External Affairs Officer, Social Media Lead

The mission of External and Corporate Relations (ECR) is to help deliver financial and political support for the World Bank Group and its mission, strengthen the Bank Group’s role as a global thought leader in development by enhancing and safeguarding its reputation, and supporting operational teams to achieve country outcomes. ECR manages corporate communications and global engagement with key stakeholders, including donor governments, civil society, foundations, private sector, international organizations, and the media, as well as employee engagement. ECR also manages strategic communications for the World Bank’s Regions and Global Practices and leads the management of reputation risk. 

The ECR Editorial and Digital group manages the World Bank Group’s external corporate presence and reputation through its digital platforms. It creates distinct content and creativity that supports the Bank’s mission and work and delivers research and insights, including conducting opinion surveys of all WBG clients and donors.  

Note: If the selected candidate is a current Bank Group staff member with a Regular or Open-Ended appointment, s/he will retain his/her Regular or Open-Ended appointment.   Others will be appointed to a Term appointment of 3-year duration.

Roles & Responsibilities: 

• Working under the supervision of the Head of Digital, the social media lead will:

Editorial

• Lead overall editorial strategy for the World Bank’s Corporate social media presence.
• Prepare and maintain a social media calendar and planning tools in coordination with teams from corporate communications, Global Practices, Regions, and other relevant units.
• Manage social team’s efforts on overall strategies and content cadence and approve editorial schedules for each platform.
• Design and execute Corporate-led social media campaigns and initiatives (e.g., Development Podcast, Expert Answers, #IDA21), working in close coordination with ECR colleagues on content and message development, including localizing campaigns in multiple languages for the corporate channels; ensure coordinated planning and execution with other relevant WBG units.
• Collaborate with Web Lead, and language editors on editorial strategy, content calendar, and asset production across web, multimedia, Practice Groups and Regions. Work with language editors to help implement campaigns in corporate languages as appropriate. Share packages with Web Editors and upload assets and messages to Hootsuite. 
• Lead on digital engagement for the Spring and Annual Meetings and other high-level global priorities. This includes helping Head of Digital to oversee interactive web-based platforms, on-site installations, and gamification in the Digital Media Zone, working with external vendors, coordinating units across the Bank, and managing WBG volunteers for DMZ installations.

Social Strategy Management  

• Ensure a consistent and positive ‘voice’ of the Bank on corporate social media channels, working with units across the Bank Group to adapt content to align on substance and style.
• Coordinate with the Content and Business Intelligence (BI) teams to draft strategies and ensure metrics align with and inform campaign strategies. 
• Provide as needed issue management and timely responses to risks identified on social channels, working with BI team
• Work with channel managers to use data to measure key performance indicators for each corporate channel, continually monitoring progress against our goals and adjusting tactics to achieve positive results.
• Collaborate with the BI team to lead monthly reporting calls on the Bank’s social media performance, identifying opportunities, issues, and areas of influence.
• Continue to build and retain social media followers, increase engagement on social platforms, and devise strategies to increase website traffic through social
• Create and execute strategy for Bank presence on new social channels as needed, e.g. WhatsApp and Threads.

Partnerships and Liaison Management 

• Produce external social packages on strategic initiatives for other organizations and partners. 
• Work with head of Digital to support the President and senior management on travel/missions, coordinating with Regions, MD offices and EXC on content and messaging.
• Advise on senior management’s social media strategy, supporting coordination on key issues and campaigns.
• Develop and expand the Bank’s online community, including influencer outreach and strategies for increasing positive interactions with our social media audience (e.g., responding to questions, live, and other engagement opportunities); advocate for the Bank in social media conversations.
• Identify opportunities to work with other organizations and influencers to support our agenda and corporate priorities; ensure we have a strong and positive voice in social media on our most important issues. 
• Develop and maintain relationships with counterparts at major social media channels (e.g., Facebook, Twitter, YouTube, LinkedIn, etc.) and with counterparts at the IMF, UN agencies, foundations, and other related organizations.
• As needed, oversee the work program and mentor staff/consultants on corporate social media.
• Be a social media best-practice champion and participate in capacity building and training on social media across CommNet.
• Continually seek outside resources and experts to stay abreast of the latest technology and social media trends. This will inform our evolving strategy and tactics—process approvals and security checks with ITS and OIS.

Selection Criteria

• A master’s degree in marketing, Communications plus 5 years of relevant experience or equivalent combination of education and experience in social media management, online marketing or related fields.
• Highly organized with keen attention to detail, ability to prioritize, and able to handle multiple projects concurrently.
• Able to work with staff at various levels, from senior management to unit-level communications staff, to demonstrate how social campaigns deliver impact to broader business and marketing objectives; a proven marketer of ideas and leader in promoting social media as a tool that unlocks new ways of engaging audiences and supporting business objectives.
• Advanced knowledge and hands-on experience with social media platforms (Facebook, YouTube, Twitter, LinkedIn, Google+, etc.) and demonstrated ability to apply creative ideas to engage/interact with them.
• Able to bring out the creative ideas of others and facilitate effective brainstorming.
• Outstanding communication skills, including proven ability to convey complex ideas through clear communication, concise reports, and effective oral presentations; ability to translate technical jargon into business language.
• Excellent copy editing and writing skills to produce top-level content and provide editorial oversight for social media channels managed by other Bank units.
• Experience identifying risks and issues as related to the Bank Group’s work.
• Demonstrated familiarity with and effective use of digital metrics and analytic tools.

Source: https://worldbankgroup.csod.com/ats/careersite/JobDetails.aspx?id=27451&site=1