Dubai: Internal communication at organisations across the Middle East is set to take on a new dimension with the launch of the Institute of Internal Communication (IoIC) UAE network, spearheaded by leading employee communications and experience agency, The Engage Group.

IoIC – the UK’s only dedicated internal communications professional body – has been set up in the Middle East to pioneer the profession and shape the future of the sector in the region. The UAE network was launched by Dubai-based employee communications and experience agency, The Engage Group, which celebrates 10 years of operation this year. 

Brett Smyth,  CEO and founder of  The Engage Group, said: “For 70 years, the IoIC in the UK has helped organisations and people succeed through promoting internal communication of the highest standard. As Engage celebrates our 10th anniversary, we are delighted to launch our own IoIC network here in the region.

“The Middle East has made great strides in the internal communication and employee engagement sector over the last 10 years. At Engage, we have witnessed a greater awareness among business and government leaders of the benefits of effective people engagement, more internal comms jobs being advertised, an uptick in the use of new digital communications channels and more demand for our own services, especially in the wake of Covid-19.

“But there is still much work to be done. Internal communication is often treated as an afterthought, like a second cousin to PR and marketing communications when, in reality, it should be front and centre of any business.” 

Research shows that employees are largely in the dark when it comes to how they can make a difference at work. According to Gallup, nearly 75 percent of staff don’t know how to contribute to their company’s success because the internal comms function is either non-existent or doing a poor job.  Gallup’s recent UAE workplace study revealed that over half of the UAE workforce is not engaged – employees fulfil basic job requirements but little more. A strong internal communication strategy can change this.

Brett Smyth added: “Organisations pour millions of dollars and thousands of employee hours into business strategies, expansion programmes, branding and more. Yet, all too often, the employees tasked with implementation and delivery know little or nothing about company plans or how they can help turn their employer’s vision into a reality.” 

Jennifer Sproul, Chief Executive of the IoIC, based in the UK, is excited about the impact internal communication can have in the region. “Our vision is a future where internal communication has a place at the leadership table and is seen a trusted strategic advisor. Through the IoIC here in the UAE, professionals will come together to shape the future of internal communication, employee engagement and organisational culture by supporting each other, learning from peers, setting professional standards, fostering change and celebrating success.”

Professionals in the region can join the internal comms conversation on LinkedIn, and sign up to the UAE IoIC network by emailing To become a member of the IoIC, visit the membership page of the website.  


Media contact: Rebecca Rees at

About The Engage Group (

Founded in 2013, The Engage Group is the Middle East’s leading employee communication and experience agency. Engage’s talented team creates world-class employee experiences by blending behavioural psychology, expertise and creativity to drive organisational success. Engage knows that the world’s strongest organisations are powered by their people and has solutions designed to inspire success from the inside out because, when employees feel informed, empowered, and inspired, they’ll go the extra mile to help the organisation succeed.