Digital Content Officer

JOB DESCRIPTION

Job Title: / Digital Content Officer / Grade: / SG5
Professional Services Directorate: / Communications and Recruitment / Effective date of job description: / April 2016
Directorate section / Marketing Communications
Role reports to: / Content Manager (SG8)
Direct Reports / None
Indirect Reports: / None
This role profile is non-contractual and provided for guidance. It will be updated and amended from time to time in accordance with the changing needs of the University and the requirements of the job.
PURPOSE OF ROLE:
  • To provide an effective digital media support function for the Communications and Recruitment Directorate and other Directorates and Faculties on behalf of the institution
  • Help ensure digital media contributions are on brand which works across all channels whilst managing customer expectations as appropriate.
  • Help ensure that the agreed content as designed has a high visual impact and meets corporate guidelines
[Design content context is that primarily used for advertising or marketing to target audience groups]
KEY ACCOUNTABILITIES:
Team Specific:
  • Develop digital content applicable to the range of communications channels utilised by the University including social media, web and CRM
  • Create content which incorporates all the brand elements (messaging, insights from marketing team and audiences)
  • Edit digital content including photographic and video material to create the finalised content package for different digital channels
  • Publish information in digital channels using dynamic content such as designed elements, video and photographic images
  • Work with other content producers across the University to develop content to fully engage students and other audiences
  • Develop content that persuades different audiences and raises brand awareness, direct response and engagement levels across the University
  • Ensure brand compliance while giving the University a visual brand personality
Self:
  • Must possess a good understanding as to how the brand message works across different channels/audiences in order to make effective use of digital content opportunities
  • Must be able to demonstrate ability to write across different audiences and channels e.g. students, schools, colleges, business, key note speakers (internal/external influences)
  • Must ensure that digital media follows the corporate identity
  • Be able to ensure that the designed concepts suit purpose and demonstrate effectiveness
  • Be able to demonstrate good practical understanding of digital communication channels
  • Must be able to demonstrate effective presentation skills and the ability to influence others
Generic:
  • Must be willing to embrace the shared values and required behaviours of the Communications and Recruitment Directorate staff (Aspiration; Confidence; Creativity; Professionalism and Responsibility)
  • Must have effective communication skills both verbal and written to ensure that effective social media partnerships are forged and maintained using appropriate communication which is understood by all parties
  • Must be competent and comfortable when explaining to customers/stakeholders why a particular social media approach has been used, evidence based by easily understood
  • Set the content strategy and objectives against each social channel (likes growth, reach, engagement, leads and sales)
  • Build brand awareness, generate inbound traffic and cultivate leads
  • Blogging, generating great design and brand discovery (ideal customer description)
  • Community participation and leadership to realise the brand
Managing Self
  • Maintain a professional approach at all times
  • Manage work effectively and deliver under pressure
  • Work with other staff effectively to maximise the division’s performance and outputs
  • Hold regular one-to-one briefing meetings with the Social Media Content Co-ordinator to update him/her on progress against agreed objectives etc.
Core Requirements
  • Commitment to key strategic priorities of the Directorate and the University
  • Willingness and ability to travel to work place locations within the UK and overseas
  • Adhere to and promote the University’s Equality and Diversity policies
  • Ensure compliance with Health & Safety regulations
  • Support and promote theUniversity’sSustainabilitypolicies, including the Carbon Management Plan,and carry out duties in a resource efficient way, recognisingthe shared responsibility ofminimising the university's negative environmental impacts wherever possible.
  • Any reasonable work-related request asked of the role holder by management

KEY PERFORMANCE INDICATORS:
The Marketing Communication Team KPIs are:
  • Raise brand awareness
  • Raise direct response
  • Raise student engagement levels
  • Raise student satisfaction
  • Raise stakeholder engagement and the value of the department to the institution and its audience

KEY RELATIONSHIPS (Internal & External):
  • Director of Communications and Recruitment
  • Other teams within the Communications and Recruitment Directorate
  • Other colleagues in the directorate
  • Directors of Professional Services
  • Heads of Departments
  • Colleagues within faculties with marketing responsibilities

PERSON SPECIFICATION
Essential
Experience
  • Knowledge and experience of traditional marketing
  • Relevant demonstrable experience of delivering social engagement in a variety of different organisations
Skills
  • Good team working skills.
  • Excellent organisational skills.
  • Ability to work accurately and effectively under pressure.
  • Accurate and engaging writing skills
  • Excellent interpersonal and communication skills
  • Creative and proactive.
  • Excellent IT skills including use of Microsoft Office packages and specialist design packages e.g. inDesign.
Qualifications
Degree or equivalent social marketing experience / Desirable
Experience
Project Management skills
Delivery of digital media work in a Higher Education institution
Skills
Qualifications

Date HERA procedure completed: 13 April 2016