Same Circus, Different Tent: Why Changing IC Jobs May Not Be the Difference You Think

As seasoned internal communication (IC) professionals, the allure of a new role can be incredibly tempting. The prospect of joining an organization with less bureaucracy, a more substantial budget, and perhaps greater autonomy to redefine IC strategies is undeniably exciting. However, a closer examination of IC job descriptions reveals some recurring themes that suggest we might be walking into a different tent, but it's still the same circus.

Let’s dive into some common themes that IC professionals often encounter when exploring new opportunities and discuss how to navigate them effectively.

• Strategy vs. Tactics
  One recurring issue in many IC job descriptions is the overwhelming focus on tactics over strategy. Consider this typical job posting bullet point: “You’ll develop, execute, and manage strategic, concise, and engaging internal/employee communications, including but not limited to: communication plans, leadership messages/presentations, speakerships/remarks, talking points, Q&A/briefing documents, owned content including enterprise communications (web content, survey data), and other materials.” The laundry list of tasks is extensive, yet there’s often little mention of the overarching strategy driving these tasks. It’s as if the organization is merely seeking someone with exceptional task execution skills.
  
  Solution: When evaluating job opportunities, engage with the hiring team to ensure that there’s a clear alignment between their expectations and your vision for the role. Seek clarification on the strategic component of the position and the organization's commitment to effective IC planning. A role with a well-defined strategic focus will likely yield better outcomes and job satisfaction.

• Communicators vs. Communication Professionals
  Another common challenge arises when job descriptions include phrases like “proven experience as a communicator” in the requirements section. This phrasing often indicates a fundamental misunderstanding of the distinction between communicators and communication professionals. Communicators encompass everyone who communicates through words and actions, essentially making it an open invitation for anyone to apply.
  
  Solution: To address this issue, consider having a candid conversation with the hiring team about the value of communication professionals. Highlight the strategic advantage that communication professionals bring in terms of driving organizational results through well-crafted communication strategies. Clarify that you are not merely a communicator but a professional with the skills and expertise needed to achieve their IC objectives.

• Meeting Agenda Development
  One perplexing addition to many IC job descriptions is the responsibility for developing meeting agendas for all-hands meetings or organizational town halls. This administrative task should ideally fall outside the scope of IC professionals, as their role primarily revolves around strategic communication planning.
  
  Solution: While you may encounter this task in job descriptions, it’s crucial to establish clear boundaries during the interview process. Emphasize that while IC professionals can offer valuable guidance on meeting agendas to ensure messaging aligns with communication goals, they need not own the agenda's administrative aspects.
  

To create a different circus and a different tent in your career, it’s essential to ensure alignment between your vision for IC success and the organization's expectations. Whether it’s emphasizing strategy over tactics, educating employers on the value of communication professionals, or setting boundaries regarding administrative tasks, proactive communication can lead to more fulfilling and impactful roles in the field of IC. As IC professionals, we have the power to shape our careers and organizations for the better—one insightful conversation at a time.