also recognises a range of vital behaviours which internal communication professionals should develop and use to underpin their practice.
The map identifies four levels at which professionals might be operating within their organisation - delivering, managing, strategically advising and leading. The IoIC's Membership Grades are aligned to the four levels of the map.
The IoIC undertakes regular reviews of the framework to ensure that the content remains reflective of the role that internal communicators play and recognising the rapid changes underway in organisational environments and the blurring of organisational boundaries. The map underwent a full review in 2020 and a light touch review in 2022. It will next be reviewed in 2026.
Using the profession map as an individual
Individuals may wish to use the framework to:
Establish the level at which they are currently working: The role of the internal communicator may differ significantly depending on the organisation, organisational culture and size of the team, and individuals may find that they are involved in activities or require knowledge and skills from multiple levels. To establish the level which your role is most closely aligned to, start by reading the descriptions on the previous page and work out which one you most identify with. You may then wish to explore that level in more detail by examining the activities, skills and knowledge at that level in each area.
Assess their own knowledge, skills and capabilities and create a development plan: The framework maps typical activities at the different levels, together with the requisite knowledge and skills required to deliver these effectively. This will help you identify your current abilities and gaps, and will be a useful reference point for performance appraisals and personal development plans.
Map out their career trajectory: Reading about the knowledge, skills and activities expected of an internal communication professional at different levels provides an opportunity to map out a long-term career goal, identify the areas in which you need to learn and develop and consider areas of internal communication practice which you might like to specialise in the future.
Articulate to colleagues the role of internal communication: Internal communicators are often frustrated by a lack of understanding or appreciation for what the internal communication function in an organisation does or is responsible for. The profession map framework is designed to reflect the role of internal communication and allows individuals to easily articulate the remit of their role to colleagues.
Professional Development Planning Tool: We’ve created a template to support the creation of your professional development plan based on the profession map framework.
Using the Profession Map as a team
Internal communication teams may wish to use the profession map to:
Identify knowledge and skills gaps within the team: Using the framework to map out the skills, knowledge and experience which exist within the internal communication team also allows for an opportunity to identify any gaps which exist and, subsequently, development opportunities which will ensure the team is operating against good practice advice.
Support requests for additional resource: The profession map framework has been designed using the insights and advice of internal communication practitioners across a range of organisations and sectors and the distribution of knowledge, skills and remit is reflective of combined good practice. The framework can be used to help identify additional resources required to fill knowledge and skills gaps and enhance the value that internal communication can add to the organisation.
CPD and the Profession Map
The IoIC strongly encourages all internal communication professionals to engage in continuous professional development (CPD) and supports its members to do so via the IoIC CPD Programme.
Internal communication professionals can use the Profession Map to inform their development planning, identifying strengths and gaps, and map out their career trajectory.
The IoIC also offers a wide range of CPD opportunities to support with professional development and career growth.
Why not download our Professional Development Planning Tool and start creating your plan today!
Measure your skills against the Profession Map
IoIC Members can assess their skills against the Profession Map using the IC Diagnostic.
The IC Diagnostic also provides personalised reports, development planning support and curated learning to support the achievement of goals.