Download Advanced Education and labour Market Development

POSITION DESCRIPTION
Advanced Education and labour Market
Development
POSITION TITLE:
Specialist, Social Content & Marketing
DIVISION:
(e.g., Division, Region, Department)
Labour Market and Immigration Division
UNIT:
(e.g., Branch, Area, District)
Immigration Partnerships and Initiatives Branch
APPROVED CLASSIFICATION
SUPERVISOR’S TITLE:
SUPERVISOR’S CLASSIFICATION:
A024
Director, Strategic Initiatives
BL
POSITION
NUMBER(S):
00099402
LOCATION:
CLASS CODE
POSITION
NUMBER
PHONE NUMBER:
14644
PROGRAM
The Strategic Initiatives Unit is mandated with developing new and innovative strategies to move forward the immigration,
settlement and labour files as key contributors to the broad government platforms. One of the innovative strategies that is
leading edge in Canada is the use of social marketing to engage the public.
Social marketing is defined as the application of established marketing techniques to persuade individuals or groups to
take action, change attitudes, or adjust behaviours. It has been used extensively by the public sector to engage
individuals and groups in the creation of long-term, sustainable attitude shifts to compliment values-driven government
priorities (Andreasen, 1995). Social marketing seeks to influence the “voluntary behaviour of target audiences to improve
their personal welfare and that of society” (Andreasen, 1995, p.108). To reach this goal, social marketing transfers the
technology of marketing to a new social incarnation (Hastings, 2002, p.33) that sells behavioural changes instead of
commercial products.
PURPOSE OF POSITION
The Specialist, Social Content & Marketing is a strategic thinker, a futurist specialising in advancing public engagement
through the strategic development of public information vehicles. The Specialist leads the creation, execution and ongoing management of a multi-year, multi-platform strategic plan to increase targeted and measurable public and
stakeholder access to immigration, settlement, and labour market information. To do this, the Specialist fluidly and
creatively merges tools to enhance web presence and web traffic, applies social media, leverages affiliate marketing,
leads public education resource development, and applies traditional marketing tools to secure public and stakeholder
engagement on government priorities.
The Specialist, Social Content & Marketing thrives under tight deadlines and actively pursues opportunities to create and
increase public access to cutting-edge information resources. This position plans and directs all aspects of the Division’s
social content and marketing policies and objectives, with a primary focus on establishing and guiding Division-wide
standards and practices to secure the behavioural and recognition objectives of the immigration, settlement and labour
market brand.
Specialist, social content and marketing
Page 1 of 5
NATURE OF WORK AND POSITION LINKS
The Specialist, Social Content and Marketing builds and maintains strong relationships with internal and external
stakeholders to lead the strategic development and dissemination of client-oriented public messaging on immigration,
settlement and labour market services in BC.
Within the public sector, the Specialist represents the Province on cross-ministry and cross-jurisdictional committees and
works in partnership with senior inter-jurisdictional government officials to establish and manage a uniform standard for
public access to immigration, settlement and labour market information in British Columbia.
Externally, the Specialist also works directly with private sector leaders, local governments, and stakeholder agencies to
lead and direct the development and implementation of multi-year (and multi-platform) information and public access
strategies that: (1) addresses information gaps with direct product development; and (2) leverages stakeholder products
and client groups to enhance the Province’s messaging, creating a “win” for all BC clients with reliable, timely access to
information on immigration, settlement and the labour market.





Ministry Executives – to obtain direction on ministry priorities, to identify deliverables, define project parameters,
obtain approval for project plans, discuss strategies to resolve challenges, report on project progress and recommend
action; to provide strategic advice to advance Division goals and priorities in social marketing.
Division Directors/Program Managers – to provide social content and marketing expertise to plan and direct the
Division’s marketing policies and objectives; to lead the development of key messages for all audiences to
communicate the Division’s core brand identity; and to lead the development and implementation of resources within
the Division, leveraging affiliate marketing, social media, web traffic, and traditional marketing tools as needed for
strategic outcomes.
Private sector, local government, immigrant and multicultural service providers, community and advocacy
groups, and professional groups - to act as an active partner representing the Province and providing expert
advice in the identification and development of sectoral information resources that both advance the Province’s
immigration, settlement and labour market agenda; and provide a uniform standard for public access to key
information.
Federal/Provincial/Territorial Working Groups – articulates and represents the Province’s interests where the
Ministry’s presence is required either to promote ministry programs, policies and/or initiatives, or to obtain information
on interests, issues and problems of significance to the ministry.
Other Provinces/Territories - to identify common interests and opportunities for collaboration and establish alliances
in support of BC’s positions.
SPECIFIC ACCOUNTABILITIES / DELIVERABLES

Leads the Division’s mandate to guarantee the public has timely, reliable access to client-oriented information on
programs and services for the immigration, settlement and labour market files. This includes working with Ministry
Executives and Division Directors, providing strategic advice and managing all aspects of new product launches
across the Division.

Leads the development and implementation of a multi-year, multi-platform strategic plan to increase targeted and
measurable public and stakeholder access to the Division’s information products, including division-wide performance
indicators for this file and a process evaluation framework to ensure: (1) target clients have been reached as
projected; and (2) emerging client needs are met through ongoing enhancements to the strategic plan.

Leverages funding (through the Division, across ministries and across governments) to support the development and
implementation of social content and marketing initiatives relates to the Division’s mandate.

Develops, negotiates and monitors information provision pilot projects with external stakeholders and federal
partners, establishing a BC-based approach, and defining desired outcomes and deliverables.

Contributes to the development and implementation of international marketing strategies to promote British Columbia
as a destination of choice for immigrants, skilled workers, international students and others.

Develops cost projections, proposals, business cases, monthly status reports, work plans, briefing materials, and
other documents.

Contract negotiation and contract management with external vendors including the development and execution of the
RFP process.
 Contributes to the total effectiveness of the Division, communicating openly, solving problems proactively, offering
Specialist, social content and marketing
Page 2 of 5
creative ideas and working as a positive, engaged leader in cutting-edge information service development.

Represents the ministry and is positioned as a thought-leader on social content development at conferences, federal,
provincial and territorial meetings, and stakeholder consultations.

Supervision of contractors/consultants and 1 included staff person.
FINANCIAL RESPONSIBILITY
This position directs and monitors the work of consultants and contractors, and manages multiple project budgets each
ranging from $25,000 - $350,000.
DIRECT SUPERVISION (i.e., responsibility for signing the employee appraisal form)
Role
# of Regular FTE’s
# of Auxiliary FTE’s
Directly supervises staff
Supervises staff through subordinate supervisors
PROJECT /TEAM LEADERSHIP OR TRAINING (Check the appropriate boxes)
# of FTE’s
Role
Supervises students or volunteers
Lead project teams
Role
# of FTE’s
Provides formal training to other staff
X
varied
Assigns, monitors and examines the work of staff
SPECIAL REQUIREMENTS
TOOLS / EQUIPMENT
Standard office technology. Experience in Adobe Creative Suite, CSS Style Sheets, and basic Adobe Flash and HTML
strongly preferred.
WORKING CONDITIONS
Office environment. Travel required as needed between Victoria and Vancouver, across B.C., and across Canada.
WORK EXAMPLES
Research, develop and implement a cross-sectoral social content and public access strategy, with a primary focus on
establishing and guiding Division-wide standards and practices to secure the behavioural and recognition objectives of
the immigration, settlement and labour market brand.
Development and implementation of an international pre-arrival information provision strategy to enhance British
Columbia international brand as a destination of choice for immigrants, skilled workers, and international students.
COMMENTS
PREPARED BY
NAME:
DATE:
Asha Bhat
Specialist, social content and marketing
October 2009
Page 3 of 5
EXCLUDED MANAGER AUTHORIZATION
I confirm that:
1. the accountabilities / deliverables were assigned to this position effective: (Date).
2. the information in this position description reflects the actual work performed.
3. a copy has / will be provided to the incumbent(s).
NAME:
SIGNATURE:
DATE:
ORGANIZATION CHART
Deputy Minister, Advanced education and Labour Market Development
Assistant Deputy Minister, Labour market and Immigration Division
Executive Director, Immigration and WelcomeBC
Director, Strategic Initiatives
Specialist, Social Content and Marketing, AO24, 00099402
Specialist, social content and marketing
Page 4 of 5
STAFFING CRITERIA
Master’s degree in Marketing, Communications or a related field with a minimum of three years experience in a
social marketing or communications leadership role; or Bachelor’s Degree in Marketing, Communications or a
related field with a minimum of five years progressively responsible and related experience.
Note:
Related experience must include:









Working as both a leader and team member;
Developing the annual design and print workplans and budgets for large organizations;
Demonstrated experience working with print, web, and video tools to support business objectives;
Conducting (or contracting) market research, testing and review of new product concepts to ensure
marketability;
Managing, tracking and assuming responsibility for complex service agreements and contracts associated
with the position’s delivery of proposed initiatives;
Preparing cost projections, product proposals, business cases, monthly impact reports, and other
documentation as required;
A strong writer with a proven track record in content development, editing, proofing and coordinating all
aspects of production for publications, web, display, advertising and video materials;
Developing PowerPoint presentations; and
Demonstrated facility with public engagement and public speaking.
Please note, expertise in Adobe Creative Suite, CSS Style Sheets, and basic Adobe Flash and HTML is strongly
preferred.
COMPETENCIES
Specialist, social content and marketing
Page 5 of 5