At the start of this Summerread, we distinguish a third megatrend: the increasing fluidity in the communication profession. This trend is partly related to increased diversity. The traditional image of what a professional should look like is changing.

This fluidity can be seen as a sign of maturity, says John Verhoeven in his article . In this complex and ever-changing world, we ourselves have to change with it and adapt our form, tone and even content to the situation, the channel or the subject. An organization-wide culture change is important for this. Old values ​​sometimes have to go in the trash to make room for new times.

We also see this in the increased importance Audit Directors Auditors Email Lists of the employee experience and employee recognition . After all, the culture of a company or organization largely determines whether you can find and retain good candidates.

 Jennifer Vogels already distinguished

It as 1 of the 4 trends in her article about communication goals for 2022. In 2022 we will be going back to the office more often. But we are still dealing with a fragmented workforce, where work and private life overlap more than before the pandemic. So our work experience is also more fluid. This makes binding experiences with the content of your work and your colleagues even more important. Just like (individual) appreciation. Communicate successes and milestones and   invest in employee well-being. Give them a work experience they can be proud of and communicate about both internally and externally.

With the employee experience we ended up on the office floor. As a communication professional, what will you notice from all the changes? What influence do the trends have on the professional inner world?

Frankwatching editor Claire van

Helsdingen asked you via our social channels whn about communication professionals. Very often heard: Can you ‘just’ […], fill it in with a campaign, create a blog or make a newsletter. Or: “Oh, then you can probably talk very well” and “Write a text?

The secretary/management assistant/receptionist/Gerda from finance/Planner Peter can do that too!” Recognizable? Read all the comments onet us know which comments or questions make the steam come out of your ears.

It is here to stay, notes Rikver, he also notices that the practice is unruly.

Departments often look to each other in the hope that the organization of this new form of work will get off the ground. The big challenge is that ownership is unclear: digitization of the home workplace lies with ICT, well-being with HR, team agreements with line managers and engagement with you, the communication professional. But who takes the lead?

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