January Communications Manager: Information for Candidates

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1 January 2016 Communications Manager: Information for Candidates Thank you for expressing interest in the role of Communications Manager. We have compiled this information pack to tell you more about The Institute and the role, and to assist you in preparing your application. Please refer to the success criteria and full Person Specification for the role before making an application: these can be found in the enclosed Job Description. The Institute of Customer Service The Institute is a not-for-profit membership body run on commercial lines, with a community of organisational and individual members from across the private, public and third sectors. We have approximately 28% of the FTSE 100 as members of The Institute. The Institute currently employs 46 people. Our HQ is in south-east London where around half of our people are located, and the rest are regionally-based to support specified customer geographies. Our Vision A world where excellent customer service is seen to make a credible impact on the performance of organisations. Customer service professionals are recognised and respected and service excellence is sought out by wider society. Our Mission The Institute of Customer Service is the first port of call on every aspect of customer service, delivering high quality tangible benefits to organisations, individuals and other stakeholders. As the professional body we are expert and independent, benchmarking and setting standards so that our customers can improve their customers experiences and their business performance. Our Value Proposition The Institute of Customer Service delivers tangible benefits to organisations and individuals so that our customers can improve their customers experience and their own business performance. The Institute is expert in all aspects of customer service and this is demonstrated through: Knowledge delivered through insight, research, advice and networking (recognising customer service is a harder-edge business driver; providing evidence of value to members by demonstrating tangible benefits (i.e. research, case studies, white papers, talking in the language of business) The Institute of Customer Service January 2016 Page 1 of 8

2 Demonstrating the impact of customer service and those involved in it across the service chain including internal customers Organisational and individual professional development Benchmarking Customer service skills development Qualifications and accreditation Standard setting Public policy development Demonstrating how the world-class service model creates business differentiation. Our Values Independent: The impartial voice for customer service matters and customer service professionals. Expert: Providing relevant, reliable and authoritative information, insight and knowledge. Inspirational: Encouraging ambition, striving for best practice and promoting learning and continuous improvement. Easy to do business with: Approachable, empowering, responsive, efficient and collaborative. Inclusive: Open to all, whether organisations or individuals, who are working towards improving customer service; committed to equality and diversity. The opportunity We are looking for a Communications Manager to join The Institute on a permanent full-time basis, to be based at our offices at London Bridge. This wide-ranging and stimulating role manages external (including digital) communications, branding, campaigns, Member communications, lead generation, events and internal communications functions, to meet the Institute s objectives and financial targets. The role directly manages our Events Executive and our Brand and Campaigns Executive. To be successful in this role, you will be a highly accomplished oral and written communicator and a very effective people-manager, with strong creative and organisational skills. With a broad background across marketing and communications disciplines, you ll be comfortable developing and integrating online and offline communications, and will be adept at spotting communications and campaign opportunities. Strong technical skills are essential in Microsoft Office applications, online analytics, and PR and campaign metrics. You will be highly commercial in your outlook, with strong planning and project management skills. You ll be effective at coordinating the efforts of a virtual team, and will be credible and experienced at building solid relationships with both internal and external stakeholders. With a relevant degree and at least 5 years experience in a commercial B2B / B2C organisation, you will have a track record of achievement gained from deploying your own broad range of marketing skills and a highly collaborative working style, and from providing strong leadership to help your team deliver to high standards of quality and efficiency. You will have experience of overseeing events and lead generation activities, and will be used to providing a fully integrated service that supports the organisation s mission, values and financial objectives. Occasional UK travel is required. The rewards We offer a great work ethos with a supportive team around you as well as an open culture where people can give their best. The salary for this role is up to 45,000 pa depending on experience. Our benefits include 25 days holiday plus bank holidays, healthcare cash plan, life assurance, performance related pay, sick pay, season ticket loan, and employee discount rewards scheme. The Institute of Customer Service January 2016 Page 2 of 8

3 The team This role sits within the Communication and Corporate Affairs Directorate and reports to the Director of Communications and Corporate Affairs. This is one of six Directorates that make up The Institute, the others being Client Services (sales), Standards & Quality, Finance, Operations, and Marketing, Research & Insight. There are 5 members of the Communications and Corporate Affairs team including the Director. Together they are responsible for the management of The Institute's profile, external communications and public policy agenda. This includes delivering a national programme of events and forums, our flagship Annual Conference and Awards, external PR and communications (including online), our industry magazine, marketing campaigns, Member communications, brand management, and demonstrating the relevance and importance of Customer Service to the UK economy. The culture The Institute uniquely combines the challenge and stimulation of working in a competitive commercial environment with the supportive and personal atmosphere of a small company that is closely connected to its customer base. We aim for excellence in all we do and we enable our people to deliver the best they can for our customers. Assessment process The selection process will involve competency-based interviews, a presentation and a practical exercise across 2 stages, and will be held in London. Further information If you have a query that is not answered by this information pack or The Institute s website, please contact Claire Wright, Head of HR, on or The Institute of Customer Service January 2016 Page 3 of 8

4 Job Description Title Department Responsible to Location Communications Manager Communications and Corporate Affairs Director of Communications and Corporate Affairs London SE1 OVERALL PURPOSE To manage external communications (including media relations and digital communications), branding, campaigns, events and internal communications functions and ensure the effective integration and timely execution of all activities to meet the Institute s objectives and financial targets. To develop media communications plans in conjunction with the Director of Communications and Corporate Affairs and execute them to increase internal understanding of the Institute s activities, raise external brand awareness and recognition, deepen Member engagement, and generate sales leads. To drive the Institute s digital and online presence through content delivery and SEO activity. To manage the Marketing & Events Executive and the Brand & Campaigns Executive. KEY RESPONSIBILITIES 1. External communications (including media relations, brand, events and lead generation) a) Develop and deliver a regular flow of proactive press releases and statements based on Institute news or collateral and topical issues and linked to the Institute s key messages, in order to generate coverage, and implement the Institute s communications strategy and media contact programme. b) Utilise outputs from The Institute s research and policy to generate ideas and write articles for publication in key target media (online and offline) to establish the Institute as the go to organisation on customer service issues. c) Create media materials including (but not limited to) key message summaries, article synopses and interview briefs, to support the Institute s marketing and PR objectives. d) Promote core national events that are delivered by the Events Executive to the media, Members and non-members, to ensure that all branding is appropriately executed and event objectives are met. e) Manage the Institute s PR agency on a day to day basis, and implement a content update plan, to support the Institute s objectives of raising customer service standards in the UK and being the expert on customer service issues, and to ensure appropriate positioning of the CEO. f) Monitor and review the performance of the PR agency (in conjunction with the Director of Communications and Corporate Affairs) to ensure delivery to required quality standards and timescales. g) Build relationships with key media to secure and grow media coverage both online and offline. h) Keep up to date with key journalist moves and stories to ensure the Institute is targeting the most appropriate media at the most relevant time. i) Support the Director of Communications and Corporate Affairs in the production and publication of The Institute s magazine, to establish it as a key industry publication that achieves a high Institute profile and Member engagement. j) Support the Director of Communications and Corporate Affairs to build the CEO s profile in line with the Institute s communications strategy and overall business objectives. The Institute of Customer Service January 2016 Page 4 of 8

5 k) Work with the PR agency, Director of Communications & Corporate Affairs and Executive Assistant to the CEO in order to identify and secure speaking opportunities for the Institute s CEO at major business and policy conferences. l) Manage the delivery of lead generation and membership recruitment programmes (as agreed between Client Services and the Director of Communications and Corporate Affairs) by the Brand and Campaigns Executive, in order to help achieve financial targets and the desired profile of new business. m) Supervise the brand management function to ensure branding, brand values and branded materials remain in line with and promote the Institute s mission, vision and values. n) Manage the execution of marketing campaigns by the Brand and Campaigns Executive to support the launch and penetration of our product and services portfolio with Members and nonmember organisations. o) Manage and build a programme of case study development to showcase Institute products and services and provide customer collateral. p) Analyse and report monthly / as required on external communications activity, media coverage and achievements, in order to brief the Director of Communications and Corporate Affairs and the Director Team and to contribute to business performance monitoring/scorecards. q) Work with the Director of Communications and Corporate Affairs to build external relationships and exploit opportunities to develop joint PR and/or communications initiatives with other organisations (including leading Member organisations) in order to raise the Institute s profile and reinforce the benefits of our value proposition. 2. Digital Communications a) Support the Director of Communications and Corporate Affairs to develop the web, online and social media strategy to enable delivery of marketing objectives. b) Develop and maintain the Institute s online presence and content (including social media platforms and blogs) to support the Institute s marketing objectives and to ensure communications are consistent across traditional and new media. c) Track and measure levels of web traffic to highlight areas generating highest usage, and identify and implement opportunities to increase and optimise usage. d) Use SEO techniques to ensure the Institute achieves optimum search engine positioning. e) Work with colleagues and the Director of Communications & Corporate Affairs to create content (including but not exclusive to buttons, videos, etc.) for use across digital platforms f) Manage marketing and events activities to ensure appropriate promotional activity is undertaken across digital media. g) Work with the Director of Communications and Corporate Affairs and other colleagues to create and maintain content and quality guidelines for the Institute s online presence to ensure high quality, accuracy, and promotion of desired attributes and profile. h) Be the centre of knowledge and excellence in the Institute for effective use of the web and social media to drive marketing objectives, and provide coaching support to others in the organisation to ensure tools are used effectively and in keeping with the organisation s standards and policy. i) Manage the relationship with the Institute s web supplier to ensure continuity of service and identify opportunities to reduce cost and / or improve functionality. 3. Internal Communications a) In conjunction with the CEO, Head of HR and employees, develop and implement the Institute s Internal Communications Plan to ensure clear, consistent and engaging communication and to maximise employee engagement with the Institute and its mission, vision and values. b) Manage the production, editorial content and distribution of the monthly internal newsletter to support the Institute s internal communications strategy. c) Define and communicate the objectives and operating guidelines for the Intranet to ensure high quality content and content ownership. The Institute of Customer Service January 2016 Page 5 of 8

6 d) Work with the CEO to ensure that the Intranet promotes regular high quality internal communications and employee engagement in line with the Internal Communications Plan and Employee Engagement Survey results. e) Supply and audit content on the Institute s Intranet in order to promote consistent quality and brand awareness and to improve knowledge-sharing, including promoting awareness of the Institute s external events and activities. f) Work with the Operations team in the implementation of improvements and upgrades to the Intranet so as to maximise its technical and communications potential. g) Monitor the success of internal communications against key measures so as to identify areas for improvement based on feedback. h) Chair, support and coordinate the activities of members of the Internal Communications Group, in order to deliver tangible outcomes that improve business performance. i) Propose and implement specific initiatives to support the successful implementation of the Institute s Corporate Social Responsibility Policy, as agreed with the CEO. j) Propose and implement specific agreed initiatives to support internal communication and successful implementation of the Institute s employee engagement plans, as agreed with the Internal Communications group and CEO. k) Manage the production, editorial content and distribution of the monthly internal newsletter to support the Institute s internal communications strategy ROLE DIMENSIONS Line management responsibility Direct: Events Executive and Brand & Campaigns Executive. Indirect: none. Financial responsibility Monitor the PR budget and Web budget on a day to day basis under the overall supervision of the Director of Communications and Corporate Affairs Key relationships Internal: Communications and Corporate Affairs Director and team; CEO; Executive Assistant to CEO; Head of HR; research, insight and product management team; Directors; all directorates. External: Members; PR agency; lead generation agency; media and journalist contacts; web supplier; other external agencies. SUCCESS CRITERIA National / business media coverage achieved in line with agreed KPIs CEO positioned effectively with outside audiences Target volumes of web traffic achieved Presence / reach in relevant social media Position of Institute in SEO optimisation Brand profile and impact Engagement levels of members take up of products and services Member satisfaction with communications materials Achievement of lead generation targets through campaigns Knowledge levels of the Client Services team Achievement of annual events programme and associated financial targets Member satisfaction with website and Institute communications Staff satisfaction with internal communications Effective management of budget The Institute of Customer Service January 2016 Page 6 of 8

7 PERSONAL DEVELOPMENT It is the responsibility of the job holder to ensure that your professional knowledge and job skills are fully up-to-date at all times. The role-holder is required to perform related duties as required. This job description does not necessarily include every responsibility, requirement or skill associated with the role. It is intended to reflect the role currently and the manager and role-holder will revise the job description as necessary to ensure the needs of the Institute and its customers can be met. The manager is responsible for managing the performance and development of team members to achieve the business goals along with satisfying each member s own personal career aspirations. PERSON SPECIFICATION Competencies 1. Delivers results: Tenaciously works to meet or exceed expectations by keeping self and others focused on achieving critical goals and outcomes. 2. Customer focused: Identifies, anticipates and meets customers needs by building productive customer relationships and providing solutions that increase customer satisfaction and loyalty. 3. Teamworker: Works effectively and collaborates with others and actively supports colleagues to achieve goals. Builds good working relationships and interacts well with people at all levels. 4. Communicator: Expresses thoughts and ideas in a clear and concise manner and provides information in a way that considers the needs of the recipient. Knows how to create a win/win scenario. 5. Planner / organiser: Applies effective planning and prioritisation to own (and others ) work to ensure efficient and effective application of effort and achievement of deadlines. Escalates problems appropriately. 6. Analyses problems and makes decisions: Commits to a course of action after identifying and assessing alternatives based on logical facts, resources, constraints and The Institute s values. 7. Perseveres to overcome obstacles: Reacts positively to changes and maintains poise, focus and flexibility when encountering difficulties or obstacles. 8. Innovator/drives change: Works effectively in an environment of change. Applies new ideas and approaches to enhance processes, practices, products, services and systems, and improve service delivery. 9. Develops self and others: Provides ongoing direction and clarity for team activities by defining requirements and guiding others to achieve goals. Takes responsibility for own learning needs. 10. Builds credibility and trust: Adheres to The Institute s values and high ethical standards of behaviour by demonstrating respect, honesty, consistency, integrity and fairness when interacting with others. Works with others to resolve differences in a professional and productive manner Skills and Knowledge Strong people / performance management and motivational leadership skills Excellent oral and written communications in English, able to produce concise and impactful copy for online and offline use PR and media relations expertise (B2B / corporate) to effectively write, position and recognise opportunities, and handle media contacts The Institute of Customer Service January 2016 Page 7 of 8

8 A flair for harnessing the web and social media to deliver marketing and communications objectives Disciplined planning and delivery of effective communications activities and projects to achieve deadlines and budgets Able to proactively plan and implement a communications strategy based on strong analysis An innovative and flexible approach to identifying communications opportunities and options Able to integrate web activity effectively into other relevant elements of the communications mix including campaigns, events, product launches, sales enablement Able to generate ideas, evaluate options, develop innovative, flexible solutions to problems Able to create and maintain a strong current media network Able to direct a lead generation strategy based on strong data analysis and collaboration with business development colleagues Microsoft applications: Excel Intermediate, Powerpoint Advanced, Word Advanced Effective understanding, deployment and monitoring of relevant online analytics and PR and campaign metrics A good working knowledge of content management systems, Google Analytics and other relevant applications Excellent virtual team management skills in order to plan and deliver activities through various internal and external resources Highly collaborative working style Credible and able to maintain effective relationships with customer facing teams, senior managers, sales channels, external suppliers and partners Remains calm under pressure to achieve tight deadlines and respond to urgent demands Occasional travel to other UK locations will be necessary for business reasons Experience Minimum of 5 years working in marketing and communications in a commercial organisation in a B2B / B2C / corporate environment Monitoring, reacting and contributing to debate on digital platforms 3-5 years PR and media relations experience including national, trade and online media Proactive running of corporate / B2B social media accounts Achievement of goals through effective people-management A background that includes the full marketing mix, including online and offline communications, lead generation, PR, events and brand management Integrating online / offline marketing communications Integrating traditional communications plans with online / web / social media channels Developing and sustaining close working relationships with Web supplier and PR agency Overseeing lead generation activity Overseeing an events programme Has developed and exploited an effective media network Professional qualifications Degree level education or equivalent Relevant post-graduate professional qualification an advantage The Institute of Customer Service January 2016 Page 8 of 8

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