JOB DESCRIPTION NOTES Forms must be downloaded from the UCT website: http://www.uct.ac.za/depts/sapweb/forms/forms.htm This form serves as a template for the writing of job descriptions. A copy of this form is kept by the line manager and the job holder. Position title POSITION DETAILS Head: Digital Development and Engagement Job title (HR Practitioner to provide) Job grade (if known) Academic faculty / PASS department Academic department / PASS unit Centre for Higher Education Development (CHED) Careers Service Division / section Date of compilation Nov 2015 ORGANOGRAM (Adjust as necessary. Include line manager, line manager s manager, all subordinates and colleagues. Include job grades) Director: Careers Service Head: Digital Development and Engagement PC11 Operations and Administration Manager Head: Employer Relations Head: Career Advisory Communications Manager Communications and Design Assistant (New Post) vacant PURPOSE The main purpose of this position is to lead the strategic development, implementation, use and evaluation of innovative Digital Media and IT-based management and information systems and oversee the marketing and communications functions to ensure that the Career Services has a strong and positive presence and maximizes engagement internally and externally with all key stakeholders. Whilst the Communications Manager will focus on ensuring that clear messages are developed for each target audience and that the content of all communications reflect these messages, this post will ensure that all digital platforms (mainly the website, CRM, the Virtual Learning Environment (VLE) and the UCT APP) exploit architecture and design to provide the user with a positive experience; S/he will align all digital media to guide and focus customer interaction towards information, rather than requiring customers to search for information. Together, they are responsible for promoting, monitoring, maintaining and protecting the CS brand and enhancing the service profile locally nationally and internationally. The post holder will oversee the implementation of the monitoring and evaluation strategy for the Careers Service ensuring all stakeholder touch points are of a high quality assured standard. 17 July 2014 Page 1 of 15
Key performance areas (4 6) (What) % of time spent JOB CONTENT Activities / Objectives / Tasks (How) Lead the development of an integrated digital media / information & communications strategy aligned to operation activities. Results / Outcomes (Why) Annual work plan produced and presented in consultation with CS management and all CS colleagues To develop, with CS colleagues, appropriate messages and information for different target audiences, benchmarking against leaders in the field. Targeted messages and information are developed 1 Provide leadership to develop and implement an integrated digital media / information & communication strategy 20% Collate and report back monthly on performance statistics for all digital communications across all channels, using these statistics to plan with CS colleagues how to integrate, refine and improve the communications strategy in line with operational deliverables & plans Keep up to date with changes and advances in social media and websites, benchmark against international best practice and provide advice on new channels and approaches to adopt. Performance indicators are monitored and reported and, where opportunities exist, enhancements are planned and implemented Developments are monitored and reported; suggestions made 17 July 2014 Page 2 of 15
Work with CS colleagues to devise strategies to drive online traffic to the CS website. Tracking the website conversion rates and work with CS colleagues to develop improvements to the website to improve these rates. Work with the Communications Manager to oversee the migration of communications to alternative media, as may be required by the communications strategy. Ensure that the CS presence on digital platforms promotes and protects the CS brand Maintaining and protecting the UCT brand Online traffic to the CS website improves The website conversion rate is maintained at benchmarked levels of best practice Where necessary, communications are migrated to alternative channels or platforms The CS brand is monitored, protected and promoted on-line and offline Oversees all digital marketing and communications materials reflect the CS brand and that visual imagery and written copy is consistent and reflects the messages to be conveyed Perform stakeholder Journey Mapping, analysing and understanding actual and potential touch points with CS and working with CS colleagues to develop online and CRM tools and information which would maximize the benefits to the CS stakeholders Provide reports to Management team with input from Communications Manager to monitor website and other social media and respond as appropriate to posts by stakeholders. Where there is the potential for reputational risk to CS or UCT, to escalate the information to the CS Director or management team Maintain and update all information subscriptions,/ licenses/renewals in collaboration with Operations and Administration Manger Stakeholders receive valuable, relevant and current information and services via the CRM and on-line Online media are monitored and posts from users are answered appropriately License agreements are kept updated 17 July 2014 Page 3 of 15
Research tools / systems/ processes and techniques are implemented to enhance the collection of metrics and automate the data analytics & communication processes end to end. Metrics are developed and data is collected; quality is high Oversee the planning of CS annual report for dissemination to all CS stakeholders Annual report is produced 2 Management of Business Intelligence 15% Work with ICTS and other service providers to ensure that all digital platforms are customized to support the collect of metrics and data analytics to support ongoing M&E Business Objects is maximized as Careers Service data storage and reporting tool Manage and maximize Careers Service use of Business Objects as a data storage and reporting tool with all stakeholders and provide trouble shooting/ training to staff as required. Use quantitative and qualitative methods and tools to analyse and interpret data. Oversee the weekly/monthly production of dashboard data reports as required Tools and techniques are implemented and automated 17 July 2014 Page 4 of 15
Work with key stakeholders and professional bodies to develop processes and procedures to support the collection of Careers Service data and controls to ensure high quality service delivery Monitor website and other social media and respond as appropriate to posts by stakeholders. Where there is the potential for reputational risk to CS or UCT, to escalate the information to the CS Director, or management team. Full ownership of preparation and rollout of Careers Service annual Exit Survey ensuring survey completed within annual deadlines annually for each graduation ceremony & data ready for C&M annual media launch. Disseminate survey information producing easy accessible data sets according to stakeholder need Data is analysed and interpreted and the resulting information disseminated Online media is monitored and posts from users are answered appropriately. Exit Survey process is managed end to end Co-ordinate survey and questionnaire tasks for monitoring and evaluation purposes results of relevant surveys are obtained and disseminated Co-ordinate the preparation of various survey questionnaires as required or liaise with external bodies who conduct relevant surveys related to CS that align to Monitoring and Evaluation strategy Conduct and assist with relevant action research on strategic and topical issues in the fields of CS on topics agreed with the Director Action research is conducted, using primary or secondary research methods 17 July 2014 Page 5 of 15
3 Overall project management of the careers systems and student communications tools 15% Provide leadership and expertise and work with CS colleagues to identify areas of the CRM platform structure and architecture which could be enhanced to add value to the service offered to stakeholders Ensure that the CRM works seamlessly (in collaboration with CS colleagues specialist knowledge) across the organisation and captures all required information at key points in the stakeholder s life cycle. Lead with input from the Communications Manager to develop tools and processes on the CRM to maximise online marketing and communications opportunities. Work with the Communications Manager to manage the CS s email communications campaigns and identify other products to manage the process more effectively to allow tracking CRM is optimized and adds value for users CS staff use CRM effectively and all relevant information is captured Tools and processes are identified and used effectively for marketing and communications e-mail communications campaigns are implemented effectively CRM architecture and design is used appropriately to manage relationships Work closely with the Communications Manager to provide guidance on how to maximise current and prospective relationships through the use of the CRM. Ensure that the CRM database is segmented effectively for targeted marketing and communications activities. The CRM database is effectively segmented using workgroups functionality Conduct regular evaluations with key stakeholders to ensure that the CRM meets their needs CRM is evaluated regularly with input from stakeholders Champion and drive through necessary CRM changes ensuring full buy in from all stakeholders in the organization. Changes to the CRM are managed and communicated effectively Provide training to new staff as required & troubleshoot all CRM related issues Relevant and current copy, adding value for the user, is prepared and loaded Identify ways to integrate CRM with other Careers Service systems in consultation with ICTS Training and troubleshooting of CRM is provided CRM is linked to other CS systems 17 July 2014 Page 6 of 15
Work with CS colleagues to identify other digital platforms (VULA, UCTAPP, Business Objects, SharePoint, Cognician, Social Collectivce and other VLEs etc.) which could be enhanced to add value to the service offered to CS stakeholders. Work with service providers (ICTS etc.) to make use of current architecture or customise architecture so that the platform can be used effectively by CS Manage CS favorites files & updating / liaising with ICTS In collaboration with CS colleagues, write, prepare and upload content for use on other digital platforms. Where necessary, write copy, proof, edit, and manage (outsource) the design of content, with a focus on the development of tools or information to add value for the user, rather than news or marketing content (which is the responsibility of the Communications Manager) Opportunities for using other digital platforms are identified and specifications prepared Manage all digital platforms and systems to enhance the effectiveness of CS s communications and operations Service providers are able to make the appropriate amendments and the platform can be used effectively by CS Careers Advisory information on favorites folders is managed and maintained Relevant and current copy, adding value for the user, is prepared and loaded 17 July 2014 Page 7 of 15
Work with CS colleagues to identify areas of the website structure and architecture which could be enhanced to add value to the service offered to stakeholders by improving usability, design, content and conversion of the CS website. Where necessary, project manage the redesign of all or part of the organisation s website. The website is enhanced so that it is user-friendly and adds value for stakeholders Work with the Communications Manager to have content written and uploaded, develop tools and processes on the website to maximise online marketing and communications opportunities. The website is perceived to be an effective marketing and communications tool by all stakeholders 4 Oversee the maintenance of a world class web & virtual CS presence 15% Work closely with the Communications Manager to provide guidance on how to maximise current and prospective relationships through the use of the website Website architecture and design is used appropriately to manage relationships Work with Careers Services colleagues to plan, manage and deliver single or multi-channel, digital marketing campaigns, banner adds etc. Single or multi-channel campaigns are effectively managed Oversee the project management of and collaborate with CS colleagues to prepare and upload content for use on the website. Where necessary, write copy, proof, edit, and manage (outsource) the design of content, with a focus on the development of tools or information to add value for the user, rather than news or marketing content (which is the responsibility of the Communications Manager) Relevant and current copy, adding value for the user, is prepared and loaded Monitor compliance with UCT s Web Content Management Policy and CS customer quality standards and benchmarks The CS website complies with UCT s Web Content Management Policy and customer quality standards and benchmarks Together with the Communications Manager, monitor areas of the site which may be out-of-date or inaccurate and work with CS colleagues to ensure that the site is current and relevant Information on the website is relevant and current Ensure that relevant parties have correct rights access to create, edit or publish. All relevant parties have appropriate rights on the website 17 July 2014 Page 8 of 15
Provide proactive support to the CS team with business and strategic processes, overseeing progress against the CS annual business planning calendar Oversee CS key strategic projects to ensure outcomes are successful Provide oversight of the quality standards which underpin CS delivery are planned and reported on Annual planning and reporting is kept on track with project milestones tracked and reported CS identified projects are strategically delivered on Quality standards achieved and met 5 Provide project management for the CS planning, projects and quality processes 10% 17 July 2014 Page 9 of 15
6 Manage Stakeholder Relationships 5% Engage with key stakeholders including UCT internal stakeholders, including students, potential students, faculty leadership, CMD, ICTS, CHED All external vendors e.g. graphic designers, printers and video production companies External stakeholders such as employers and parents of students. The focus of such engagement is to understand the various digital platforms from a user perspective and further develop these platforms to that the user experience is enhanced. Conceptualise and manage communication events such as the launch of the CS portals, including liaison with potential stakeholders Chair and attend Careers Service/CHED and UCT committees relevant to the position As required to prepare or provide CS information/data as input into internal/external funding proposals or submit CS projects into awards as requested Management of stakeholders to communicate Careers Service core business, functions and needs Stakeholders are included in events in order to use face-to-face communication approaches Represent CS internally and externally as appropriate Internal/External requests to submit data/ information 17 July 2014 Page 10 of 15
7 Staff Line Management 10% Manage and lead a team by setting goals, mentoring and guiding performance, directing work activities, establishing policies and procedures and practices and building relationships. Identify development opportunities for staff and encourage staff to take advantage of these opportunities Discuss and agree job objectives with staff members. Perform performance reviews and assessments as required Ensure that staff are trained appropriately and have necessary resources to perform daily operations Ensure that all staff members are knowledgeable and kept up to date about policies that impact CS work by regular feedback sessions one on one or as a group Encourage innovation, excellence, a positive work spirit and teamwork Provide input into CS recruitment activities, staff/intern induction & training and mentoring as needed. Contribute to the Careers Service senior management team and formulation of strategic plans and operational targets Team performs its job function to the required level of performance Development opportunities are identified and staff encouraged to pursue these Performance is continually monitored and assessed Staff are appropriately trained and have access to the necessary resources Staff are aware of current developments in the arena of CS policy changes Staff work as a team and strive for innovation and excellence. Training and support is required 17 July 2014 Page 11 of 15
To engage in appropriate, continuous professional development to include ongoing currency of knowledge and technical expertise required for the post Identify and support new, existing and potential projects / platforms / digital needs or administration systems within the Careers Service to enhance existing provision Working with CS colleagues to ensure that effective search engine optimised copy for the website other social media is written. Identify where CS colleagues may have information or understanding gaps and digital communications and CRM and develop and provide any training that may be necessary. There is an awareness of emerging media trends and participation in training / development to implement same Careers Service operations will continuously improve. Copy placed on social media is optimized for search engines CS colleagues are able to make use of digital media platforms effectively Undertaking any other duties as identified by the Careers Service Director 8 Continuing Professional Development & Ad Hoc Careers Service Functions 5% 17 July 2014 Page 12 of 15
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Minimum qualifications MINIMUM REQUIREMENTS Relevant Bachelors degree or equivalent tertiary qualification Minimum 5 years experience in high level project management to include digital systems integration and web site implementation Minimum experience (type and years) Requirements include: 3-5 year experience of developing corporate/organizational or educational communications / public relations materials and copywriting/editing, promotional writing Experience working with a web content management system, for example, DrupalExposure to Microsoft Dynamics CRM or any Customer Relationship Management (CRM) application Experience of line managing staff Demonstrated knowledge and ability to work across multiple social media platforms Demonstrated ability to initiate and manage change with the ability to scope, implement and carry forward strategy, policy and procedure Strong understanding of integration of new media and traditional communication channels Experience of managing information, data service Strong oral and written communication skills Ability to assimilate, analyse and present data and information Ability to successfully multi- task and prioritise Experience of managing complex, cross functional projects High level of attention to detail, project management, time management & organizational skills Responsibilities include: Provide leadership to develop and implement an integrated digital media / information & communication strategy Management of Business Intelligence Overall project management of the careers systems and student communication tools Oversee the maintenance of a world class web & virtual CS presence Provide project management for the CS planning, projects and quality processes Maintain Stakeholder Relationships Staff Line Management Continuing Professional Development & Ad Hoc Careers Service Functions Advantages include: A relevant post-graduate qualification Experience in the educational sector particularly Higher Education Knowledge of UCT systems (e.g. Drupal, Career Hub, SharePoint) COMPETENCIES Competence Level Competence Level Analytical thinking / Problem solving 3 Impact/Influence 2 Client/student service and support 3 Information management 2 Conceptual thinking 2 Professional knowledge and skill 3 Creativity and innovation 2 Written communication 2 AGREED BY PRINT NAME SIGNATURE CONTACT NO. DATE Job Holder 17 July 2014 Page 14 of 15
Line Manager HOD. 17 July 2014 Page 15 of 15