Insights from Ragan’s Future of Communications Conference.
You may be in the same role you’ve always had, but the skills behind that job are evolving more quickly than most people realize.
Ty Heath, director at LinkedIn’s B2B Institute, shared insights from LinkedIn’s research on how skills are changing in professional roles during the Future of Communications Conference last week.
“Since 2015, about 25% of essential skills have changed,” Heath said. “By 2023, 78% of the skills in the same roles evolved. Even if you’re sitting in the same team, in the same job, 70% of what you know today might not be relevant tomorrow.”
For comms pros, this means past playbooks no longer guarantee success.
“Twenty years ago, we had comfort in knowing exactly what to do. Today, we’re operating in a world of uncertainty,” Heath said.
Rather than seeing this as a threat, however, Heath said there’s opportunity.
“Skills have become currency,” she said. “The value isn’t just what you know. It’s how you continue to learn, adapt and evolve.”
Professionals who invest in learning new skills and expanding their capabilities will be better prepared for the future, even in roles where AI is increasingly part of the workflow, she said.
“AI can produce content, but humans decide what it means, how to apply it and what deserves attention,” Heath said.
Complex projects require human coordination and contextual understanding, Heath said.
So how can communicators prepare for the new demand? Take these actionable steps to ensure your skills stand out.
- Audit your skills regularly: Take stock of which parts of your role are predictable and which require human judgment. This exercise gives you a roadmap, Heath said. Repetitive or predictable duties can be delegated to AI, freeing time for higher-value work or projects that have been on the back burner, Heath said. If most of your tasks fall into the predictable bucket, that’s a signal to proactively upskill. By identifying which tasks require human judgment, comms pros can focus on developing the uniquely human skills that AI cannot replicate. This includes skills like creativity, discernment, ethical reasoning and storytelling.
- Invest in learning: Don’t wait for your job to change before updating your skills. Learn emerging tools, platforms and methodologies relevant to your work, Heath said. This could include AI content tools, analytics platforms or new media channels, she said. “Even if you’re not switching roles, your skills need to evolve,” Heath said. “The value comes from the combination of what machines can do and what humans can uniquely provide, meaning judgment and connection.” Ensure your skills can help enhance or interpret automated tasks or accomplish something automation cannot, Heath said. If there’s a gap, seek out learning and development courses to help you grow.
- Think in probabilities: In uncertain times, rigid plans are less effective, Heath said. It’s better instead to think with a “probabilistic mindset.” She said: “You can’t predict the future with certainty. Plan for a range of outcomes and adapt as conditions change. This flexibility will help you navigate evolving roles and responsibilities.” Be willing to grow beyond your job title. The work you’ve always done as a communicator may look very different as the skills that matter most continue to change, Heath said. Don’t shy away from new learning opportunities and be open to shifting responsibilities, she said.
- Anchor your work in trust and connection: Some aspects of human behavior are durable, Heath said. “People look for guidance, they want to trust someone and they want to connect with others,” she said. For communications pros, focusing on these constants ensures relevance, regardless of technology trends. Highlight the ways you’ve been a trusted communicator throughout your career and emphasize why and how this contributed to your work, she said. For communicators, this skill is always needed.
- Be an architect of meaning: As content and tools continue to grow, communicators should focus on what matters most in their role and industry. The idea is to become an “architect of meaning,” Heath said. She explained: “Even in an age of infinite content, our role is to decide what deserves attention, to guide interpretation and to ensure that our work resonates.” Being an architect of meaning means you’re the person who brings order to chaos, she said. That includes making strategic choices. What deserves attention? What needs context? What needs to be elevated, simplified or humanized? As tools multiply, audiences need trusted communicators who use judgment to ensure information is accurate, responsible and helpful. AI can help with speed, but it can’t replace that kind of discernment.
“If you want to predict the future, create it,” Heath said. “Decide who you want to become, invest in the skills that matter and guide your work with meaning and purpose. That’s how you stay relevant in a world where change is the only constant.”
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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