Job responsibilities
Scope and range
To act as the digital communications specialist, providing expert and creative advice on all aspects of digital communications, including best practice, structure (architecture), design and usage supporting campaigns and raising the profile of the organisation. Also, to develop tailored copy and campaigns to engage with our diverse audiences and extend the reach of all of our digital platforms.
Main duties and responsibilities
To develop and implement a digital communications plan which supports the overarching communications strategy for the trust and its objectives and priorities. And to:
- Create, develop, write content and manage content for our website
- Create, develop, and write content and manage content for our extranet
- Lead on the development of video communication materials for use in campaigns, storytelling for use across our digital platforms
- Project manage the development and design of existing and future internal and external websites
- Advise and train relevant staff members in developing and uploading content for their own areas
- Co-ordinate web updates across departments
- Proofread all online content
- Track and report onsite metrics
- Monitor and manage social media presence
- Ensure that all digital communications are developed in-line with the corporate brand guidelines
- Support the communications team and other members of staff in developing branded materials and campaign graphics
- Create templates (leaflets, posters, booklets, etc.) and manage a library of resources for staff on the extranet, including templates, images, graphics and logos
- Create graphics and other bespoke design elements for internal and external marketing materials, online and print projects
- Source content and create and update public-facing digital information screens and staff-facing screensavers in partnership with the communications officer
- Support the delivery of an effective 24/7 on call media and communications service
Specialist knowledge, research and development
- To actively research the latest digital trends and technologies by attending relevant events, workshops, seminars and webcasts and by sourcing information from a variety of places including websites, blogs and forums
- Maintain productive working relationships with the trusts IT services to help foster the development of new technologies that can help develop our digital media
- Carry out regular competitor analysis, both within the health sector (NHS and private health) and within the wider world of digital communications
- To lead the trusts own research into our digital audiences, identifying their needs and developing our digital strategies accordingly
- To analyse complex website usage data and use this to feed into decision making processes, strategy and planning work
Project management responsibilities
- To ensure any projects are delivered on time and within resource
- To ensure projects are closely and continually monitored. Where appropriate, the post holder will revise and update project plans accordingly. To regularly report and present on project progress to relevant senior staff and stakeholders
- To facilitate post-project evaluation, and feedback to appropriate staff and stakeholders through written reports and formal presentations
- To develop pre and post project procedures to ensure projects are delivered on time and to budget
- To problem solve any issues that arise during a project and take the most appropriate course of action to ensure issues are dealt with quickly and effectively
- To effectively present complex information about our digital media channels to a diverse range of our people, board, senior management, external stakeholders and suppliers
- To negotiate and persuade senior staff and stakeholders to agree to requirements and/or deadlines that the post holder deems necessary
Other duties to include:
- Contribution to the day-to-day running of the communications department and developing the digital skills of other team members
- Taking calls from the media and referring them to other members of the team where appropriate
- Provide office cover and assistance in the event of major stories or issues affecting the trust
- Provide communications support commensurate with the post
To undertake any other duties that may be required in relation to the provision of an efficient and effective communications support function.
Systems and equipment
Experienced user of:
- Website content management systems
- Video editing software
- Adobe Creative Cloud including Adobe Premiere Pro
- MS Office
- InDesign
- Canva
- iMovie
- Camera for photography and video creation
Decisions and judgements
The digital communications lead will be responsible for the delivery of the corporate digital strategy and be responsible for liaising with a wide range of internal and external stakeholders. They will:
- Represent the trust when making visits to external stakeholders and suppliers
- Provide advice to staff and services on their communication requirements, providing guidance to ensure outputs conform to corporate identity and all other guidelines
- Prioritise, plan and remain efficient and organised, while dealing with a range of competing demands under pressure
- Plan, identify and manage risks, meet deadlines etc.
- Work autonomously as well as within a team
- Be proactive
- Participate in any ad-hoc events where the communications team require support, which may be outside of standard working hours/days
Communications and relationships
The digital communications lead will engage with and manage working relationships with:
- Communications team members
- Executive directors/non-executive directors/clinical and corporate divisional leaders
- Clinicians
- Senior managers and heads of service
- IT team
- Website developers
- External stakeholders, including other health and care providers
- Design/creative/development agencies
Physical demands of the role
The role is office-based using a PC and screen. There is also ad hoc involvement in supporting the management and running of corporate events and critical/business continuity responses.
Most challenging parts of the role
- Managing and meeting competing deadlines
- Responding to and managing negative comments on social media platforms
Knowledge, training and experience required to do the job (person specification)
Essential:
- Degree level qualification in English, communications, journalism or a related field or equivalent experience
- Excellent IT skills; advanced knowledge of Microsoft Office applications; Adobe design software or equivalent programme and desktop publishing
- Experience and familiarity in using video editing software, photography, video and multi-media production
- Knowledge of key elements of web layout and design
- Knowledge of effective communication via social media channels
- Passion, creativity and energy
- Experience of using and maximising the use of digital communications and social media
- Excellent written skills
- Excellent communication skills at all levels
- Self-motivated and innovative thinker
- Able to work autonomously as well as within a team
- Professional in matters of confidentiality, security, integrity, honesty, performance, attendance and appearance
- Experience and confidence in using social media and desire to find new and innovative ways to communicate with staff, patients and the community through digital networks
Desirable:
- Qualification in digital communications
- Knowledge of the NHS
- Experience of developing a social media strategy and related policies
