Job Purpose

Reporting to the Social and Digital Media Manager but working closely with colleagues within Marketing and Communications and from across the wider University, this is an exciting and creative role to help implement a Social and Digital Media communications plan and strategy at the University of Glasgow.

The postholder will work within the Marketing and Communications team within External Relations, helping to develop our central social media channels and contribute to a range of digital outputs and campaigns to raise our profile and grow our audiences (e.g. prospective and current students and staff, partners, funders) and engagement at local, national and international level. This will include the curation of content and the production of creative assets, video (including TikToks and Instagram Reels), imagery, graphics, text and audio on the central UofG social channels. The role will also involve contributing to the development of our digital content strategy and providing support to colleagues who manage localised social media accounts across the University.

The postholder will also support and maintain excellent relationships with University professional Services, and the four student bodies including the Student Representative Council, the four Colleges and other student, alumni and academic bodies.

Main Duties and Responsibilities

1. Support and contribute to the development of a social media communications plan and strategy, coordinating with stakeholders across the University to ensure its effectiveness and encouraging adoption of relevant social media techniques and ‘UofG brand’ into the culture of the University. This will include contributing to planning and forecasting sessions and bringing new and creative ideas to the table.

2. Manage and monitor the University’s presence on social media sites including (but not limited to) Facebook, X, Bluesky, Instagram, TikTok, LinkedIn, and other similar community sites. This will involve the creation, planning, publishing and scheduling of content (imagery, graphics, video, text) in line with University brand guidelines and accessibility principles.

3. Produce (from original concept and editing) engaging digital assets including video, photography and copywriting to be published on various University social channels. There is a focus on making content that is bespoke for social media including creating vertical video.

4. Monitor and audit the various social media accounts across the University (using inbuilt platform analytics and social listening tools, for example Brandwatch) to provide a consistent voice for all communications and ensure that all are operate in accordance with social media guidelines.

5. Refresh and regularly update and communicate social media guidelines and social branding to all relevant internal stakeholders as part of the University’s brand toolkit.

6. Produce and manage a content calendar that supports and highlights important dates and upcoming activity across the University.

7. Assist with management and mentorship of a group of student content creators.

8. Deliver excellent customer service and be the online ambassador for the University in the social media space, engaging in dialogues and answering questions where appropriate. Manage issues as they arise in order to protect the integrity, brand and reputation of the University.

9. Support the planning and implementation of social media campaigns for the University that engage with the University’s online audiences including our current and prospective students, alumni and other stakeholders.

10. Continuously horizon scan and monitor trends in social media tools and applications and recommend new channels and innovations for the University.

11. Keep up to date with best practice in the higher education sector – in Scotland, the UK and internationally.

12. Support colleagues across the University with social media guidance to ensure they meet their marketing/communications objectives but also that they activity feed into the over-arching social media objectives of the University.

13. Regularly feedback insights gained from social media monitoring and benchmarking into the Marketing and Communications team and for senior leadership etc to help inform development of communications plans, policies, procedures and strategies. This will include providing regular and comprehensive reporting and analysis of social media activity.

14. Support the team to provide professional expertise and advice on issues and crisis communications relating to social media to senior colleagues across the University.

15. Be a UofG social media brand ambassador and represent the University of Glasgow / Social Media at external conferences, meetings and events.

16. Operate in a wide-ranging, rapidly changing, extremely fast-paced environment. Adapt responsively to the changing nature of social media.

17. Deputise for the Social and Digital Media Manager where needed. The postholder will also require to be flexible, and may be asked to assist in other areas, projects or initiatives. 18. Some out of normal office hours working may be required where necessary.

Knowledge, Qualifications, Skills and Experience

Knowledge/Qualifications

Essential:

A1 Ability to demonstrate the competencies required to undertake the duties associated with this level of post having acquired the necessary knowledge and skills in a similar role; OR Scottish Credit and Qualification Framework level 8 (SVQ 4, HND or equivalent) , and experience of personal development in a similar role.

A2 In-depth knowledge and understanding of social and digital media platforms, social media trends and best practice in social media for marketing and communications.

A3 Excellent understanding of using social analytics tools to schedule communications as well as provide detailed social media reports.

Desirable:

B1 Thorough knowledge of higher education sector.

B2 Knowledge of the University of Glasgow.

B3 Professional marketing, communications or PR qualification.

B4 Knowledge of usability and accessibility in relation to digital and social content.

B5 Sound knowledge of using design software (Adobe Creative Suite, Canva or other) to create social multi-media content.

Skills

Essential:

C1 High levels of creativity and enthusiasm, with the ability to identify potential opportunities to create high quality and engaging digital content.

C2 Excellent writing skills, with the ability to write well for different audiences often to tight deadlines.

C3 Thorough understanding of video production (creating and editing) with a focus on social-first video creation.

C4 Confident communicator with the ability to build strong relationships with people at different levels within the organisation and with the ability to conceptualise and interpret service requirements.

C5 Good time management and prioritisation skills with the ability to cope with a demanding work schedule and produce high quality work, often to tight deadlines.

C6 Respect confidentiality at all times.

C7 Good IT skills, including Microsoft packages, Social Media Management and Social Listening tools.

Experience

Essential:

E1 Experience in a similar role involving the use of social media either as a full-time occupation or as a significant part of a relevant role, in a professional setting.

E2 Experience of creating engaging social media posts, including using video, audio and imagery, tailored for different platforms. You are welcome to include examples in your covering letter.

E3 Experience of video creation, editing and design, with a focus on creating video specifically for social media platforms, such as reels and TikToks (vertical video, 9:16 aspect ratio).

E4 Demonstrable experience of planning and implementing creative and engaging social media communications plans and campaigns.

E5 Experience of working independently and resolving unforeseen issues and challenges.

Desirable:

F1 Experience of working in HE or FE sector.

F2 Experience of working with and mentoring student creators or a similar programme.

Terms & Conditions

Salary will be Grade 6, £33,482 - £37,174 per annum.

This post is a full time (35 hours p/w) and open-ended. Relocation assistance will be provided where appropriate.

As part of your cover letter, please also include your social media portfolio. This should showcase screenshots of previous social media posts that demonstrate your creativity and storytelling and/or have achieved impressive engagement results.

The University of Glasgow has a responsibility to ensure that all employees are eligible to live and work in the UK. If you require a Skilled Worker visa to work in the UK, you will be required to meet the eligibility requirements of the visa route to be assigned a Certificate of Sponsorship.

Please note that this post may be eligible to be sponsored under the Skilled Worker visa route if tradeable points can be used under the Skilled Worker visa rules. For more information please visit: https://www.gov.uk/skilled-worker-visa.

Closing date: 24 June 2025