Are Internal Communication Pros Ready to Crush it in 2025?

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I recently spoke via Teams to a group of top-notch internal communication professionals at a global multinational’s annual workshop, running an interactive session called Internal Communications Next. It was a deep dive into the trends, skills, and gaps that IC teams need to tackle as they gear up for the future. I also ran a quiz at the start which proved to be an eye-opener for participants! Here’s a run-down of what’s shaping the field and where the big opportunities lie.

1. Trends Impacting Internal Communication

The workplace is shifting fast, and IC pros are at the frontlines of challenges like information overload, limited management support, mixed engagement levels, and shrinking resources. According to recent stats, only 14% of companies effectively communicate their employee value proposition, and there’s often a 30% gap in how leaders and employees view company culture. Employees today crave purpose, openness, and a sense of community in the workplace.

Here are the three hottest trends defining the IC world:

• Trust and Transparency: Employees trust organizations that treat them right, making authentic communication more crucial than ever. Transparency is the new currency of trust. However, IC professionals struggle to get their leaders to engage.
• Employee Experience (EX): The focus on employee engagement isn’t probably helping. Often, ownership is unclear and the moving parts make it hard for stakeholders to address issues. Instead, organizations need to make employee experience the priority. Strong IC directly boosts satisfaction, and profitability, driving home that a positive EX is a business imperative.
• Digital Transformation: From Slack to company-wide social platforms, the digital world is reshaping how we communicate, making it easier (or sometimes harder) for IC teams to reach employees where they are. However, it isn’t about having the channels. It is important to create a movement where employees can thrive and the organization achieves its goals.

2. Essential Skills for the Modern IC Pro

The new reality at the workplace and among workforces demands a mix of classic skills and some cutting-edge ones to stay relevant:

• Strategic Planning & Influence: Moving from merely broadcasting messages to partnering on strategy, IC pros now need to align messaging with big-picture goals.
• Crisis and Change Management: With workplaces in constant flux, IC pros must not just adapt to change but also help drive it, keeping communication steady and effective amid disruption.
• Tech Literacy & Data Analytics: Data-driven decision-making is here to stay. IC pros must get comfortable interpreting data to craft targeted, impactful communication strategies.

3. Where the Gaps and Opportunities Are

The IC function has come a long way, but there are still major gaps:

• Tackling Information Overload: Employees are swamped with communications. IC needs to streamline messages to keep people focused and engaged.
• Bridging the Leadership Gap: While many leaders support IC, few are actively championing it. IC pros have a huge opportunity to bridge this gap by aligning more closely with leadership goals.
• Creating a Culture of Listening: Two-way communication is vital. Employees want to feel heard, be included, and have an open dialogue that can build trust and engagement across the board.

4. Future-Focused Interventions for IC Teams

To truly shine, IC teams need to up their game with future-forward strategies:

• Invest in Learning: Future-ready skills in AI, big data, and inclusive communication practices will help IC teams stay relevant and effective.
• Leverage Informal Leaders: Empowering “informal leaders”, those team members who naturally influence their peers, can accelerate change at the ground level.
• Focus on Quality, Not Just Quantity: IC isn’t just about getting the message out there; it’s about making sure that message cuts through the noise and inspires action.

After the presentation, I ran a Ask Me Anything session, where attendees asked candid questions about the hurdles they face daily.

For leaders and companies ready to empower their IC teams, I offer custom workshops and strategy sessions designed to amplify their impact. Let’s connect if you’re ready to take your team to the next level in 2025.

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Who am I?

I am Aniisu, an award-winning internal communications and change leader helping individuals and organizations discover and develop their 'sweet-spot' through effective communications. As a Linkedin Top Voice for Internal Communications & Personal Branding based in Sydney, Australia, I offer insights, perspectives and solutions at the intersection of these two evolving domains. I believe that organizations are an amalgamation of employees as 'personal brands' and when we include, involve and inspire staff as partners of change, together we can amplify our presence and advocacy.

Keen to discuss your internal communication needs? Reach out today.

Here are Internal Communications resources you can use:

· Learn: Internal Communications Fundamentals Course on Thinkific

· Read my latest book: Inclusive Internal Communications (2023)

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