UNICEF Montenegro is looking for Communication (Social Media) Officer who will responsible for designing, developing, implementing, monitoring and assessing dynamic, interactive and meaningful social media content strategies.
I. Strategic office context and purpose for the job
The fundamental mission of UNICEF is to promote the rights of every child, everywhere, in everything the organization does — in programs, in advocacy and in operations. The equity strategy, emphasizing the most disadvantaged and excluded children and families, translates this commitment to children’s rights into action. For UNICEF, equity means that all children have an opportunity to survive, develop and reach their full potential, without discrimination, bias or favoritism. To the degree that any child has an unequal chance in life — in its social, political, economic, civic and cultural dimensions — her or his rights are violated. There is growing evidence that investing in the health, education and protection of a society’s most disadvantaged citizens — addressing inequity — not only will give all children the opportunity to fulfill their potential but also will lead to sustained growth and stability of countries. This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nations.
Strategic office context:
UNICEF’s Global Advocacy and Communication Strategy aims to engage 100 million individuals for the cause of every child in the next 2 years. This is to be achieved primarily through doubling digital media reach and engagement – with every Country Office expected to double the number of followers on social media in 2 years.
UNICEF Montenegro has already doubled the number of followers in 1 year in 2018. We plan to continue this growth as much as possible. In order to do so, we need a highly skilled and qualified Social Media Officer.
The UNICEF Montenegro Advocacy and Communication Strategy (MACS) identifies eight advocacy result areas (ARA) as priorities for the period 2018-2021:
- ARA1: Advancing child rights in the EU accession process;
- ARA2: Reducing inequity and poverty;
- ARA3: Promoting early childhood development;
- ARA4: Advancing the rights of children with disabilities;
- ARA5: Supporting adolescent education, development and empowerment;
- ARA6: Reducing violence;
- ARA7: Advancing justice for children and child rights monitoring;
- ARA8: Fostering digital citizenship and media for children;
Appropriate communication tools are outlined for each ARA and social media represents a key communication channels for UNICEF in Montenegro. They are essential for reaching different audiences, as well as for making UNICEF a leading brand for children online.
Almost 90 per cent of children, aged 9 to 17 years, use the Internet every day, according to the Global Kids Online research conducted in Montenegro with UNICEF’s support in 2016. Two-thirds of children had a social media profile in 2016. These percentages are probably higher now, as internet access and use grows quickly. Also from the Global Kids Online research conducted with parents in 2016, more than half of parents had social media profiles (58%) that year. It is reasonable to expect these percentage to have grown in the meantime.
In order to support effective external communication in the “digital first” context, a Social Media Officer is needed to contribute to the office’s communication work on a daily basis.
Under the general guidance of the Communication Officer, the Social Media Officer is responsible for designing, developing, implementing, monitoring and assessing dynamic, interactive and meaningful social media content strategies, applicable to daily community management as well as campaigns; creating and coordinating key social media campaigns, engagement strategies and tactics, including use of “live” coverage on social media; shaping and promoting youth-related content on UNICEF Montenegro social media channels; coordinating closely with colleagues on key messages and audiences for digital marketing, monitoring and analysis, and moderation of platforms; and serving as one of UNICEF Montenegro key representatives in its digital outreach.
II. Key functions, accountabilities and related duties/tasks:
Strategy, Content and Campaigns
- Support the design, development and implementation of dynamic, interactive and meaningful social media content strategies to sustain daily community management, youth related content on UNICEF Montenegro social media, content related to ongoing campaigns and areas of focus;
- Strategize on effectively reaching UNICEF’s target audience of young people through social media channels, contributing digital guidance to the strategic framework on adolescent and youth engagement for UNICEF, the UNICEF Volunteers – Young Reporters initiative, and others;
- Project manage social media engagement initiatives, online and in person, including but not limited to the use of “live” coverage and activations on platforms, Twitter Takeovers, user-generated content calls to action, and others;
- Develop strategic approaches in digital marketing, as needed.
Social Media Editorial
- Lead on the management of UNICEF Montenegro presence on social media – Facebook, Instagram, Twitter, YouTube and LinkedIn and any other future social media;
- Lead on the writing of social media packs, crafting engaging content from key messages;
- Propose ideas for and lead on engaging social media content, campaigns and time-sensitive events; and craft and coordinate social media-friendly content with a goal of reaching younger audiences, working with relevant colleagues to assess feasibility and create content;
- Support in improving UNICEF’s agility in reacting to and riding the waves of relevant media (or social media) moments that relate to UNICEF's mandate, especially tied to UNICEF Montenegro Advocacy and Communication Strategy priorities;
- Support digital and social media editorial planning and processes with relevant colleagues and consultants;
- Liaise and work with graphic designers, consultants and agencies as needed, to produce visuals, infographics and videos for social media;
- Monitor and moderate social media channels, flagging risk and opportunities to deepen engagement;
- Perform other digital communication and content duties, as well as other communication officer duties as assigned by the Supervisor.
Reporting and trends
- Measure and report on social media key performance indicators for UNICEF Montenegro Annual Report, Country Management Team meetings, donor reports, and others;
- Identify new opportunities to continually improve our presence across digital platforms to deepen engagement with supporters, particularly young people;
- Keep track of efforts and activities of other UN agencies, non-profits and competitors, identifying content to be amplified and shared on UNICEF Montenegro platforms;
- Support in providing analytics reports and provide recommendations on tactics to improve UNICEF Montenegro digital presence.
III. Impact of Results
Strategy, Content and Campaigns: UNICEF Montenegro designs and implements clear, innovative and effective digital and social media content and engagement strategies for relevant communication and advocacy priorities and focus areas to raise awareness of child rights in the public domain, strengthen political will in support of UNICEF's mission and objectives, and enhance the organization’s credibility and brand.
Social Media Editorial: UNICEF Montenegro has a clear, comprehensive, cross-cutting, engaging and agile social media editorial strategy and associated work plan to raise awareness of child rights in the public domain, strengthen political will in support of UNICEF's mission and objectives, and enhance the organization’s credibility and brand.
Reporting and Trends: UNICEF Montenegro remains abreast of awareness of latest developments and trends in digital and social media content and strategies with the aim of reaching established key performance indicators. Digital communication baselines are established against which the achievement of objectives of the digital communication strategy are regularly evaluated; analysis is undertaken to continuously improve the effectiveness of social media communication strategy and activities; results and reports are prepared and shared.
IV Competencies and level of proficiency required
- Communication [ II ]
- Working with people [ I ]
- Drive for results [ I ]
- Formulating strategies and concepts [ I ]
- Relating and networking [ I ]
- Persuading and influencing [ I ]
- Applying technical expertise [I ]
- Learning and researching (II)
- Planning and organizing (II)
V Recruitment Qualifications
- University degree in Communication, Journalism, Public Relations, Marketing or a related field;
- Advanced degree in one of the above areas is as an asset;
- A minimum of two years of relevant professional work experience in managing social media channels/campaigns or relevant related work;
- Knowledge of child rights and key child rights issues in Montenegro is an asset;
- Previous working experience on social media management with UN is an asset;
- Fluency in Montenegrin and English is required
UNICEF is committed to diversity and inclusion within its workforce and encourages qualified female and male candidates from all national, religious and ethnic backgrounds, including persons living with disabilities to apply.