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Career Evaluator Self-Assessment

Complete the self-assessment below for insight into your own professional skills.

Career Evaluator

Business

Communication professionals are expected to understand and analyse the organisational operating environment against the communication challenges and opportunities. To do so they must demonstrate effectiveness in:

· Understanding business functions in alignment with organisational priorities and audience needs and preferences

· Developing strategic communication approaches that are aligned with the strategic direction and business needs

· Developing and implementing an operational budget

· Managing the relationship between other functions that intersect or impact communication strategies and plans

· Identifying and acting on communication opportunities and challenges resulting from business change

· Providing communication advice on a range of business issues such as market fluctuations, union negotiations, environmental and sustainability concerns, reputation and crisis management

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Understand and analyse the business environment against communication needs

I understand how the business environment influences what and how I communicate

I provide communication advice and counsel on the impact of business change on stakeholders

I can analyse and align business needs with audience needs to inform my approach

I provide communication advice on sensitive issues in times of change and uncertainty

Apply strategic planning to internal and external communication needs

I understand why internal audiences need a line of sight to organisational direction and strategy

I understand how organisational culture affects internal and external stakeholders

I educate and advise stakeholders on how to communicate organisational change

Demonstrate financial and commercial acumen

I have general knowledge of the business’s financial situation and can manage a project budget

I can find ways to create efficiencies that improve output and reduce costs within the communication department

I can define, develop and manage the budget for the communication department

I know how to read and interpret a financial statement

I can effectively manage the communication process for tenders

I can effectively manage the communication process for contract negotiations with unionised staff contractors or suppliers

Strategy

Communication professionals apply strategic thinking and interpret business needs as part of their communication strategy, to deliver meaningful results. To do so they must demonstrate effectiveness in:

· Identifying and understanding communication challenges and opportunities within the organisation and the external marketplace

· Practicing effective communication based on approaches that demonstrate results (best practice)

· Managing the strategic communication process from start to finish

· Delivering relevant and targeted communication aligned with business and audience needs

· Using research and measurement to inform strategy and evaluate the effect of communication on the organisation and its stakeholders

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Research, develop, implement and measure the effect of strategic communication

I can create, manage and deliver communication strategies that deliver meaningful results to the business

I research and analyse the organisational environment and the target audiences when creating my strategy

My communication strategies are based on best practices and current research trends

Align strategies with organisation and audience needs and objectives

My communication strategies are aligned with business needs and strategic direction

I am clear about the resources needed to deliver communication strategies and can effectively manage them

I have expertise in identifying, analysing and segmenting my audiences

I ensure the use of clear, consistent messages that support the brand among internal and external audiences

Develop outcome focused communication plans

I am able to set meaningful, measurable, communication objectives that support business needs

I know the difference between output and outcome based objectives

I know the differences between goals, objectives, tactics and what a strategic approach means

I share my communication strategies and results with senior and middle management, other business partners and stakeholders

Research, Analysis and Measurement

Communication professionals proactively use research to inform and refine their practices and measure the outcome of their strategies. To do so they must demonstrate effectiveness in:

· Using primary and secondary research to inform the strategic approach to communication plans

· Using benchmark data to define meaningful, measurable objectives that produce business outputs and outcomes

· Measuring the impact of communication activities on organisation priorities

· Understanding quantitative, qualitative and observational research methods

· Analysing and using research results to improve practices

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Define measures against communication outcomes

My communication strategies are informed by research, driven by a business need and measured against realistic objectives

I use the research findings to inform my approach, objectives, key messages, tactics and channels

I understand the difference between research and measurement

I can develop and implement measurements to evaluate my communication strategy and determine the impact of communication against my objectives

Define and conduct, analyse and apply research to communication strategy

I understand what research methodology is the most appropriate to use when gathering information to inform a communication strategy

I know how to develop benchmarks to set meaningful objectives

I conduct regular communication audits to inform my communication strategy

I prepare and use measurement plans and dashboards to drive the communication plans and inform the business

Provide insight on communication outcomes

I can effectively interpret data to generate research reports

I consistently measure the outcome of my work in ways that demonstrate value to the organisation

I prepare presentations that outline my research findings and their implications and can turn them into practical opportunities

Ethics, Law and Governance

Communication professionals are expected to adopt the highest standards of professional behaviour demonstrating effectiveness in:

· Communicating with sensitivity to cultural values and beliefs

· Acting without deception and in accordance with the law

· Representing the organisation truthfully, fairly and accurately

· Enabling mutual understanding and respect

· Adhering to guided policies, standards and governance frameworks

· Adhering to a code of ethics for communication professionals

· Adhering to guidelines about the responsible use of AI for the communication profession

· Driving the development of guidelines about the responsible use of AI within their organisation or their client’s organisation

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Governing the communication function

I understand and practice the policies, processes and procedures that govern the communication function within my organisation or my client’s organisation

I understand and manage the effect communication has on business outcomes

I drive the development of guidelines about the responsible use of AI within my organisation or my client’s organisation

Understanding and applying local legal and ethical communication practices

I understand and comply with laws affecting privacy, probity and propriety, defamation, copyright, plagiarism and disclosure

I advise others on the communication implications of ethical practices and behaviours

I understand and manage the ethical and legal impacts on my organisation’s or client’s reputation and brand

Advocating and advising on legal and ethical issues

I communicate and manage ethical issues facing my organisation or my client

I help leaders build leaders' competence to deal with sensitive ethical concerns

I champion and advocate for the social, environmental, ethical and sustainable practices conducted by my organisation or client

I champion and advise about the responsible use of AI tools and technologies within my organisation or my client’s organisation

Messaging

Communication professionals define, create and deliver key messages. To do so they must demonstrate effectiveness in:

· Telling the organisation’s story

· Creating clear, consistent, creative, compelling content

· Delivering content in a timely and appropriate manner

· Engaging each audience segment on an emotional level

· Creating opportunities for targeted communication

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Define, align and manage consistent messages

I understand what key messages are, how they are used and why they are important

I make sure that audiences and stakeholders clearly understand the organisation, its story, direction and value proposition

I develop targeted key messages for each of my audience segments

Engage audiences and stakeholders through effective communication

I create content that clearly communicates my key messages to my target audience while being consistent with the organisation brand

I ensure that communication activities support and reinforce the organisation brand and reputation

I know how to engage stakeholders on an emotional level through targeted messages

Engage and coach leaders in effective communication

I support project teams to ensure line of sight to business outcomes for employees

I advise and counsel leaders and stakeholders on content timing and delivery of messages

I provide development opportunities for leaders about effective messaging

Channels and Tactics

Communication professionals must identify, manage and effectively use a variety of channels and tactics to deliver messages. To do so they must demonstrate effectiveness in:

· Understanding the relationship between various communication channels (digital, print, face-to-face)

· Managing internal and external communication channels

· Researching and investing in channel improvements

· Understanding how AI tools can be used to increase the efficiency of communication channels

· Understanding when and how to use a variety of channels in the tactical approach

· Mentoring and advising leaders and organisational speakers

· Developing and implementing various communication tactics

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Determine and implement the most effective communication channels

I develop the most effective channels to meet audience needs

I use measures and research to implement, retire or change communication channels

I test new channels of communication to understand how they could be used or adapted as part of my channel mix

I look for ways AI and other efficiency tools can be used to improve communication channels

Determine and implement the most effective tactics

My communication tactics involve the right mix of channels to achieve desired outcomes with each audience segment

I know how excellent writing, editing and narrative can engage my audience and deliver "Know, Feel, Do" outcomes

My tactical implementation plans deliver a seamless execution of my communication strategy

I know the difference between strategic creative and good design in visual communication

Develop the communication skills of leaders and other key stakeholders

I develop leaders so that they can become a primary communication channel

I educate leaders on the importance of emotional intelligence and self-awareness for employee engagement purposes

I develop spokespeople for the organisation

I mentor and coach others about communication best practices

Stakeholder Engagement

Communication professionals must identify, collaborate and nurture stakeholder relationships. To do so they must demonstrate effectiveness in:

· Identifying various stakeholders

· Networking with internal and external stakeholders

· Fostering relationships to support organisational outcomes

· Understanding the stakeholder role in communication

· Maintaining relationships with numerous stakeholders

· Using dialogue to tell the business story and garner support

Review the statements below and choose a rating (0–5) from the criteria that reflects your current competence in this specific task.

View our grading criteria

Appropriately determine, segment and analyse audiences and stakeholders against the business needs and communication strategy

I identify, segment and analyse audiences in relation to business needs

I develop stakeholder maps and engagement plans, and use them to achieve communication results

I develop audience analysis and profiling

Align approaches, channels and tactics with audiences and stakeholders to deliver communication outcomes

I know how to determine the most effective channels to reach each audience segment

I consult with stakeholders and use their input to inform my communication strategies

I know what tactics are most likely to be effective with each audience segment

I work with other business units (such as marketing, the CEO’s office, HR, IT, etc.) to ensure that communication is consistent, aligned and well timed

Develop and nurture relationships

I understand the political, social, cultural and individual factors that influence audience awareness, understanding and behaviour

I build and maintain strong relationships to achieve success for my communication activities

I understand how communication style changes based on audience preference, motivations and different segments

I provide feedback, advice and tools to support business leaders in the development of their communication practices

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Career Evaluator Self-Assessment

Business

Understand and analyse the business environment against communication needs

Apply strategic planning to internal and external communication needs

Demonstrate financial and commercial acumen

Strategy

Research, develop, implement and measure the effect of strategic communication

Align strategies with organisation and audience needs and objectives

Develop outcome focused communication plans

Research, Analysis and Measurement

Define measures against communication outcomes

Define and conduct, analyse and apply research to communication strategy

Provide insight on communication outcomes

Ethics, Law and Governance

Governing the communication function

Understanding and applying local legal and ethical communication practices

Advocating and advising on legal and ethical issues

Messaging

Define, align and manage consistent messages

Engage audiences and stakeholders through effective communication

Engage and coach leaders in effective communication

Channels and Tactics

Determine and implement the most effective communication channels

Determine and implement the most effective tactics

Develop the communication skills of leaders and other key stakeholders

Stakeholder Engagement

Appropriately determine, segment and analyse audiences and stakeholders against the business needs and communication strategy

Align approaches, channels and tactics with audiences and stakeholders to deliver communication outcomes

Develop and nurture relationships

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