The world of internal communication is evolving rapidly, with significant implications for skills, career paths and the role itself. From AI advancements and the rise of shadow communication to proving the business case for IC and working more strategically with stakeholders, internal comms professionals face a landscape of change and growth.
Understanding these shifts is crucial to ensuring that the IC profession is equipped for what’s ahead, and professionals have the skills and opportunities they need to navigate successful career pathways.
To help us better understand the current careers landscape, the IoIC is launching a research project: The Future of the IC Profession.
This initiative seeks to examine the state of careers, skills and pathways in the internal communication profession and to identify opportunities for growth, development and professional support.
Defining the IC career pathway
Roles in internal communication can vary widely, depending on the size, nature and industry of the organisation and the size and structure of the IC function. The IoIC is aware from previous research and anecdotal feedback that there can be significant inconsistencies in career trajectories.
“We want to uncover what a career pathway in internal communication looks like,” says Jennifer Sproul, IoIC chief executive.
“What are the differences? An IC manager in one company could be doing something very different from an IC manager in another.”
The IoIC’s research aims to provide much-needed clarity on how the IC role is evolving, the future skill-sets required, and how IC professionals perceive the opportunities in the profession.
The goal is to help identify key areas for skills development and professional support, offer data-driven recommendations to improve career pathways, and create a clear roadmap for those entering the profession.
Understanding the current landscape
In March 2025, we are launching an industry-wide survey, open to all IC professionals in the UK, Ireland and beyond.
The research will seek to answer key questions, including:
• What are the current trends and challenges in IC careers?
• What roles and responsibilities do IC professionals hold, including informal tasks they take on?
• How do current skills align with job roles and expectations?
• How do IC professionals see their roles evolving based on organisational priorities and external factors, such as technology?
• What skills are essential for future career development?
“We want to ask questions on topics where we can realistically support change in the community,” says Jennifer.
“We want to understand the status quo and then assess how developments and challenges are impacting it. For example, how is the internal comms function being designed in organisations? How are roles developing in response? Are organisations increasing their investment in IC as they look to improve outcomes and retention? We need to know so we can equip ourselves for the future.
“The solutions and recommendations will hopefully have a positive impact on other areas, such as inclusivity and wellbeing.”
By gathering real-world data, the IoIC aims to offer valuable insights and practical solutions that benefit both individuals and organisations.
Building a stronger future
By participating in this research, internal communication professionals have an opportunity to shape the future of their profession. The greater the input, the more the IoIC can develop resources and advocacy efforts to strengthen skills and career pathways.
Emily Darling, IoIC professional development manager, says: “The more responses we gather, the better position IoIC is in to create conversations, cases and processes to build the future of IC and support IC professionals.
“The insights gathered will inform the IoIC’s broader work, including the #IChoseIC campaign, through which we’re trying to attract future talent and strengthen links with universities and educational programmes. By presenting a clear and structured pathway into internal communication, we hope we can elevate the profession and ensure it continues to grow and thrive.”
The survey will remain open for around three weeks, with the findings analysed and compiled into a report set for publication before the summer.
“This is about us taking control of our future, hosting a conversation, and designing what’s next for IC,” says Jennifer. “Let’s not let the world do it for us – let’s shape it together.”
About the survey
Look out for the survey on IoIC channels. It’s aimed at all those working in internal communication, engagement and culture roles across corporate and public sectors, across a variety of levels and in any capacity (in-house or freelance/consultant).
Key survey areas include:
• Background in IC
• Current roles and responsibilities
• Skills development – including strengths and skill gaps across the profession, and your access to training
• The evolving role of IC – how your responsibilities have changed, emerging trends, and the future skills needed
• Digital skills and AI
• Career pathways – opportunities and prospects, as well as barriers, and your own approach to career development.
Complete survey here.
