UK

United Kingdom · PR and communications · Principal/Manager (12-16 years)

Senior Manager, Employee Communications

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports3-5 reports
  • Reports toDirector of Employee Communications
  • UK framework levelUsually someone running a function, or a director

Also advertised as Head of Internal Communications (Business Unit) · Employee Engagement & Comms Lead · Internal Communications Partner (Senior)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

AIM Qualifications Level 4 Diploma in Public Relations AIM Qualifications · Level 4 · covers 1 of 1 standard

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Understanding How Public Relations Professionals Contribute to Internal Communications AIM Qualifications Level 4 Diploma in Public Relations

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs

2AI and this work

Will AI change your work as a Senior Manager, Employee Communications?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Powered Content Generation & Personalisation
  • Advanced Data Storytelling & Visualisation
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Manager, Employee Communications plan as you set up, starting with the free Automation Fluency module. No card.

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3What this role really is

A Senior Manager, Employee Communications leads a team that makes sure staff in a large department understand company strategy and what it means for them.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Simpplr / Staffbase / SharePoint Online / Firstup Strategic

You'll lead the strategic use of these platforms within your business unit, defining content strategy, governance, and how they integrate with other systems. You'll also guide your team on advanced features and analytics.

Slack (incl. Workflow Builder) / MS Teams (incl. Viva) Strategic

You'll set enterprise-wide (or business unit specific) channel usage policies, architect how messaging platforms integrate into broader communication cascades, and ensure your team uses advanced features like Viva Connections/Topics strategically.

Qualtrics / SurveyMonkey Enterprise / Glint Strategic

You'll design the annual employee listening strategy for your business unit, connecting survey data to business outcomes (e.g., attrition), and presenting findings to senior leadership. You'll guide your team on complex survey design and analysis.

Canva for Teams / Adobe Creative Cloud (InDesign, Premiere Rush) / Descript Strategic

You'll define the visual identity for internal campaigns within your business unit, manage creative agency relationships (if applicable), and set brand guidelines for internal use, ensuring your team produces high-quality multimedia content.

Asana / Monday.com / Jira Strategic

You'll implement and optimise your team's operating rhythm and project management methodology, ensuring efficient workflow, resource allocation, and timely delivery of complex comms campaigns across your business unit.

Diligent Boards / Everbridge / Workday HCM Expert

You'll manage crisis communication alert systems for your business unit, use HRIS data for strategic audience segmentation, and prepare executive briefing books in board portals for your leadership, ensuring sensitive information is handled securely.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Comms Strategy for a Major Change Initiative (e.g., re-org) Executes tasks as directed; no strategic input. Proposes content and channel tactics within a defined strategy. Designs the end-to-end communication plan and content strategy, makes recommendations to leadership.
Content Approval for Sensitive Announcements (e.g., layoffs, major policy changes) Drafts content based on templates; requires full review and approval from all levels. Drafts and edits content; requires review from Senior Specialist and Manager. Writes final drafts, manages stakeholder review, recommends approval to Manager/Director.
Team Hiring & Performance Management No hiring authority; provides feedback on team processes. No hiring authority; may provide informal feedback on junior peers. No hiring authority; mentors junior team members, provides input on their performance to manager.
Budget Allocation for Business Unit Comms Tracks expenses for individual tasks. Suggests cost-effective solutions for specific projects. Manages project budgets up to £5K, tracks spend against plan.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Message Recall & Comprehension
How well employees in your business unit remember and understand key messages from major campaigns.
Target · >70% of employees can recall the top 3 key messages from a campaign.

After a new product launch comms campaign, 75% of the Product team correctly identifies the top three customer benefits and the main market differentiator in a follow-up survey.

Employee Net Promoter Score (eNPS) Contribution
Your team's contribution to the overall eNPS score within your assigned business unit, specifically on questions related to communication, transparency, and understanding of company direction.
Target · Contribute to a >5 point year-over-year increase in relevant eNPS questions for your business unit.

Working with HR, you've seen the 'I understand the company's strategy' score for the Engineering division rise from 65% to 72% over 12 months, directly linked to your comms strategy.

Manager Cascade Effectiveness
The percentage of people managers who feel adequately prepared and equipped to discuss important company changes or announcements with their teams.
Target · >80% of people managers feel equipped post-briefing.

After a major re-organisation announcement, 85% of managers in your business unit reported feeling 'very prepared' or 'prepared' to discuss the changes with their teams, thanks to your comprehensive briefing pack and talking points.

Channel Engagement Rate
The average engagement (e.g., views, clicks, comments) on your key communication channels (intranet, Slack, email) for your business unit's content.
Target · Maintain or increase average engagement by 10% quarter-over-quarter.

Your team's weekly Engineering newsletter consistently hits a 55% open rate and 15% click-through rate, which is 12% higher than the company average for similar internal comms.

Strategic Advisor Status
Being seen as a trusted, strategic advisor by your business unit leadership, not just an executor. This means you're brought in early to discussions, not just at the 'send it out' stage.
  • You're consistently invited to leadership planning meetings for your business unit. Leaders proactively seek your counsel on sensitive topics or major initiatives before decisions are finalised. Your input genuinely shapes communication strategy and even business decisions. You're asked, 'What's the comms angle on this?' before, not after, the fact.
Team Development & Mentorship
The growth and effectiveness of your direct reports, and their ability to operate more autonomously and strategically.
  • Your team members are taking on more complex projects independently. They're getting positive feedback from stakeholders. You're regularly conducting meaningful 1:1s, providing clear feedback, and supporting their development goals. Your team's output quality is consistently high, and they're seen as reliable partners by their stakeholders.
Crisis Communication Readiness
The preparedness of your business unit's communication plans for potential issues or crises.
  • You've developed and regularly updated crisis communication playbooks specific to your business unit's risks. You've run at least one tabletop exercise with leadership in the last 12 months. There's a clear, agreed-upon cascade plan for various scenarios. When a minor issue arises, your team reacts quickly and effectively, following established protocols.
Narrative Cohesion
How well the communications from your business unit align with the broader company narrative and strategic priorities.
  • Messages from your business unit consistently reinforce the company's mission and values. There's a clear 'golden thread' connecting local initiatives to enterprise goals. You're actively spotting and correcting any messaging inconsistencies or conflicting narratives before they cause confusion. Your leadership team consistently uses the agreed-upon talking points.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Making a Real Difference to People's Day-to-Day

You'll feel a buzz when you see your internal campaign genuinely clarify confusion or boost morale. It's about helping thousands of employees understand their role, feel informed, and connect with the company's purpose. You'll know your work makes their jobs easier and more meaningful.

After a challenging period, you launch a 'celebrate our wins' campaign for your business unit, showcasing individual and team successes. You see a noticeable uptick in positive comments on the intranet and get direct feedback from employees saying they feel more appreciated.

Strategic Influence and Problem Solving

You're not just executing; you're at the table with senior leaders, helping them think through how to communicate complex changes. You'll enjoy the challenge of taking a messy, ambiguous problem and crafting a clear, impactful communication strategy that actually solves it.

The Head of Engineering asks you to develop a comms plan for a major shift in technical strategy. You don't just write the emails; you challenge assumptions, suggest alternative approaches, and help shape the message from the very beginning, influencing the strategy itself.

Building and Nurturing a High-Performing Team

You'll get a lot of satisfaction from seeing your direct reports grow, take on more responsibility, and deliver fantastic work. Mentoring them, helping them navigate tricky situations, and celebrating their successes will be a big part of your daily joy.

One of your Senior Specialists successfully leads a complex, cross-functional comms project from start to finish. You guided them, provided feedback, and helped them troubleshoot, and now they're ready for the next challenge, all thanks to your support.

What frustrates people
  • The 'Information Vacuum': Being brought in too late to truly shape the message.
  • Death by Committee: Your clear message gets diluted by endless rounds of stakeholder review.
  • The Rogue Executive: A senior leader goes off-script, undermining carefully aligned messaging.
  • The 'Soft' Metrics Stigma: Constantly having to prove the value of engagement and sentiment.
  • Emotional Labour: Delivering difficult news and managing the emotional fallout.
  • The Last Mile Problem: Great comms don't always translate to great delivery by managers.
  • Being seen as a 'beautification' service rather than a strategic partner.
What this role does not give you
  • Complete autonomy over message content without extensive review.
  • A predictable, calm, 9-to-5 schedule (especially during crises or major changes).
  • Immediate, direct financial ROI that's easily quantifiable.
  • A role where you only deliver good news.
  • A role where you don't have to manage competing priorities and personalities.

8Who you work with

You'll directly shape the internal culture and operational effectiveness of a significant part of our business. Your work ensures that thousands of employees feel informed and connected, which in turn impacts everything from talent retention and productivity to successful change adoption. Getting this right means a more cohesive, productive, and resilient workforce within your assigned business unit. Getting it wrong can lead to widespread confusion, disengagement, and even increased attrition.

Inside the business
  • Business Unit Leadership (e.g., Head of Engineering, SVP of Sales)
  • HR Business Partners for your assigned unit
  • Legal and Compliance teams
  • Public Relations and Investor Relations (for message alignment)
  • IT and Digital Workplace teams (for comms platforms)
Outside the business
  • External agencies (e.g., creative, survey partners)
  • Industry peers (for benchmarking best practices)
  • Platform vendors (e.g., Simpplr, Qualtrics)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record (at least 5-8 years) in a Senior Employee Communications Specialist or Employee Communications Manager role, where you owned significant communication programmes or campaigns end-to-end.
  • Demonstrated experience leading and mentoring junior communications professionals, including setting objectives, providing feedback, and supporting their development.
  • Extensive experience advising senior leaders (Director/VP level) on internal communication strategy and sensitive messaging.
  • Deep understanding of at least one major change management framework (e.g., ADKAR, Kotter) and practical experience applying it to real-world organisational changes.
  • Strong analytical skills, including the ability to design and interpret employee surveys and translate data into actionable communication insights.
  • Exceptional writing, editing, and verbal communication skills, with a portfolio of high-quality internal communications materials (e.g., executive emails, intranet articles, town hall scripts).

10What to practise next

Where the job is going, and what to do about it starting this week.

Integrated Digital Workplace Platforms (e.g., Microsoft Viva Suite)

Organisations are moving towards more integrated digital ecosystems. Platforms like Microsoft Viva are bringing together comms, learning, wellbeing, and analytics. Understanding how to use these holistically is key to creating a seamless employee experience and avoiding channel fragmentation.

Viva Connections (intranet, dashboard integration) · Viva Engage (social, community building) · Viva Topics (knowledge management) · Viva Learning (L&D integration) · Data analytics across the Viva suite

  • This week: Explore the Viva suite documentation and watch introductory webinars.
  • This month: Identify one specific use case for Viva Connections or Engage within your business unit and propose a pilot.
  • Month 2: Work with IT to understand the technical integration possibilities and limitations of Viva within our current environment.
  • Month 3: Lead a workshop for your team on how to leverage different Viva modules for specific comms objectives.
  • Month 4: Develop a strategy for integrating Viva analytics into your overall comms measurement framework.

Quick win: Start using Viva Engage (or equivalent) to foster community discussions around a specific project or initiative within your business unit. Monitor engagement and identify key influencers.

Advanced Video Production & Storytelling

Video content continues to dominate engagement, especially for internal comms. Employees prefer short, authentic video messages from leaders or peers. Being able to quickly produce high-quality, engaging video (even on a budget) is becoming a must-have, not a nice-to-have, for cutting through the noise.

Scripting for video (conciseness, visual cues) · Basic lighting and audio for professional-looking · Using tools like Descript for quick editing and tr · Incorporating graphics and animations for engageme · Distribution strategies for internal video (intran

  • This week: Watch tutorials on Descript or a similar easy-to-use video editing tool.
  • This month: Produce a short (1-2 minute) video message from a mid-level leader in your business unit, using basic equipment (phone, simple mic).
  • Month 2: Experiment with adding simple graphics, text overlays, and music to your internal videos to boost engagement.
  • Month 3: Train your team on basic video best practices and how to use a chosen editing tool for quick turnarounds.
  • Month 4: Develop a 'video-first' strategy for at least one recurring communication series within your business unit.

Quick win: Encourage your leaders to record short, informal video updates on their phones using a simple teleprompter app. Focus on authenticity over perfection initially.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences and webinars (e.g., IoIC Live, PRWeek events) to stay current on best practices and emerging trends in employee communications.
  • Actively participate in professional networks and peer groups for internal comms leaders to share insights and learn from others' experiences.
  • Seek out leadership development programmes or executive coaching to further hone your people management and strategic influence skills.
  • Dedicate time to understanding the specific business operations and strategic priorities of your assigned business unit, perhaps through shadowing or informational interviews.
  • Continuously experiment with new communication technologies and AI tools to enhance efficiency and impact.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Content Generation & Personalisation

Essential for future readiness in this role.

  • Prompt Engineering for specific comms outputs (e.g
  • Understanding AI model limitations (hallucinations
  • Integrating AI tools into existing workflows (e.g.
  • Ethical considerations for AI in internal comms (d
  • Personalisation at scale using AI-driven audience

Advanced Data Storytelling & Visualisation

Essential for future readiness in this role.

  • Correlation vs. Causation in comms data (e.g., eNP
  • Designing effective pulse surveys and sentiment an
  • Using data visualisation tools (e.g., Tableau, Pow
  • Connecting comms metrics to broader business KPIs
  • Presenting data-driven insights to non-technical a

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Change Management Frameworks (ADKAR, Kotter)
  • Narrative Architecture & Storytelling
  • Executive Ghostwriting & Voice Capture
  • Audience Segmentation & Persona Mapping
  • Crisis & Issues Management
  • Comms Measurement & ROI

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Senior Employee Comms Specialist (L3)

    3-5 years as a Senior Specialist

    Skills to master

    • Moving from owning a 'programme' to owning a 'campaign' or even a small function. This means developing stronger strategic planning, stakeholder influence, and initial team leadership/mentorship skills. You'll need to demonstrate you can manage more complex, cross-functional initiatives independently.

    You're ready to move on when

    • Successfully led multiple end-to-end communication programmes for significant company initiatives.
    • Consistently sought out and provided informal mentorship to junior team members.
    • Proactively identified and solved communication challenges, even those outside your direct remit.
    • Received consistent feedback from senior stakeholders that you're a trusted advisor, not just an executor.
  2. 2

    From Employee Communications Manager / Lead (L4) at a smaller company

    2-4 years in a Manager/Lead role

    Skills to master

    • Scaling your strategic thinking and team leadership to a larger, more complex organisation. This often means learning to navigate more intricate political landscapes, managing a larger budget, and influencing a broader range of senior stakeholders. You'll need to adapt your existing skills to a new scale.

    You're ready to move on when

    • Successfully built and led a communications function or team in a smaller organisation.
    • Managed significant budgets and strategic initiatives with demonstrable impact.
    • Proven ability to operate autonomously and drive results in ambiguous environments.
    • A clear understanding of how to translate company-wide strategy into actionable comms plans for a specific business unit.
  3. 3

    From a broader Communications Manager role (e.g., PR Manager, Marketing Comms Manager)

    4-6 years in a broader comms role, with significant internal comms exposure

    Skills to master

    • Deepening your understanding of internal audience psychology and organisational dynamics. You'll need to shift from external-facing messaging to the nuances of employee engagement, change management, and leadership communications. This means focusing on building trust and transparency internally.

    You're ready to move on when

    • Demonstrated experience crafting compelling narratives for internal audiences.
    • A clear understanding of the unique challenges and opportunities of internal vs. external communications.
    • Proven ability to work closely with HR and Legal on sensitive employee-related topics.
    • A genuine passion for employee engagement and culture building.

15Where this role leads

The long view: This role can lead to running a whole communications function, moving into a Chief of Staff position, or taking on broader people leadership such as a Chief People Officer role.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Manager, Employee Communications is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Head of Communications (Broader Scope, L6)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Understanding How Public Relations Professionals Contribute to Internal Communications, worked against Senior Manager, Employee Communications.

Understanding How Public Relations Professionals Contribute to Internal Communications Level 4

Applied to your work in Senior Manager, Employee Communications

The objective of this unit is to provide learners with an understanding of how public relations professionals contribute to internal communications within an organisation. Learners will gain knowledge of the organisational context, the role of public relations in shaping internal communications strategies, and the channels used for internal communications.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Senior Manager, Employee Communications
  • Change Management Frameworks (ADKAR, Kotter)
  • Narrative Architecture & Storytelling
  • Executive Ghostwriting & Voice Capture
  • Audience Segmentation & Persona Mapping
  • Crisis & Issues Management
  • Comms Measurement & ROI
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Manager, Employee Communications is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Employee Communications (L6)

    3-5 years in the Senior Manager role

    This is a significant jump, moving from owning a business unit's comms to owning the entire internal communication function for the whole company. You'll manage the entire team, the budget, and the technology stack, becoming a key advisor to the C-suite.

    • Architecting the entire internal comms technology stack and vendor relationships.
    • Developing and integrating a holistic employee listening strategy across the organisation.
    • Shaping the company's employer brand and talent acquisition comms strategy.
    • Leading M&A integration communications from an internal perspective.

  2. Head of Communications (Broader Scope, L6)

    3-5 years in the Senior Manager role

    This pathway involves broadening your scope beyond just internal comms to potentially include Public Relations, Analyst Relations, or even some Marketing Communications. It's about becoming a holistic communications leader.

    • Developing and executing external PR campaigns.
    • Managing agency relationships for external comms.
    • Driving thought leadership and executive profiling externally.
    • Understanding market dynamics and competitive landscapes from a comms perspective.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, internal communications can be a relentless treadmill of drafting, reviewing, and analysing. But what if you could shave off hours from those repetitive tasks? Our AI productivity hub isn't just a buzzword; it's a toolkit designed to give you back valuable time, letting you focus on the strategic, human-centred work that truly matters.

As a Senior Manager, you're juggling strategic planning, team leadership, and content oversight. Imagine offloading the grunt work to AI, freeing you up to advise leaders, mentor your team, and craft truly impactful narratives. We're talking about using smart tools to get more done, faster, and with better results.

First Draft Automation

Use generative AI to create initial drafts of routine, template-based communications like promotion announcements, new hire welcomes, or holiday reminders. The AI handles the basic structure and tone, freeing you and your team to focus on personalisation, nuance, and stakeholder feedback. Think of it as your super-fast junior writer.

Sentiment Analysis Accelerator

Feed open-ended comments from annual surveys, pulse checks, or change-readiness polls into an AI tool. It instantly categorises thousands of comments by theme (e.g., compensation, work-life balance) and sentiment (positive, negative, neutral), revealing insights in minutes instead of days. This means quicker, data-driven recommendations for your leadership.

Executive Briefing Assistant

Use AI to summarise complex internal documents, market reports, or competitor analysis into concise bullet points. This rapidly generates background material and talking points to prepare your business unit leaders for All-Hands Q&A sessions, department meetings, or sensitive conversations. No more sifting through endless reports yourself.

Tone & Accessibility Check

Run draft communications through an AI-powered tool that checks for tone (e.g., confident, empathetic), reading level, and use of inclusive language. It provides instant feedback to ensure your message lands correctly with a diverse, global audience, reducing the risk of misinterpretation and ensuring your comms are truly accessible.

Common questions

Common questions

How do you become a Senior Manager, Employee Communications?

Common routes in include From Senior Employee Comms Specialist (3-5 years as a Senior Specialist), From Employee Communications Manager / Lead at a smaller company (2-4 years in a Manager/Lead role) and From a broader Communications Manager role (e.g., PR Manager, Marketing Comms Manager) (4-6 years in a broader comms role, with significant internal comms exposure). Times vary with prior experience.

Where can a Senior Manager, Employee Communications progress to?

This role can lead on to Director of Employee Communications (3-5 years in the Senior Manager role) and Head of Communications (3-5 years in the Senior Manager role), depending on the skills you build.

What new skills matter most for a Senior Manager, Employee Communications?

Increasingly, AI-Powered Content Generation & Personalisation and Advanced Data Storytelling & Visualisation. These are the skills our record of this role lists as growing.

Free tools

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17Where to go from here

Other roles at Level 6

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in PR and communications

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills in strategic communication, change management and leadership influence apply across industries. Similar senior comms roles exist in large corporations, non-profits and government. The ability to connect with people and explain change clearly is useful in most workplaces.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.