Umbrella Company Employees and other independent professionals contracting as internal communications specialists are poised to see demand for their talents soaring. This is according to new research from VMA Executive, the global search wing of the corporate communications recruiter VMA Group.

With the economic recovery driving increasing levels of employee movement and rising competition for top talent, demand for skilled internal communications experts to manage strategic employee engagement strategies is exploding. 95% of the 250+ communications leaders polled in the Europe-wide study said that their own staff were the key audience for their business, level-pegging with the media and well above every other stakeholder.

Over half (51%) expect demand for internal/change communications to rise over the coming two years, which is a marked increase on the 39% who identified internal communications as a top priority in 2012.

VMA Executive’s ED, David Broome, said: “At a time when competition for the best talent remains tough and people retention moves up the corporate agenda, it’s clear that organisations are turning to internal communications experts to keep employees engaged. As the value of staff remains front of mind for business leaders, we expect to see this demand for expert skills to continue to grow over the coming years.”

The study also found that communications experts were required to undertake a broader range of work than previously, combining the ability to articulate and influence ‒ their top-rated skill ‒ with wider business skills.

Mr Broome said that professionals who can align their communications skills with executive-level thinking and corporate strategy are now seen as “vital.” Such generalists are now in greater demand than specialists.

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