One of the perennial issues for intranet managers and teams is where to move their careers. Where should they go and what should they do next? Go and manage another intranet? Take on a wider digital post? Web stuff? Internal comms? Or go and grow carrots somewhere peaceful?
In the absence of a massive win on the lottery, the next step in the careers of the intranet team can be complicated. The principle issue is that there is no such thing as a nice standard and thoroughly linear career path in the intranet world.
This is largely down to the multi-disciplinary nature of the profession. Those who end up managing intranets come from a variety of backgrounds including internal communications, IT / tech, administration, Knowledge Management, involvement in websites, HR and even the core professions of the organisation. Some of those individuals will have entered the intranet world completely by accident.
Most of the professions where intranet teams first got their training have traditions, structures and roles which provide some sort out of established career path. But there is no clear progression in the intranet world.
Nowhere to go
It is true that there is a growing number of highly professional individuals who have managed intranets and understand the processes and nuances of the channel, and then go on to manage other intranets. But intranet teams in most organisations tend to be small, and inevitably individuals hit a ceiling pretty quickly, finding that there is now nowhere for them to go.
Perhaps the team can expand, or the remit of the intranet can expand, but these tend to be temporary. Eventually there will be nowhere to go, resulting in some truly excellent intranet managers who have been in one place for a very long time.
Another complication in intranet career paths is the identity crisis that intranets are going through now. There is a lingering perception that intranets are rather backward and useless, an unnecessary anachronism for awful corporate messaging. But actually most intranets have far more value and go way beyond internal communications.
However if the perception of intranets are bad (and it is among some organisations, and therefore among some employers) then does branding yourself an intranet person potentially limit your options? Are you associated with a channel which is misunderstood and does not reflect the wide skill set needed to run it? Do you need to be a digital workplace professional?
However despite careers not being straightforward there are lots of options for next steps for intranet teams. Here are some of our ideas.
Onwards and upwards
You could carry on being an intranet manager but in a place which is a greater challenge. That is a good step especially if you’ve cut your chops in a smaller organisation, or there are opportunities for internal promotion. Go for a bigger organisation, a bigger team, a bigger budget, bigger responsibilities, a global intranet or a challenging implementation from scratch. The only way is up.
Gun for hire
One option if you want to stay in the (strange) world intranets is to go into contract work, usually shifting from position to position every six months to a year. There are roles which come up through maternity leave, or on projects and implementations. This is also a good option if you want to get experience of a new technology, wish to bide your time or always get itchy feet if you stay with any organisation for too long.
Digital channels head
A fairly typical next step for intranet chief is to become digital channels chief. So you may inherit the website and quite possible the collaboration platform. As digital becomes recognised as important at a strategic level, this is potentially a good move to make a contribution to your company.
Digital workplace chief or Chief Digital Officer or something like that
This is really one above a digital channels head, and is really about being given a mandate to drive and implementing digital strategy. There’s been some interesting things written about this, for example by our colleagues over at DWG.
Return to roots
One choice is to regard your intranet role as an amusing diversion and return to what you were doing previously before what you might regard now as a career cul-de-sac. Perhaps you were in a pure marketing role, perhaps KM or HR. Or even a frontline role. Of course options to return to your roots may diminish the longer you’ve spent wrestling with intranets.
Depending on the nature of your role and what you were doing before, rising through the ranks in the internal comms world may be an entirely sensible option. Intranet management gives you a good grounding in all things digital, community management. social and even mobile, and that stuff is the future of internal communications after all. Apparently.
Let’s get techie
Intranet managers, particularly in smaller companies, tend to pick up lots of technical skills on the way. If you love a bit of coding on the side then a more technical direction for your career may be worth considering. IT departments tend to lack people with solid experience on the business implementation and internal customer side so your mix of IT and intranet management could be relatively unique.
Perhaps it’s time to specialise? UX, content strategy, metrics and data, search, change management, project management and even community management are now established roles and have value well beyond the intranet. There are even some professional bodies across these roles.
It is not just combining IT skills and intranet management experience that can open doors. Mixing experiences and specialisms builds a USP which might mould future roles around your background. For example I’ve found my intranet and collaboration platform experience when mixed with my professional writing activity has definitely helped my career.
Moving to the dark side
An option is to join the providers and work for a consultancy, agency or software vendor operating in the intranet space. There are options for consultants, community managers and behind the scenes people. Companies and vendors absolutely value real solid experience, and so do their customers. There are even notable examples of ex-intranet managers going off and creating intranet software and selling it.
Of course we speak from experience as we are now wielders of dark forces ourselves. Our experiences are overwhelmingly positive. Most people in the industry are very nice and openings often emerge out of relationships built working with providers while an intranet manager.
Do something else
Of course you could go and do something else entirely. You could retrain. You could do something which is more values driven. You could even go and launch that business you dreamed about. One thing we can guarantee is the multi-activity and multi-stakeholder nature of being an intranet manager will have held you in good stead somewhere along the line and allow you to draw on that experience whatever you do.
Whatever you choose to do, good luck! Intranets are an interesting career choice and despite the frustrations which can be involved, these are invariably outweighed by the positives. Tell us where you got started and where you are headed in the comments!
I had promised Steve that I would disagree on principle with this post, because I always seem to agree, yet my vicious red pen remains in my pencil case of doom. I’ve always been a square peg, and if you identify as an intranet person you will too. Always in the middle, not one thing or the other. Interstitial and loving it. There is far too much black and white in modern organisations and intranet people operate in a world of nuance. I started hand-coding HTML in MS DOS Edit principally because I could and it has led me a strange and entirely unanticipated path. I’m rushing headlong towards the unknown and ephemeral world of the digital workplace, where nothing appears to make any sense and no one is in charge. Be a maverick, be ready for anything, move with the opportunities and be prepared to be asked to write your own next job description. Just don’t expect to easily explain yourself at parties when someone asks what you do. I hate that.