1. Recruiting IC practitioners
Quentin Cowdry
MD Libero Consulting

2. The big picture Two key drivers: Increased demand for IC
Supply shortages (quantity and quality)

3. Why the “crunch”? Quickening change cycles Rise of engagement agenda
HR slowness/inability to react
IC’s growing professionalism
Poor marketing of function

4. Effects Salary inflation Recruitment difficulty
Development of specialist IC roles
More clarity on aims & competencies
Buoyant consultancy sector

5. The species - basics Female dominated (70:30 gender split)
Increasingly degree educated
White, middle class
Migrated into IC
Values conscious
Passionate about work and function
Most based in London and South East

6. The species - behavioural
Bias to right brain thinking
Relationship builders
Collaborative
Organised and organising
Committed
Assiduous

7. Career start-points Mainly migrated from:
PR, HR, Sales/Marketing,Customer Service
…but also from:
General management, management and comms
consultancy, journalism and publishing
…and even from:
Software design, teaching and engineering

8. Career pathways A development need! Stepping stones to IC leadership?
IC in-house, IC consultancy, what next?
Tiny migration from IC to other functions
or business areas
IC training imperative
Limited scope for flex working

9. Employers’ perspective
IC has growing status
…but many still see as a “post box”
Business value add?
Irritation over:
lack of commercial nous
functional “flag waving”
tech comms capability
lack of through-the-line delivery

10. The juicy bit Private sector salaries:
Directors/Heads of £80,000-£130,000
Business partners £50,000-£70,000
Heads of channels £45,000-£70,000
Channel managers £35,000-£45,000
IC executives £25,000-£35,000

11. The juicy bit – part 2 Public sector salaries (heads of):
Central govt £55,000-£110,000
Quangos £50,000-£80,000
Transport bodies £60,000-£75,000
Local authorities £40,000-£45,000

12. The juicy bit – part 3 Independent contractors:
Top end change/interim £800-£1,300 a day
Snr business partners £500-£650
Business partners £400-£500
Media/cmpgn managers £250-£350

13. How to get the job? Great candidates balance: IQ and EQ
Self-assertion and listening
Big picture and detail
Positivity and realism
Resolution and flexibility
….and ask the right questions

14. How to get the job? Vital that IC practitioners:
First explain business context
Show clear grasp of comms issues + strategies
Clearly highlight the link between comms
strategy & action and business need

15. How to succeed in the job?
Strategic thinking
Business awareness
Linking IC to business need
Relationship management
Sharpness of tech comms skills
Self-confidence and resilience

16. The way forward - needs Attract more people into IC and more
fast-streamers
Boost skills (generic and specialist)
Reduce attrition
“Educate” other functions/business areas about role and power of IC
Achieve healthier balance between in-house and consultancy resources

17. The way forward - solutions
Improve promotion of function
Clearly position IC as a strategic business tool (and change enabler)
Enhance training & development
Define career pathways
More job flexibility to help practitioners
with young children