New professional body aims to drive support, success, and celebration among Middle East employee engagement and company culture.
The UAE network of UK-based internal communications professional body, the Institute of Internal Communication (IoIC), has been launched by employee communications and experience agency, The Engage Group.
Brett Smyth, CEO and founder of The Engage Group, said in a statement, “For 70 years, the IoIC in the UK has helped organizations and people succeed through promoting internal communication of the highest standard. As Engage celebrates our 10th anniversary, we are delighted to launch our own IoIC network here in the region. The Middle East has made great strides in the internal communication and employee engagement sector over the last ten years. At Engage, we have witnessed a greater awareness among business and government leaders of the benefits of effective people engagement, more internal comms jobs being advertised, an uptick in the use of new digital communications channels, and more demand for our own services, especially in the wake of Covid-19. But there is still much work to be done. Internal communication is often treated as an afterthought, like a second cousin to PR and marketing communications, when, in reality, it should be front and center of any business.”
Research shows that employees are largely in the dark when it comes to how they can make a difference at work. According to Gallup, nearly 75% of staff don’t know how to contribute to their company’s success because the internal comms function is either non-existent or doing a poor job. Gallup’s recent UAE workplace study revealed that over half of the UAE workforce is not engaged – employees fulfill basic job requirements but little more. A strong internal communication strategy can change this.
Smyth added, “Organizations pour millions of dollars and thousands of employee hours into business strategies, expansion programs, branding, and more. Yet, all too often, the employees tasked with implementation and delivery know little or nothing about company plans or how they can help turn their employer’s vision into a reality.”
Jennifer Sproul, Chief Executive of the IoIC, based in the UK, said, “Our vision is a future where internal communication has a place at the leadership table and is seen as a trusted strategic advisor. Through the IoIC here in the UAE, professionals will come together to shape the future of internal communication, employee engagement, and organizational culture by supporting each other, learning from peers, setting professional standards, fostering change, and celebrating success.”