Fixed term for 2 years, (due to the discretionary nature of the income of Unipol Student Homes in view of its charitable status)

Transcription

1 Unipol Student Homes Digital Marketing Coordinator (January 2017) Fixed term for 2 years, (due to the discretionary nature of the income of Unipol Student Homes in view of its charitable status) This is an important post and reflects the high priority given by the charity to expanding its digital and social media output and encouraging a greater profile and ever increasing engagement of its customers with all of its services through digital communications, particularly social media, marketing and the web. The Digital Marketing Coordinator will be expected to work with creativity and initiative to both develop and extend communications channels and establish new ones as digital innovation evolves. The Digital Marketing Coordinator will lead a newly established Social Media and Marketing Group, with a membership of the Hub Marketing Officer, the Housing Services Coordinator and the Tenancy Support Officer (all of which have key roles in marketing and communications with user Groups). In this role, the Digital Marketing Coordinator will lead on a digital marketing strategy for the whole organisation. The successful candidate will be a digital marketing expert with demonstrable experience of creating integrated campaigns across digital and social media that gets results and must be capable of high quality writing and proof reading as well as having excellent planning and organisational skills. Keyboard skills are vital as is experience of Microsoft Office. Experience of web based content management systems, HTML, graphic design, and photo and video editing would be an advantage. Experience of delivering a digital communications strategy would also be desirable. The Digital Marketing Coordinator works as part of the Student Interface Team that is tasked with developing innovative ways to engage users with the charity s services and is answerable to the Assistant Chief Executive - Standards and Projects. In addition, the post holder will work closely with colleagues with specific marketing responsibilities within the organisation including the Lettings Officer, the Housing Manager, and Assistant Chief Executive Hub Services. The post will require working productively with many other staff across the organisation in order to engage with Unipol s main client groups of students, tenants, stakeholders and Unipol Training customers and deliver increased usage and custom in a number of important areas. The Digital Marketing Coordinator is based in Leeds but, from time to time, will be expected to work with staff across the organisation in its other locations of Bradford and Nottingham. This post involves taking first line responsibility for: using social media and digital communications to drive business to Unipol services including the website, training and letting the property portfolio undertaking relevant, content-driven campaigns across social media, that supports Unipol s aims leading communication activity on social media include Facebook, Twitter, LinkedIn and Instagram

2 using social media and other analytical tools to track activity in order to measure the impact of all digital communications activity and its effectiveness at increasing usage of Unipol s services, providing detailed reports to refine activity having an in-depth knowledge and understanding of Social Media platforms, their respective participants (Facebook, Twitter, Snapchat, Google+, YouTube, Instagram, Pinterest etc.) and ensuring Unipol deploys social media platforms that are relevant to its customer segments keeping up to date with social trends and suggesting ways of improving and expanding digital communications monitoring, listening and responding to users on social media supporting the delivery of digital inclusion and engagement for tenants championing digital communications and the opportunities within the charity. This is an exciting and challenging post which requires a mix of skills ranging from simple administration tasks such as maintaining mailing and marketing lists, to complex skills such as planning and co-ordinating campaigns with multiple partners across social media channels. Working across the organisation, but with areas of personal responsibility, the post holder must have excellent team work and communication skills, but also be able to work independently and on their own initiative. All those working in Unipol are jointly employed by Unipol Student Homes and the University of Leeds. Unipol, the University of Leeds and the other universities and organisations are multi-cultural communities, which value diversity. The Digital Marketing Coordinator is expected to treat all individuals fairly, with dignity and respect and contribute to creating a safe, supportive and welcoming environment for all. University Grade 6 ( 26,052-31,076 p.a.) according to qualifications and relevant experience. Informal enquiries may be made to Sian Davies tel +44 (0) , jobs@unipol.org.uk. Ref: CSUNI1019 Click here for further information about Unipol Unipol Student Homes is a company limited by guarantee, registered in England and Wales NO Registered Charity No

3 Specific Duties of the Post: Digital Communications and Social Media The Digital Marketing Coordinator will be responsible for: co-ordinating all social media activity across the organisation designing and implementing communication activity across social media platforms with the aim of building Unipol s brand, increasing usage of Unipol s services and increasing customer numbers and income maintaining an active presence on Unipol s existing platforms including Facebook, Twitter, LinkedIn, Instagram and Pinterest increasing subscribers and followers ensuring that the correct social media platform and tone of voice is used for each customer group to maximise subscriber numbers using web analytics and social media platforms to understand and optimise the customer s journey online and providing detailed reports to inform how traffic arrives at our websites via various communication channels continuing the development of a content calendar and series of planned campaigns that target followers and subscribers with the aim of driving users towards Unipol s websites and income generating services. Progress against this will be measured against established targets measuring and reporting on the success of Unipol s digital communications and social media activity using tools such as Google Analytics tools including goals and campaigns working with identified staff across the organisation to deliver a programme of digital communications that meets with Unipol s aims monitoring all of Unipol s social media platforms for comments and messages and ensuring these are responded to in a timely fashion, referring any specialised requests to the appropriate member of staff supporting the development of Unipol s brand and creating content that demonstrates our brand values reviewing content on digital media to spot trends and bringing this learning back to the organisation so that decisions can be taken on what to integrate into current and future activity, attending relevant training and conferences ensuring that new ideas and opportunities for development of Unipol s social media presence are given due attention and, in discussion with the Assistant Chief Executive - Standards and Projects, (and other staff from time to time) are brought to fruition identifying threats to Unipol s reputation in user generated content surrounding the business and reporting notable threats to Senior Management within Unipol conducting market research to understand how our audiences engage with Unipol digitally in order to ensure the digital communications activity is effectively reaching those target audiences editing sections of the Unipol website

4 Digital Content and Campaign Activity The Digital Marketing Coordinator will deliver campaigns and produce digital content that promotes Unipol services to students, landlords and staff in the student accommodation sector through Unipol Training. In this respect they will: engage Unipol s social media followers and subscribers with Unipol s brand by posting engaging content on a daily basis undertake planned, content driven campaigns at key points of year on a range of defined topics, working with stakeholders and multiple staff using a range of media channels take the lead in creating a varied range of content on social media and the web of interest to Unipol s users that promotes Unipol s aims and timetable of activity, using a variety of media including written materials, blogs, video, photo and graphic design. utilise and manipulate graphic design and video editing to create visually engaging content create content that fits within Unipol established brand parameters and promotes and protects the image and reputation of Unipol ensure that existing content and copy produced by other staff in Unipol is utilised on social media channels support other staff in the organisation to create content that contributes to the content calendar established by the Digital Marketing Coordinator developing a Unipol blog with the aim of increasing usage of Unipol s services, promoting this blog through social media support the development of the Unipol website including providing web copy and feeding back to the relevant member of staff with control of that area if additions to or improvements can be made to content take responsibility for placing items of student focussed news on the news sections of the Unipol website oversee design of social media platforms (i.e.: Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, Twitter profile, and blog) expand Unipol s use of video content, filming and editing videos for use on social media and the website support Unipol s use of marketing, growing the database of subscribers and customers and targeting these groups with html campaigns to grow customer engagement and business for the organisation. This will involve working closely with the staff in each department with responsibility for this ensure the digital content is optimised for search engine optimisation. Acting as a Key Resource for Unipol s Digital and Social Media Communications The Digital Marketing Coordinator will have the key responsibility within the organisation to lead the development of Unipol s social media and digital communications expertise, which entails: advising, supporting and engaging other staff to get maximum organisation wide benefits and to increase audience engagement and loyalty

5 delivering training to all relevant staff on digital skills and Unipol s social media policy working within Unipol s existing social media policy and making recommendations for its further development overseeing marketing across the organisation to increase its effectiveness, including providing training and guidance to staff who use these applications on the best way to create engaging messages contribute to the development of the digital and social media strategy undertaking an annual report of Unipol s social and digital media activity, to ensure that activity continues to be engaging to Unipol s customer and user group managing all social media accounts and digital communications using appropriate technology maintaining an overview of the social media accounts of other staff posting as part of their role at Unipol keeping a watching brief on developments in the field of social media and digital communications and sharing matters of interest with the Assistant Chief Executive - IT and Communications and the Assistant Chief Executive - Standards and Projects investigating and undertaking paid advertising on social media, within a defined expenditure limit, and reporting on its impact. Tenant Engagement and Community Building Unipol uses digital and social media to communicate with its own tenants and also to create a space for them to network. This forms an important element of Unipol s tenancy support activity for students who are new to their accommodation, enabling them to establish friendships and informal support networks before they arrive, and also answering pre-arrival questions through the provision of comprehensive information online. The Digital Marketing Coordinator will: support the effective use of annual groups for each of Unipol s residences that accommodates new to Leeds students use these groups to create community and networking amongst tenants. work with the Housing Management Officer for each hall to ensure they are also administrators for each group and take an active role in responding to tenant enquiries and placing content on the groups expand on Unipol s current social media activity with tenants to create brand loyalty and engagement, with the aim of supporting tenant retention working with the Tenancy Support Officer, keep Unipol's own tenants informed about Unipol s other areas of activity including the Unipol Codes and bureaux activity. Unipol Lettings Activity Letting Unipol s property portfolios in Leeds and Nottingham provide over 85% of the charity s income and the Digital Marketing Coordinator will play an important role in using digital and social media communications to support Unipol s letting activity, working closely with the Housing Manager. This will involve attracting new tenants and encouraging existing tenants to stay with Unipol and promoting the unique benefits of living with Unipol.

6 The Digital Marketing Coordinator will: assist in letting the Unipol property portfolio by using digital communications and social media, working closely with the Housing Manager to develop existing activity and explore new methods of promoting Unipol housing to new and existing tenants enable staff who deliver on the lettings strategy and Unipol s house hunting strategy to fully utilise digital media as a communication tool by delivering suitable training and support to them assist with the use of marketing, growing Unipol s database and targeting it with appropriate messages, working closely with the Lettings Officer to ensure a timetable of messages measure the impact and effectiveness of all digital communication and social media in this area using suitable analytics and metrics. Promoting Student Empowerment and Choice Unipol s charitable aims include expanding consumer choice and quality in student accommodation and to support this aim it operates an accommodation website and accreditation schemes in Leeds, Bradford, Nottingham, and the National Codes for purpose built student accommodation. The Digital Marketing Coordinator has a key role in the organisation in supporting the delivery of an information strategy that seeks to create informed and empowered consumers through the delivery of timely house advice and information, working across all Unipol sites in Leeds, Bradford and Nottingham. The Digital Marketing Coordinator will have the key responsibility within the organisation to use social media to undertake relevant, contentdriven campaigns across social media that support the interface between students and Unipol, working with the guidance of the Assistant Chief Executive - Hub Services and Housing Hub administrators to formulate key messages. Unipol Training The Digital Marketing Coordinator will assist the Training and Events Officer to increase the number of delegates who attend Unipol Training events and to achieve this will: Governance increase delegate numbers at Unipol Training events by utilising social media and digital communications to promote the training programme and build on Unipol s reputation in the sector increase Unipol s following and engagement with professionals on Twitter and LinkedIn maximise response rates and bookings as a result of marketing explore the possibility of sharing training content online via social media in order to increase delegate numbers. The Digital Marketing Coordinator may be asked to attend certain meetings of the Portfolio Committee or Unipol Board when directed and will prepare reports for the Assistant Chief Executive - Standards and Projects or the Deputy Chief Executive.

7 The Digital and Social Marketing Co-ordinator will convene and lead a newly established Social Media and Marketing Group with a membership of the Hub Marketing Officer, the Housing Services Coordinator and the Tenancy Support Officer, all of which have key roles in marketing and communications with user Groups. The Group will meet four times a year and the Digital and Social Marketing Co-ordinator will carry out an on-going review of the marketing strategy for the whole organisation and the Group will examine the operational success of the plan s component parts. Finance The Digital Marketing Coordinator will take responsibility for: following all of the normal day to day financial procedures required of them whilst undertaking their duties ensuring that projects are developed within the budgets agreed by the Director of Finance or the Assistant Chief Executive - Standards and Projects, drawing to their attention any overruns or likely overruns at the earliest stage within a project taking first line responsibility in respect of operating within given budgets in respect of certain designed areas of operation the production of information and estimates required for preparation on annual budgets and management and control of delegated budgets ensuring expenditure/commitment in accordance with procedure levels of delegated authority and financial control/audit requirements. Computer Systems The Digital Marketing Coordinator should have an ability to use Microsoft Office software. General Duties The Digital Marketing Coordinator will also undertake such general duties within Unipol as from time to time may be required and shall accept periodic revisions of this job specification where transferable skills are utilised. University Values All staff are expected to operate in line with the university s values and standards, which work as an integral part of our strategy and set out the principles of how we work together. More information about the university s strategy and values is available at

8 Person specification Essential Skills and Experience Desirable Excellent verbal and written communication skills High standards of accuracy and attention to detail A team player A digital and social media expert who can work with others to realise the potential for social media Knowledge of emerging digital and social media trends Understanding of and interest in Unipol s role in the student accommodation sector, both locally and nationally Strong interpersonal skills including a proactive and positive approach with a focus on collaboration and finding solutions Knowledge of Microsoft Office, PowerPoint, Excel, Outlook Experience of planning and delivering digital and social media campaigns and targeted engagement activity which delivers results Experience of acquisition and maintenance of followers on social media channels Experience of social and web analytics and report writing Experience of marketing campaigns. Skills and Experience Ability to use web based content management systems, HTML Graphic design experience Photo and video editing Experience of using and reporting on web analytics to measure social media and digital campaigns

9 Additional Information The University offers generous terms and conditions of employment, a wide range of benefits, services, facilities and family friendly policies. Full details are available on the Human Resources web pages accessible at The Partnership The Partnership has been developed by students and staff and describes the mutual expectations of us all as members of the University of Leeds community. More information about the Partnership is available at Criminal Record Check A criminal record check is not required for this position, however, all applicants will be required to declare if they have any unspent criminal offences, including those pending. Any offer of appointment will be in accordance with our Criminal Records policy. You can find out more about required checks and declarations in our Criminal Records information. Disabled Applicants The post is located Unipol Student Homes. Disabled applicants wishing to review access to the building are invited to contact the Unipol directly at jobs@unipol.org.uk or telephone Sian Davies on + 44 (0) Disabled applicants are not obliged to inform employers of their disability but will still be covered by the Equality Act once their disability becomes known. Further information for applicants with disabilities, impairments or health conditions is available in the applicant guidance.

10 General Information Unipol is a housing Charity established in 1973 by the University and the then Polytechnic in Leeds in co-operation with their Student Unions. In 1997, Unipol became an incorporated Charitable Company with a Board structure. Unipol provides assistance in finding and supplying housing for students in Nottingham, Leeds and is the main private sector service supplier for the University of Bradford and Bradford College, Leeds Beckett University, the University of Leeds, Nottingham Trent University, The Northern College of Contemporary Dance, Leeds City College, Leeds College of Art and Leeds College of Music. Unipol fulfils four distinct but connected roles: - it runs three Housing Hubs providing a forum in which owners can advertise their properties. Although owners are asked to pay a fee for Unipol's services the Housing Hubs are partially funded by the institutions listed above. Unipol's websites, which centralises all private sector vacancies, are a major source of information and advice for students and receives around 100 million hits a year - it has its own Housing Section which develops, takes into ownership and manages refurbished properties and lets them directly to students. Unipol is currently responsible for housing around 3,000 students (including over 310 student families) located in Leeds, 179 students in Nottingham and 59 students in Bradford - Unipol runs a number of successful voluntary accreditation schemes for owners letting to students, Unipol runs the Unipol Code that covers 55% of the off street property market in Leeds, 45% in Nottingham and 55% in Bradford. The Codes are designed to maintain and improve property and management standards. In addition Unipol is also about to start operating a small accreditation scheme for the University of Exeter. Unipol has a stake in two Government Approved Codes of Practice dealing with larger student developments in the United Kingdom. Unipol currently accredits an estimated 258,000 student bed spaces. - through its training arm "Unipol Training" Unipol is the main national trainer in the niche market of student accommodation, running a full annual programme. The training arm also undertakes some bespoke in house training and a number of briefings for different constituencies. Unipol has in-house training facilities in both Nottingham and Leeds. Unipol is currently following a Forward Look designed to maintain and upgrade its services to meet the increasing needs of its student clientele and increase its own accommodation services. A copy of this can be found at on Unipol's website. Unipol is organised into six operational areas: i) the Senior Management Team consists of the Chief Executive, the Deputy Chief Executive, the Director of Finance, the Assistant Chief Executive - Hub Services, the Assistant Chief Executive - Housing, the Assistant Chief Executive - Standards and Projects and the Assistant Chief Executive - IT and Communications.

11 The Chief Executive and Deputy Chief Executive are supported by an Office Administrator and Code Complaints Investigator. ii) The Student Interface and Standards Team is headed by the Assistant Chief Executive - Standards and Projects who oversees all accreditation and tribunal systems (currently five), the conferences and training operation (with the Training and Events Officer) and the Digital Marketing Coordinator who is an important part of this team and develops and co-ordinates the growing use of social media throughout the charity. iii) the Housing Services team is currently in a state of transition and the organisation is midway through merging the housing services team with the Housing Hub teams in Leeds and Bradford. The Housing Services team is overseen by the Assistant Chief Executive - Housing Services and consists of the Housing Manager, the Housing Services Coordinator and the Development Manager. There is a Housing Team Leader, three Senior Housing Management Officers and six Housing Management Officers (two of whom are located in Nottingham). The team is supplemented by Residents Assistants (currently 17) and a number of part time Housing Assistants (varying from two in term time to seven over the summer). The Housing Assistants are overseen by the Senior Housing Management Officer (Procurement) and the Residents Assistants are overseen by the relevant Housing Management Officers. The Housing Hub operations are overseen by the Assistant Chief Executive - Hub Services and she is assisted by the Hub Marketing Officer. As the Housing Hub and housing services merge staff currently working between the two areas will have joint responsibility for both areas of operation. There are also teams of temporary part time staff (normally students) to assist in the day to day running of forward facing services to both students and landlords. Located within the housing management team but directly answerable to the Deputy Chief Executive is the Tenancy Support Officer. iv) the Nottingham Service is led by the Nottingham Services Manager and consists of a full time Accreditation Officer, a Senior Housing Management Officer and one other Housing Management Officer and one part time Residential Assistants. v) the Finance Team is headed by the Director of Finance and consists of a Finance Manager, a Senior Finance Officer, one full time Finance Officers, three full time and one part time Financial Assistants supplemented by consultants for project work from time to time. vi) The organisation has a technical services arm that is led by the Assistant Chief Executive - IT and Communications who oversees an IT Manager, two ICT Officers, an Applications Developer and two part time support staff to ensure that the organisation maintains high quality IT and web services.