Making the parallels between Internal Communications professional competencies and Marketing

Edeje Onwude is a Communications professional and a Board Director at IABC UK & Ireland.

As an experienced Brand Marketing professional, I’ve always been passionate about crafting compelling narratives, understanding diverse audiences, and driving engagement.

Recently, I found myself drawn to the world of Internal Communications; an area where these skills can make a real difference in shaping company culture and employee engagement.

However, as I’ve started applying for Internal  Communications roles, I’ve noticed that despite my extensive Marketing background, some recruiters don’t immediately see how my skills align with this field. They recognise my success in driving external campaigns but may not connect it to how I could drive employee engagement and shape internal narratives.

This realisation pushed me to reflect on my experience and make the connection clearer; not just for myself, but for anyone looking to pivot like I am.

Here’s how Marketing skills map onto the key competencies for Internal Communicators as outlined by the Institute of Internal Communications (IoIC).

Crafting a vision and a path forward (Strategy, planning and Business Acumen) 

In Marketing, strategy is everything! Experienced Marketers have mastered the ability to align campaigns with business objectives, ensuring every initiative serves a purpose. The IoIC emphasises the need for Internal Communicators to align communication strategies with organisational objectives.

In this case, a Marketing background equips professionals like me to craft messages that inform and support the company’s broader vision, making every communication effort strategic and impactful.

Knowing your audience (Understanding People and cultures) 

Audience insight is at the heart of effective Marketing. Marketers spend a significant amount of time analysing data, segmenting audiences, and tailoring messages to meet their needs. This translates seamlessly to Internal  Communications, where understanding the diverse employee base—their motivations, behaviours, and preferences—is key to fostering engagement.

The IoIC also highlights the importance of understanding people to drive meaningful connections and this ties in directly to the experiences Marketers have.

Shaping the narrative (Creating and curating content/conversation) 

Storytelling is a powerful tool for Marketers. From creating or curating compelling content crafting a narrative that resonates with consumers or developing messaging that inspires action, it. In Internal  Communications, storytelling is crucial for aligning employees with the company’s purpose and values. 

Proving the impact (Conducting Research, Measuring and demonstrating value) 

Marketing has teaches you to be data-driven—constantly measuring success, optimising campaigns, and proving ROI. This analytical mindset applies directly to Internal  Communications. The IoIC emphasises evaluating communication effectiveness and continually improving strategies. The ability to track, analyse, and refine efforts will ensure that Internal  Communications are impactful, measurable, and continuously optimised.

Building relationships that drive results (Influencing & Advising): In Marketing, cross-departmental collaboration is essential for brand consistency and campaign success. Marketers need to work closely with various teams to align messaging, a skill crucial in Internal Communications.

The IoIC recognises the need for Internal Communicators to build strong relationships across the organization, ensuring cohesive and aligned communication efforts.

Getting the message out (Utilising Channels and Managing Communities)

In Marketing, selecting the right channels and managing communities is key to effective engagement. Expertise in channel strategy and community management to amplify messages and foster a sense of belonging among audiences is key. In Internal  Communications, these skills are vital for disseminating information through the most effective platforms and creating an engaged employee community.

In conclusion, while there are many transferable skills between Marketing and Internal  Communications, not every Marketer will thrive in an Internal  Communications role. This is because effective Internal Communications demands more than just strategic and technical abilities; it also requires a unique set of interpersonal skills such as empathy, active listening, and an intuitive understanding of people – qualities highlighted in the outer layer of the IoIC competency map. These core skills, combined with a solid technical foundation, are what distinguish exceptional Internal Communicators.