Navigating the Internal Communication Job Market: A Guide to Unraveling IC Roles

Applying for internal communication (IC) roles can sometimes feel like taking a gamble. Job descriptions often lack clarity as they are frequently written by individuals who aren’t IC professionals. This ambiguity makes it challenging to discern an organization’s position on the IC maturity scale, leading to uncertain outcomes when applying for such roles.

To clarify, the IC maturity scale represents the various stages of an organization’s IC journey. Some companies are just starting to establish the function, while others may be reimagining a previously ineffective IC department, or have a well-established IC team. Understanding where an organization stands on this scale is essential for applicants to find the right fit.

As an IC professional, you may have specific preferences regarding the type of role you’re seeking, such as starting a function from scratch, reimagining existing practices, or elevating an already established IC team. Unfortunately, job descriptions rarely reveal the true nature of an organization’s IC needs. To gain a comprehensive understanding, you must get an interview and ask insightful questions that dive into the organization's state of IC.

Here are essential questions to ask during an IC job interview to better grasp the organization’s IC landscape:

•  What value does your organization place on internal communication?
  This question can shed light on whether IC is genuinely valued, merely tolerated, or treated as a tactical function. Listen carefully to their response, as it will indicate whether they appreciate the strategic impact of IC.
  

• Why do you think you need this internal communication role?
  Asking this question helps you gauge the hiring manager’s understanding of the role’s purpose. Some may have a vague idea and see it as an administrative function, while others may have a clear vision aligned with your career aspirations.
  

• Where does this internal communication role report into?
  Understanding the reporting structure is crucial, as it reveals the level of support from fellow communication professionals and your direct supervisor. Additionally, find out if there are other communication professionals in the organization and how they fit into the reporting chain.
  

• What challenges are you looking to address with this internal communication role?
  This question uncovers the specific communication problems the organization is facing. Pay attention to their responses to identify key projects and potential areas of improvement.
  

• What does success look like for this internal communication role?
  Knowing the organization’s expectations for success helps you assess whether their goals align with your own. Be cautious if their expectations are unclear or undefined, as it may indicate a lack of direction for the role.

By asking these questions during the interview process, you gain a better understanding of the role’s nature and the organization’s communication landscape. While there may still be additional challenges to address once you begin the role, this approach allows you to make a more informed decision and align your values, short-term goals, and long-term aspirations with the organization’s needs.

If you’re currently employed and not desperate for a change, take advantage of the opportunity to be selective in your next role. By unraveling IC roles and finding the right fit, you can elevate your career and make a significant impact in your chosen organization.