Digital Communication Specialist

Job no: 577425
Contract type: Fixed Term Appointment
Duty Station: New York
Level: P-3
Location: United States
Categories: Communication

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfil their potential. Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

For every child, hope

UNICEF aims to be the leading advocate for children, enabled by a cohort of networked, strategic, innovative, and effective advocates who deliver change for children in every part of the world.

How can you make a difference?

Under the guidance of the Digital Communication Manager, the Digital Communication Specialist 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 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 various project teams 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:

DESCRIPTION OF THE ASSIGNMENT:

1. Social media strategy

• Lead the development and execution of social media strategies and content for key thematic priorities, working in close collaboration with project teams and subject matter experts.
  • The specific thematic portfolios will be assigned once the successful candidate joins the team and are liable to change over the duration of the assignment as communication and advocacy priorities and needs shift.
  • 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, sudden-onset emergencies and/or other humanitarian milestones, special projects or UN observances.
• 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 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.

2. Content creation

• Lead the planning, development, and implementation of dynamic, interactive, and meaningful social media content strategies for the assigned portfolio, 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 assigned portfolio.
• 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.

3. Executive Director Social Media Communications

• Help manage the social media presence of UNICEF’s Executive Director, including the @unicefchief X/Twitter account and WhatsApp Channel.
• Work closely with the Office of the Executive Director on editorial planning and stakeholder engagement.
• Support the development of an annual social media strategy for UNICEF’s Executive Director.

4. 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 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 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 assigned portfolio.
• 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.

5. 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.
• Address queries from UNICEF offices related to social media through the engage@unicef.org inbox.

6. 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.

Language Requirements:

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

For every Child, you demonstrate...

UNICEF’s Core Values of Care, Respect, Integrity, Trust and Accountability and Sustainability (CRITAS) underpin everything we do and how we do it. Get acquainted with Our Values Charter: UNICEF Values

The UNICEF competencies required for this post are…

• Builds and maintains partnerships (2)
• Demonstrates self-awareness and ethical awareness (2)
• Innovates and embraces change (2)
• Drive to achieve results for impact (2)
• Manages ambiguity and complexity (2)
• Thinks and acts strategically (2)
• Works collaboratively with others (2)
• Nurtures, leads and works well across teams and sections (1)

Familiarize yourself with our competency framework and its different levels.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious or ethnic background, and persons with disabilities, to apply to become a part of the organization. To create a more inclusive workplace, UNICEF offers paid parental leave, breastfeeding breaks, and reasonable accommodation for persons with disabilities. UNICEF strongly encourages the use of flexible working arrangements. Click here to learn more about flexible work arrangements, well-being, and benefits.

According to the UN Convention on the Rights of Persons with Disabilities (UNCRPD), persons with disabilities include those who have long-term physical, mental, intellectual, or sensory impairments which, in interaction with various barriers, may hinder their full and effective participation in society on an equal basis with others. In its Disability Inclusion Policy and Strategy 2022-2030, UNICEF has committed to increase the number of employees with disabilities by 2030. At UNICEF, we provide reasonable accommodation for work-related support requirements of candidates and employees with disabilities. Also, UNICEF has launched a Global Accessibility Helpdesk to strengthen physical and digital accessibility. If you are an applicant with a disability who needs digital accessibility support in completing the online application, please submit your request through the accessibility email button on the UNICEF Careers webpage Accessibility | UNICEF.

UNICEF does not hire candidates who are married to children (persons under 18). UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination based on gender, nationality, age, race, sexual orientation, religious or ethnic background or disabilities. UNICEF is committed to promote the protection and safeguarding of all children. All selected candidates will, therefore, undergo rigorous reference and background checks, and will be expected to adhere to these standards and principles. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

UNICEF appointments are subject to medical clearance. Issuance of a visa by the host country of the duty station is required for IP positions and will be facilitated by UNICEF. Appointments may also be subject to inoculation (vaccination) requirements, including against SARS-CoV-2 (Covid). Should you be selected for a position with UNICEF, you either must be inoculated as required or receive a medical exemption from the relevant department of the UN. Otherwise, the selection will be canceled.

Remarks:

As per Article 101, paragraph 3, of the Charter of the United Nations, the paramount consideration in the employment of the staff is the necessity of securing the highest standards of efficiency, competence, and integrity.

Government employees who are considered for employment with UNICEF are normally required to resign from their government positions before taking up an assignment with UNICEF. UNICEF reserves the right to withdraw an offer of appointment, without compensation, if a visa or medical clearance is not obtained, or necessary inoculation requirements are not met, within a reasonable period for any reason.

UNICEF does not charge a processing fee at any stage of its recruitment, selection, and hiring processes (i.e., application stage, interview stage, validation stage, or appointment and training). UNICEF will not ask for applicants’ bank account information.

Mobility is a condition of international professional employment with UNICEF and an underlying premise of the international civil service.

All UNICEF positions are advertised, and only shortlisted candidates will be contacted and advance to the next stage of the selection process. An internal candidate performing at the level of the post in the relevant functional area, or an internal/external candidate in the corresponding Talent Group, may be selected, if suitable for the post, without assessment of other candidates.

Additional information about working for UNICEF can be found here.