Hosted by Mike Klein, this was an exciting and much-needed debate on this topic between Kevin Keohane, Kerry-Ann Betton Stimpson, and I.
My conclusion is that there is no future for the internal communication profession unless we change. We need to evolve.
Here's the summary provided with the help of AI to transcribe and give an overview of what we discussed.
In a rapidly evolving business landscape, the future of internal communications (IC) has come under scrutiny. During the recent WeLeadComms debate, moderated by Mike Klein, three industry experts—Kevin Keohane, Monique Zytnik, and Kerry-Anne—shared their perspectives on the relevance and future trajectory of IC. Here's a summary of the key points discussed:
Kevin Keohane’s Perspective: Organizational Capability over Functional Role
IC as a Capability Kevin argued that while internal communications will always be necessary, it may not require a dedicated department. Instead, IC should be viewed as a critical capability integrated across various functions within the organization.
Chief Culture Officer: He suggested the emergence of a Chief Culture Officer role, responsible for orchestrating efforts across HR, marketing, and finance to shape employee experiences that align with the company’s brand and customer expectations.
Focus on Delivery: Kevin emphasized the importance of delivering impactful communications rather than simply proving its value through metrics like ROI. He believes that actions speak louder than self-justification.
Monique Zytnik's Perspective: The Need for Evolution and Upskilling
Risk of Irrelevance: Monique highlighted the risk of IC becoming obsolete unless it evolves. She pointed out that many organizations still view IC professionals as mere content producers, rather than strategic advisors.
Leadership and Stakeholder Engagement: A key challenge identified by Monique is the need to upskill leaders in communication, as many lack the necessary skills to effectively engage employees, particularly during times of change.
Emphasis on Feedback: She stressed the importance of the feedback loop in IC, advocating for internal communicators to also serve as the organization’s “ears on the ground,” gathering and relaying valuable insights from employees to leadership.
Kerry-Anne’s Perspective: Integrating Marketing and Internal Communications
Symbiosis Between Marketing and IC: Kerry-Anne advocated for a stronger integration between marketing and IC, arguing that a unified approach can drive both employee engagement and external brand advocacy.
Internal Marketing Mindset: She proposed the concept of internal marketing, where employees are treated as an audience whose behaviors need to be influenced and aligned with the company’s goals. However, she also noted that this shouldn’t mean “selling” to employees in the traditional sense, but rather engaging them in meaningful ways.
Measuring Impact: Kerry-Anne emphasized the need for IC professionals to communicate their impact in terms that resonate with business leaders, particularly using metrics that reflect financial performance and strategic alignment.
Key Takeaways
Evolution is Critical: All panelists agreed that the future of internal communications depends on its ability to adapt to changing organizational needs and technologies.
IC as a Strategic Function: The role of internal communications should evolve from a functional, content-producing role to a more strategic, advisory position within organizations.
Interdisciplinary Collaboration: A recurring theme was the need for IC to collaborate closely with other functions, such as HR and marketing, to ensure a cohesive approach to employee engagement and culture-building.
New Roles Emerging: The concept of a Chief Culture Officer was proposed by Kevin as a potential future role that could oversee and integrate the various aspects of internal communications, employee experience, and culture.
In conclusion, while the future of internal communications may not lie in its traditional form, its core functions are more critical than ever. As organizations continue to navigate complex changes, the ability to communicate effectively within will be crucial to their success. The debate made it clear that internal communications must evolve, integrate with other disciplines, and focus on delivering real value to both employees and the business as a whole.
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