The internal comms professional as a strategic thinker – Belgian vonk congress 2024

We are executors, coaches, engagers, and most importantly… strategic thinkers

On October 16, Antwerp became the gathering place for 250 Belgian internal communication professionals attending vonk’s annual fall congress. To the backdrop of a beautiful inner city garden, the event combined theoretical insights with practical case studies, panel discussions and networking moments. Through the years, the event has grown its proven track record of providing a holistic view of the challenges and possibilities that shape the field of internal communication. A broad field that requires helicopter views and introspect every now and then, which is why this annual congress is a day of inspiration to many.

This year’s edition emphasised the growing importance of strategic internal communication, demonstrating how internal comms professionals are increasingly positioned as essential advisors in their organisations. From leadership communication to change management strategies: the ever-evolving role of the internal comms professional is in a strong need of strategic thinking and claiming a seat at the C-level table, as we aim for impact and organisational success.

The executor to trusted advisor shift

Dominic Walters, opening keynote speaker and expert from the Institute of Internal Communication (IOIC), set the tone by addressing how employee communication can increase its strategic influence within organisations. His talk underscored that internal comms professionals owe it to their professional selves to make a shift from being executors to becoming trusted advisors. By understanding the broader business context, asking critical questions, and building strong relationships with leadership teams, internal comms professionals can drive meaningful conversations that align with organisational goals. Walters emphasised the importance of trust, openness, and adaptability, especially in a rapidly changing environment influenced by trends like AI and societal expectations from younger generations.

Keep employees close, also through change and shifting digital experiences

Wil Michels, another keynote speaker, had yet again his own divine way of discussing strategies for creating fans, ambassadors, and communities within organisations. He demonstrated that employee engagement begins with positive emotions and a strong organisational culture. Michels’ insights were particularly relevant in today’s competitive talent market, where the ability to retain employees is more critical than ever. And when changing work environments get especially tricky, we listened to Thomas Brion, who debunked three illusions about change management — yet again stressing the importance of having leaders on board. As the fourth keynote speaker, Christiaan Lustig discussed the digital layer in the employee experience, and how fundamental shifts and growing digital applications put yet another responsibility in our laps: bridging many different internal sources and senders into a cohesive approach that doesn’t leave employees lost in communication.

From theory to practice

The congress alternated keynotes with interactive panel discussions that explored topics such as the positioning of the employee communication capability within organisations, or taking up ownership of employer branding. Participants from various sectors shared how they are integrating communication into business strategy. Complemented by cases from the work floor of organisations like Colruyt, AG Insurance and Q8, the day offered real-life examples of how strategic internal communication can drive transformation and engagement. The speakers’ actionable takeaways reinforced the message that internal comms professionals play a key role in shaping both organisational culture and employee experience.