Why invest in continuous professional development?
A few months ago, I returned to the Institute of Internal Communication as a certified member, this time with a completely different mindset.
My first ever CPD cycle with the Institute of Internal Communication.
Why didn’t I do this before?
Previously, as director of The Communications Agency for 21 years, I’d thought of the IoIC as just another channel to get new clients by being listed in the freelance directory. I’d browse the magazine and read the odd email. In short, I completely missed the point (and benefits) of belonging to a professional body. But it took until rejoining the IoIC last November 2024 to get this.
Returning to the freelance world as an internal comms specialist earlier in the year, I was rebuilding my life and needed to reacquaint myself with the industry and upskill in some areas. Also, after being part of large global comms teams for four years, I was feeling a bit lost and was looking for opportunities to join friendly and supportive communities. All areas that membership of the IoIC would help me with.
Never stop learning
As a lifelong learner, I’ve always invested in professional development. In 2008 I attained a Masters in Internal Communications Management through Kingston University, 11 years after achieving my first degree in Marketing. Not bad for someone who left school with no qualifications. (I’m currently studying digital marketing skills on a government-backed bootcamp.)
Learning and development never stop and it’s where the IoIC comes into its own. Whether you’re at the start of your internal comms career or nearing the end, the IoIC are there to support your learning and development.
Me smiling proudly at my third graduation, this time for an MA in Internal Communication Management at Kingston University.
After reading about their membership-exclusive My CPD Programme, I realised I was clocking up CPD points as a matter of course, such as attending the Staffbase Conference – a full day of learning across multiple areas of internal comms, which earned me four CPD points! Six months of volunteering as the comms lead for a homeless charity resulted in 18 CPD points, and two presentations to first year digital marketing students at Anglia Ruskin University achieved a total of six points. Even joining internal comms webinars, such as the Eastern Region quarterly meeting, contributes to CPD.
But it’s not just about turning up at events or joining a webinar. There are multiple avenues to development and learning, such as reading an article or case study, listening to a podcast, mentoring and sharing knowledge with colleagues. In fact, all the things you’re probably already doing!
And if you’re put off by the process of logging your points, don’t be. It’s straightforward and easy to do. Trust me, if I can do it, anyone can.
Importantly, the IoIC CDP Programme requires you to reflect on what you learned and how it’s going to support you as an internal comms professional. I find this particularly valuable as it gives me focus, but it’s something many of us rarely make the time to do.
So why would someone with over three decades of internal comms experience feel the need to invest in CPD?
I’d say it’s as important to invest in myself now as it always has been.
I have extensive experience, but as a freelance internal comms specialist, I am ‘the product’ that clients buy into. I need to stay curious about the profession, to stay current, and to intentionally build learning and development into my plans to ensure I continue to provide my clients with the latest thinking and best practice.
Whatever stage you are in your internal comms career, I’d totally recommend signing up to CPD as a way of demonstrating your professional commitment and showcasing your accomplishments.
Well…what are you waiting for?