Digital Communication Specialist

How can you make a difference? 

Under the guidance of the Digital Communication Manager, the Digital Communication Specialist (Health: Immunization, Nutrition and Maternal, Newborn & Child Health) is responsible for leading the development and execution of social media strategies, including creating compelling social media content specifically related to UNICEF’s global communication and advocacy priorities on health – Immunization, Nutrition and Maternal, Newborn & Child Health – and contributing towards the strategy and execution of digital editorial content related to the SDGs and child rights.

In coordination with and informed by participation in the relevant project team(s) and working groups, this role will be responsible for leading the planning, development and implementation of meaningful social media content strategies for daily community engagement as well as activations; creating and coordinating key social media activations, engagement strategies and tactics; coordinating closely with colleagues on web editorial, digital marketing, influencer engagement and digital partnerships, monitoring and analysis, and moderation of platforms; and serving as one of UNICEF’s key representatives in its global digital outreach.

Key functions, accountabilities and related duties/tasks:

• Social Media Strategy
• Content creation
• Community engagement and moderation
• Capacity Building, Technical Support, Strategic Planning
• Communication Strategy

DESCRIPTION OF THE ASSIGNMENT:

Social media strategy

• Lead the development and execution of social media strategies and content for the health priority area, working in close collaboration with project teams and subject matter experts.
• The incumbent will be expected to develop social media strategies based on advocacy and communication objectives with paid advertising principles in mind, while working closely with other teams (web, marketing and content), as well other divisions, and country and regional offices to ensure social media objectives and tactics are integrated and aligned.
• This portfolio may at times include leading on or supporting humanitarian emergencies and/or other humanitarian milestones with a strong child health and nutrition angle.
• Lead the social media editorial planning and processes within the assigned portfolio, including strategic guidance to Arabic, Chinese, French and Spanish Digital Language Producers.
• Contribute towards the strategy and execution of social media content related to special projects, UN observances, the SDGs and child rights as needed and based on capacity.
• Work closely with colleagues in the Digital Marketing team to develop strategic and integrated approaches to paid advertising strategies.
• Work closely with colleagues in the Strategic Partnerships section to develop and implement digital influencer/Goodwill Ambassador engagement strategies and activations in line with advocacy and communication objectives.
• Work closely with colleagues in the Content Strategy section to inform the production of high-quality multimedia content for social media channels.
• Liaise and work with graphic designers and agencies to produce graphics, animations and other social content for digital campaigns.
• Represent the Social Media Editorial team in relevant taskforce meetings and ensure two-way flow of updates.
• Work in coordination with the Digital Partnerships team on digital partnerships related to assigned portfolio. Specific tasks may include developing proposals for digital partnerships, participating in partnership meetings and brainstorming, and other related tasks.
• Work in coordination with other GCA teams and Divisions to support UNICEF’s approach to donor recognition and visibility on global channels.

Content creation

• Lead the planning, development, and implementation of dynamic, interactive, and meaningful social media content strategies for the health priority area, as well as daily community engagement on UNICEF’s global channels.
• Lead on the writing of social media packs, crafting engaging content from key messages with paid marketing strategies in mind, as relevant, for the health priority area.
• Demonstrate leadership and initiative in strategizing ways to effectively reach UNICEF’s target audiences through social media channels – as designated by integrated campaign objectives, the Global Communication and Advocacy Strategy, and the Strategic Plan.
• Perform other digital communication and content duties as assigned by the supervisor, including drafting copy based on Press Releases and statements, and other content linked to children’s rights and the SDGs.
• Develop content on the health priority area for UNICEF’s Executive Director, including the @unicefchief X/Twitter account and WhatsApp Channel.

Community engagement and moderation

• Work with the Digital Strategy Section’s M&E and Community Moderation focal points to measure and report on social media efforts and to undertake qualitative analysis to help guide social media content and strategy.
• Monitor and evaluate the performance of social media content on the health priority area and contribute to cross-divisional evaluation reports that measure the impact of UNICEF advocacy and communications initiatives.
• Provide quantitative and qualitative analysis of social media channels and the health priority area content on an ongoing basis, and as suitable, to help refine messages and creative concepts linked to the thematic area.
• Improve UNICEF’s agility when it comes to reacting to and riding the waves of relevant media or social media moments that relate to UNICEF’s mandate, especially tied to the health priority area.
• Monitor and moderate social media channels, flagging risks and opportunities to deepen engagement, including some out of hours/weekend shifts and during emergencies.
• Identify new opportunities to continually improve UNICEF’s presence across digital platforms to deepen engagement with supporters.
• Track activities of other UN agencies and non-profit partners, identifying content to be amplified and shared on UNICEF’s platforms.
• Support in providing analytics reports and provide recommendations on tactics to improve UNICEF’s digital presence.

Capacity Building, Technical Support, Strategic Planning

• Support the Chief of Digital Strategy Section and Digital Communication Manager in the preparation and development of specialized reports, presentations and strategy documents as needed.
• Support other teams in HQ and offices worldwide on their social media strategy and day-to-day social media efforts through structured capacity building opportunities and one-on-one technical support.
• Develop and update best practice social media editorial guidelines and resources.
• Develop training and help lead related webinars/training workshops and other forms of capacity building activities.

Communication Strategy

• In 2024, the Division of Global Communication and Advocacy introduced a new approach to strengthen integrated communication strategies on global communication and advocacy priorities. Within each priority area, one member of the project team is selected on a voluntary basis to serve as a communications lead.
• As needed, the Digital Communication Specialist candidate may be requested to serve as the communications lead for one priority area within their thematic portfolio.

To qualify as an advocate for every child you will have…

Minimum requirements:

Education:

• An advanced university degree in Communication, Journalism, Public Relations, Marketing, or another relevant field is required.

-or-

• A first-level degree in a relevant field with an additional 2 years of relevant professional experience may be accepted in lieu of an advanced university degree.

Work Experience:

• A minimum of 5 years’ experience developing and executing social media strategies, including creating social media content for global/large accounts (500K+ audience).
• Demonstrated success in planning and implementing complex social media campaigns to achieve advocacy goals.
• Proven ability to lead the design and execution of social media strategy.
• Proven ability to write flawless, tight social copy on constant deadlines.
• Proven ability to write and edit long-form digital content and external communication materials.
• Strong copy-editing skills.
• Extensive demonstrated experience with social media platforms including Facebook, X/Twitter, Instagram, TikTok, LinkedIn, WhatsApp Channels, YouTube.
• Ability to translate technical and nuanced information into clear, emotional, and engaging content for broad public audiences.
• Adept at relationship management with diverse stakeholders.
• Extensive experience in process and workflows. Project management experience/qualification a major plus.
• Experience of optimizing YouTube channels and video content for social media channels.
• Experience using tools such as Hootsuite, Emplifi, Trello and Campaign Trackly.
• Experience in reporting on quantitative and qualitative social and website analytics, including Google Analytics 4 is an asset.
• Proven news sense and understanding of what motivates younger audiences – and editorial judgement.
• Strong ability to manage multiple priorities within specified timeframes.
• Awareness of social media communication behaviours in low- and middle-income regions/countries.
• Experience of working with creative/communication agencies is highly desirable.
• Experience of working with digital influencers is highly desirable.
• Understanding of and experience in paid digital marketing and fundraising strategies a plus.
• Experience of capacity building and training a plus.
• Experience in working for the UN, UNICEF or with International NGOs or global organizations is a plus but not essential.
• Experience working on humanitarian response/emergency response is an asset.
• Experience working on maternal health, child health, immunization and/or nutrition is an asset.

Language Requirements:

• Fluency in English is required. Knowledge of another official UN language (Arabic, Chinese, French, Russian or Spanish) is an asset.

Source: https://jobs.unicef.org/cw/en-us/job/577431