Digital Engagement Specialist


Waterloo, ON
Canada

Industry
Education
Experience Required
Yes
Degree Required
Yes
Employment Type
Contractor
Job Description
University of Waterloo

Term: 1 Year

The Specialist, Digital Engagement is a thought-leader and highly capable creator of digital communications, responsible for email campaigns, social media engagement, and content marketing initiatives to recruit employers to hire co-operative education students from the University of Waterloo.

Accountable for planning, creating, delivering and evaluating all aspects of digital campaigns, this role will oversee co-operative education’s employer recruitment digital media strategy and execution, with a focus on increasing the number of first work-term hires. The incumbent plays a leadership role in how employer business development at University of Waterloo looks, sounds, and engages with its audiences across all digital platforms – while remaining consistent and complimentary with the overall University brand strategy.

As a key member of the Co-operative Education (CE) communications and marketing team, this role requires expertise in marketing, advertising, and public relations with extensive technical experience and depth of knowledge in the technologies used in digital marketing (e.g. social media platforms, Google Analytics, campaign email and customer relationship management software, Hootsuite, Adobe Creative Suite, and Apple hardware, etc.).

This role will require ongoing relationship building across all teams in CE, sharing social, email and content marketing best practices, moderating and managing the ongoing social conversations with varying employer audiences, all while ensuring Waterloo is positioned as a post-secondary leader across all relevant media channels.
Job Requirements
Responsibilities

Planning, Communication and Content Creation
A key responsibility of the position will be to plan, develop, deliver and evaluate email, social and content marketing plans
Conduct research to identify CE/client needs to assist in meeting the university’s employer recruitment objectives via digital communications activities
Define digital personas for target audiences, taking into consideration the marketing strategy of the University plus the different characteristics of audiences engaging with digital media versus traditional media channels
Conduct environmental scans and competitive analyses
Email and social content audits/inventories (including regular maintenance of CE campaign emails and social media content calendars, campaign email process, training manuals, best practices)
Competitive analyses of email approach at other universities and lead-conversion business models (e.g., messaging, design, platform, metrics, templates, visuals)
Evaluate the purpose and opportunity within existing social platforms (e.g., Instagram, Facebook, Snapchat, etc.) and be a studious student of emerging social platforms where our target audience may be gathering
Develop and implement social media listening strategies to identify key themes surfacing among defined audience segments and potential brand advocates
Create strategies to guide content marketing and communications design and development for CE, its recruitment partners and revenue generating programs
Responsible for ensuring that CE and Waterloo brand standards, messaging and style guides are adhered to in all digital communications related to the University of Waterloo
Support the creation, execution and evaluation of a Search Engine Marketing (SEM) and social media advertising plan
Monitor and report on metrics for email, social, and digital media initiatives
Provide input and advice with respect to establishing budgets for projects and setting production schedules
Maintain an editorial calendar and cohesive strategy for email, social and content marketing initiatives and coordinate the use of Waterloo’s central and CE accounts with keystakeholders
Engage the Waterloo and broader community through smart, strategic and timely communications to assist with the development and execution of combined content calendars
Write, build, edit and/or approve email campaigns and social posts (e.g., social posts/comments, live events, on- and off-campus events) that align with best practices
Monitor social engagement and engage/interact with prospective/future employers when appropriate to support them throughout their journey in becoming a Waterloo employer
Responsible for answering questions and managing online feedback forums, ensuring all @mentions and pertinent hashtags are replied to on social media channels
Author briefs (creative, procurement, and leadership approval) for the development of required assets
Work with photographers, videographers and writers to source, identify/repurpose stories for storytelling on digital platforms
Ensure excellence and consistency in all email and social media communications
Support the delivery of key employer recruitment messages within email and social media produced by CE and more broadly across campus
Training and Support
Provide training, support and materials for campus partners in:
Campaign email software tool (i.e., MailChimp)
Best practices: writing for digital platforms, email, social media
Provide day-to-day leadership and guidance to colleagues within and outside of CE

Collaboration and Outreach
Develop positive relationships within and among CE and its primary stakeholders, and identify opportunities for internal collaboration and consultation with key departments such as University Relations, etc
Develop and build strong relationships and maintain a network with university colleagues involved in email campaigns and social media

Other
Participate in CE recruitment events and in the administration of specific department-wide responsibilities, including tradeshows, employer recognition sessions, employer panels, and such other general and specific duties as may from time to time be determined

Qualifications

University degree in business, communications, advertising, marketing, media studies, or equivalent combination of education and experience
4+ years of experience in marketing and communications, specifically the areas of content marketing, digital marketing, marketing insights, and account management/client service
2+ years of experience in content creation for social media, web, video and email campaigns
2+ years of experience in project management
Proven ability and experience in remaining engaged and knowledgeable of emerging media, including social media and video creation, and knowledge of social media trends, analytics, and technology popular among employer audiences
Experience in website management and development, including an understanding of best practices in information architecture, navigation, user interface, usability, accessibility standards, and testing
Essential: excellent written and oral communications skills, with a solid knowledge of both English grammar and the specialized requirements associated with writing for the web and other digital media
Thorough command of the social media and digital world (from the evolving social web to mobile tools and trends); sophisticated client service and digital communications skills; high level of energy and passion with respect to this area of rapid change and innovation; experience in interactive, digital advertising and/or in a digital public relations agency
Demonstrated understanding of best practices in information architecture, navigation, user interfaces, usability, accessibility standards (i.e., AODA and Canadian Anti-Spam Legislation [CASL]), and testing
Aptitude for translating technical concepts into simple language or visual schematics to facilitate the understanding of colleagues and leaders
An eye for effective design, graphic balance, and the impact of layout and messaging in communication materials
Ability to build consensus, foster teamwork among a variety of stakeholders, and lead integrated project teams
Strong organizational skills coupled with the ability to handle multiple tasks, meet deadlines, and excel in a fast-paced environment characterized by changing priorities
Demonstrated ability to thrive in and contribute to an integrated and collaborative team environment and to apply a positive team approach to working with colleagues
Intermittent work outside the normal operating hours of the institution and occasional travel.
Intermediate to advanced use of current digital management tools including:
HTML email campaign software platforms
Google Analytics Solutions
SEO tools
Social Media (Instagram, Facebook, Twitter, Snapchat) // Hootsuite Enterprise
Content Management Systems (Drupal)
Adobe Creative Suite
Customer Relationship/Engagement Management Systems
Apple Pages // Microsoft Word
Apple Numbers // Microsoft Excel
Apple Keynote // Microsoft PowerPoint