Social Media Producer, UNOPS ICA (P2/NOB equivalent), Nairobi At UN High Commissioner for Refugees

Social Media Producer
UNHCR Global Social Media Section
Global Communications Service
Division of External Relations (DER)

• Title: Social Media Producer
• Duty Station: Nairobi, Kenya
• Duration: January 2022 to December 2022, with possibility of renewal
• Contract Type: UNOPS – ICA (equivalent to P2/NOB grades)
• Closing date: 10/11/2021
• Reports to: Senior Social Media Officer – Geneva (P4)

Organizational context

UNHCR’s Global Communications Service (GCS) generates and maintains public interest and support for people forced to flee: including refugees, IDPs, and stateless among others. GCS produces and engages in strategic communications and content so UNHCR can lead the narrative, generate empathy and mobilize action. It employs a wide range of multimedia tools, working across text, photos, video, online and social media platforms for distribution and placement. It may communicate in collaboration with other UN bodies, civil society actors, Goodwill Ambassadors and high-profile supporters, as well as the forcibly displaced and stateless people themselves.

UNHCR’s Social Media Section works seamlessly across several major time zones. The Social Media team is responsible for promoting and generating public interest in the whole of UNHCR’s work with an emphasis on storytelling to generate help for, restore and maintain hope for, and eventually facilitate the return home of refugees, other who have been forcibly displaced, and stateless people worldwide.

The Position

The Social Media Producer will support the creation of compelling social media content for UNHCR’s global channels. This role plans, develops and implements eye-catching, relevant and action-orientated social media content strategies for daily community engagement.

The incumbent will have good political and editorial judgement, technical content production skills and keen audience awareness. They will be a strong copywriter with a creative mind, across all the latest social media trends and industry news in order to influence UNHCR’s content direction. In addition to the day-to-day, they will have an opportunity to work on thematic social media campaigns or partnerships with platforms and media partners.

Reporting to the Senior Social Media Officer in Geneva, who in turn reports to the Chief, Social Media Section in London, the incumbent will also be a member of the multi-functional Content Hub in Nairobi. Day-to-day work will involve liaising with teams and colleagues in HQ in Geneva and across UNHCR’s Division of External Relations, Regional Bureaux and 130 operations worldwide.

Duties and responsibilities

Creative Content Creation

Support the planning, development and implementation of compelling day-to-day social media content in English for UNHCR’s global channels. This will include content relating to international days, news and emergencies, trending topics, amplification of refugee and stateless voices, and evergreen content on thematic issues.

• Draft engaging social media copy for UNHCR’s global social media channels, including Twitter, Facebook, Instagram and LinkedIn.
• Assist in the production of visual content (including graphics and GIFs) for various platforms.
• Assist in the production of Instagram Stories, Reels and TikTok videos.
• Assist in the production of multimedia Medium pieces.
• Support the development and implementation of social content strategies to effectively reach target audiences via UNHCR’s global social media accounts.
• Support social media strategies/plans for milestone communications efforts, campaigns and key moments/events.
• Coordinate and support the development of social media packs, working together with the team’s graphic designer, social video producers and editors, and drawing on UNHCR’s extensive photo and media library.
• Contribute to the smooth running of the weekly content calendar for UNHCR’s global social channels, actively coordinating with team members and using planning, project management and scheduling tools including Trello and ContentCal.
• Monitor and respond to trends by adapting existing evergreen content or swiftly creating new content, in order to position UNHCR as a leading voice on issues relating to its mandate, and to reach and engage new audiences.
• Contribute to UNHCR’s refugee-led strategy to identify and amplify refugees, displaced and stateless people on social media, including by amplifying their posts and by co-creating content with them.
• Support high-level message and branding consistency in social media content and platforms.
• Contribute to the refining of UNHCR’s editorial style and voice on social media, working closely with colleagues.
• Contribute to the translation of global English social content into other languages.
• Support internal communications as required, including distribution of social media packs within internal networks and for key partner networks (NGOs, donors, UN family etc.).

Community Management / Audience Development
Act as team focal point for community management: including social listening, monitoring and responding to comments, analyzing audience sentiment and soliciting feedback with existing and target audiences.

• Monitor and moderate social media channels, flagging risks and opportunities to deepen engagement.
• Improve the social media team’s agility to tap into relevant media or social media moments that relate to UNHCR’s mandate.
• Coordinate with other members of the social team on carrying out community management.
• Provide community management training to communications officers and social media managers from other UNHCR teams.
• Maintain and update the UNHCR community guidelines, troubleshoot and respond to inquiries, and coordinate with the Digital Engagement Team on managing comments on paid ads.
• Keep track of activities of other UN agencies and non-profit partners, identifying content to be amplified and shared on UNHCR’s platforms.**
• Support the development of social media partnerships.
• Support in the production of analytics reports and provide recommendations on tactics to improve UNHCR’s social media presence.

Monitoring and Impact of Results

• UNHCR closely tracks the performance of each social media post to identify effective messaging, formats and strategies. Materials developed by the Social Media Producer will be measured for impact and efficacy.
• Effective content: high-quality social content exceeds goals for engagement, views and traffic with target audiences; content is delivered in a timely manner to allow ample time for translation, distribution and amplification by offices and partners.
• Monitoring and evaluation: clear and strategic KPIs are established or followed; analysis is undertaken to continuously improve the effectiveness of social media communication strategy, marketing efforts and activities; results and reports are prepared and shared.
• Personal performance will be assessed on an ongoing basis and against the roles outlined above, through career development goals, mid-point reviews, training, regular informal feedback, and an annual formal assessment.

Qualifications and professional experience

Education

Required: A first-level degree in the fields of public relations, journalism, communications, media, international relations or related.

Language

Fluency in English is required. Fluency in a second UN or other language is an asset.

Experience – Required

• Minimum two years experience creating social media content and managing large social media accounts on Facebook, Instagram, Twitter, TikTok and LinkedIn, including community management. Experience managing large accounts for an international organization is a plus.
• Proven ability to write flawless, tight social copy on constant deadlines, and strong social copy-editing skills.
• Ability to translate technical and nuanced information into clear, emotive and engaging content for broad public audiences.
• Extensive experience in process and workflows. Project management experience/qualification a major plus.
• Familiar with social media platforms including Facebook, Twitter, Instagram, TikTok, LinkedIn, Medium.
• Experience in reporting on quantitative and qualitative social analytics and using insights – including through external tools – to drive audience development.
• 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 – Desirable

• Working on a geographically diverse team, using digital workspaces (e.g. Slack) as an active member of a team with fast-paced work.

• Dealing with reputation issues, risk mitigation and crisis communications situations.

• Identifying trending news stories and social media conversations and implementing tactics to join.

• Understanding of digital marketing and fundraising strategies a plus.

• Experience of capacity-building and training, delivering training programmes (especially online) is a plus.

• Experience in working for the UN, UNHCR or with International NGOs or global organizations is an asset.

• Familiarity with refugees, statelessness and forced displacement issues is an asset.

• Familiarity with Canva and Adobe Creative Cloud applications, especially Photoshop and Premiere Pro.