The Indian Communications Group (ICG) has released its 2024 Salary Survey Report, with the aim of standardised benchmarks within the communications industry. The report provides insights into compensation trends.

The survey was conducted as a community-driven initiative led by industry professionals Shashank Bharadwaj, Nanda Padmanabhan and Tinu Cherian. 

Key takeaways from the survey include:

• Salary outlook: More than 45% of the salaries fell between Rs. 22.5 lakh and Rs. 62.5 lakh. However, the starting salaries for in-house communication freshers is typically around Rs. 5.3 lakh – 5.8 lakh, although data shows that it can be as low as Rs. 3.5 lakh. 
• Salary increase trends: Median in-house salaries increase with experience, with an average factor of roughly Rs. 2.3 lakh for every year of experience. Approximately 45% of respondents fall within a range of typically anywhere between 1.55 lakh and Rs 3.1 lakh per year of experience, however, nearly one out of three ICGians (30%) fall below this bracket and can be considered underpaid.
• Women’s role in communications: The percentage of women in communications increases from 69% among the freshers to peak at 71% at the 8-10 years’ experience, eventually  dipping to 42% women with experience of 25 years or more. Women disproportionately continue to be the drivers of culture and flexibility at the workplace.
• Diversification of expertise: Communication professionals are looking to expand their expertise beyond traditional areas, to public policy, advocacy and ESG (Environmental, Social, and Governance), reflecting a growing need for diversified skill sets within the industry.
• Disparities Between Agencies and In-house Roles: There is a clear perception among respondents that agency salaries lag significantly behind in-house salaries for similar roles, emphasising the need for agencies to enhance their compensation structures. 
• Transition Period: Respondents typically work for an average of 4.78 years in other communications roles before transitioning to in-house positions, indicating a common career trajectory within the industry.
• Emphasis on Upskilling: The survey underscores the importance of upskilling in areas such as designing, video editing and social media management, as these skills are expected to play an increasingly significant role in communications. Additionally, respondents recognise the importance of leveraging advancements in AI, data analytics and digital transformation. 

These findings highlight the need for addressing salary disparities, providing more opportunities for mid-level professionals, reassessing compensation structures, emphasising continuous learning, recognising the value of corporate communications, and fostering collaboration and support within the industry.

Speaking about the survey exercise, Shashank Bharadwaj, a communications professional and founder of CommsJobs.in, said, “Corporate communications is a strategic business unit and plays a vital role in driving organisational success. As corporate communicators, our role transcends mere dissemination of information – from managing media relations to crafting content, nurturing stakeholder relationships to safeguarding reputation, our skill set encompasses a diverse array of responsibilities. This survey is an attempt to shed light on compensation trends and career progression opportunities within the industry, empowering professionals to navigate their paths with clarity and confidence.”

Added Nanda Padmanabhan, Head – Corporate Communications, BankBazaar.com, “The time women begin to demand pay parity is also the time their numbers in the workforce begin to dwindle. While there are several social pressures also at play here, we cannot afford to disregard the obvious lack of parity in pay at lower experience levels as one of the factors fewer women stick around long enough to rise to the top.”

“Despite the fact that corporate communications have been a rapidly expanding field in India for a number of decades, the lack of industry benchmarks and the stark differences in pay for these specialists have been painful and frustrating.  It is our aim that the study’s findings will empower in-house PR and communications professionals to make more informed decisions about their career paths and to voice for the recognition and fair compensation they so well deserve,” said Tinu Cherian Abraham, ICG Admin, and Director and Head – Global PR  & Media Relations, UST.

For access to the full report, please visit https://commsjobs.in/comms-salary-report-2024/ 

Survey Methodology

The survey, administered to a diverse pool of approximately 700 in-house communications professionals, featured a combination of qualitative and quantitative questions. The qualitative inquiries aimed to capture nuanced perspectives on industry trends, job satisfaction, and challenges, while the quantitative aspects focused on salary benchmarks, experience levels, and demographic information.

The survey was distributed through In-House Communicators Group (ICG) WhatsApp channels, a community group on WhatsApp exclusively for in-house communication professionals, ensuring a broad representation and reliable responses.

Conducted between December 1, 2023, and January 05, 2024, via a web-based platform, the data serves as a foundation for understanding of the current landscape of in-house communications salaries and the factors influencing compensation trends in the industry.