External Affairs Officer, Social Media Strategist
World Bank (World Bank)
Close on 21 Aug 2020
Location: United States
Grade: GF, Entry Professional
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Job Description

Description

Do you want to build a career that is truly worthwhile? Working at the World Bank Group provides a unique opportunity for you to help our clients solve their greatest development challenges. The World Bank Group is one of the largest sources of funding and knowledge for developing countries; a unique global partnership of five institutions dedicated to ending extreme poverty, increasing shared prosperity and promoting sustainable development. With 189 member countries and more than 120 offices worldwide, we work with public and private sector partners, investing in groundbreaking projects and using data, research, and technology to develop solutions to the most urgent global challenges. For more information, visit www.worldbank.org

External and Corporate Relations (ECR)
The External and Corporate Relations (ECR) Vice-Presidency's mandate is to strengthen the World Bank Group’s development impact by increasing awareness of, and political and financial support for, the mission and work of the Bank Group. ECR manages corporate communications and global engagement with key stakeholders, including media, civil society, private sector, donor countries, multilateral and international organizations (including G20, G7, MDBs, EU), as well as communication staff within the WBG. ECR is responsible for the Group's corporate online and social media presence, and produces content for a wide variety of platforms, including print, broadcast, and web. ECR also provides support to operational practice areas through specialized communication services and leads the management of reputation risk.

The ECR Editorial and Digital group manages the World Bank Group’s external corporate presence and reputation through its digital platforms: creating distinct content and creative that supports the mission and work of the Bank, as well as delivering research and insights, including conducting opinion surveys of all WBG clients and donors.

Duties & Responsibilities:
• Lead on the overall editorial strategy for the World Bank’s Corporate social media presence
• Design and execute Corporate-led social media campaigns and initiatives (eg Development Podcast, Expert Answers, #YouthOnCovid, #ChangingLives), working in close coordination with ECR colleagues on content and message development, including localizing campaigns in multiple languages for the corporate channels; ensure coordinated planning and execution with other relevant WBG units.
• Coordinate strategy and production of visual assets (organic and paid) between web, multimedia and regions. Work with language editors to help implement campaigns in corporate languages. Share packages to Web Editors and upload assets and messages to Hootsuite.
• Produce external social packages on strategic initiatives for other organizations, partners.
• Lead on digital engagement for the Spring and Annual Meetings. This include oversight of interactive web-based platforms, on-site installations, and gamifications in the Digital Media Zone, working with external vendors, coordinating units across the Bank and managing WBG volunteers for DMZ installations.
• Ensure a consistent and positive ‘voice’ of the Bank on social media channels, working with units across the Bank Group to adapt content as necessary to align on substance and style
• Support the President and senior management on travel/missions, coordinating with Regions and EXC on content and messaging
• Support senior management’s social media strategy; advising and coordinating key issues, campaigns
• Develop and expand the Bank’s online community, including influencer outreach, and strategies for increasing positive interactions with our social media audience (ie, responding to questions, live and other engagement opportunities); be an advocate for the Bank in social media conversations
• Provide as-needed risk and issue management reporting, and timely responses to unfolding issues
• Identify opportunities to work with other organizations and influencers in support our agenda and corporate priorities; ensure we have a strong and positive voice in social media on our most important issues
• Use data to measure key performance indicators for each corporate channel, continually monitoring for progress against our goals and adjusting tactics as needed to achieve positive results
• Be the central liaison for the Content Team and the Business Intelligence team, drafting strategies and ensuring metrics are central to campaign strategies.
• Be main liaison between Content Team and Agency responsible for paid ads. Provide regular feedback on this evolving relationship and manage information flow.
• Provide monthly reports on the Bank’s social media performance, identifying opportunities, issues and areas of influence
• Continue to build and retain social media followers, increase engagement on social platforms as well as devise strategies to increase website traffic
• Prepare and maintain a social media calendar and planning tools in coordination with teams from corporate communications, Global Practices, Regions and other relevant units
• Develop and maintain relationships with counterparts at major social media channels (ie Facebook, Twitter, YouTube, LinkedIn, etc) as well as with counterparts at UN agencies, foundations and other related organizations
• Oversee the work program and mentor staff/consultants working on corporate social media as needed
• Be a social media best-practice champion and participate in capacity building and training on social media across CommNet
• Continually look to outside resources and experts to stay abreast of latest technology and trends in social media that will inform our evolving strategy and tactics. Process approvals and security checks with ITS and OIS.

Selection Criteria

• University degree in Marketing, Communications or related field and a minimum of 7 years’ experience in social media management, online marketing or related fields.
• Highly organized with keen attention to detail, ability to prioritize, and able to handle multiple projects concurrently.
• Able to work with staff at various levels, from senior management to unit-level communications staff, to demonstrate how social campaigns deliver impact to broader business and marketing objectives; a proven marketer of ideas and leader in promoting social media as a tool that unlocks new ways of engaging audiences and supporting business objectives.
• Advanced knowledge and hands-on experience with social media platforms (Facebook, YouTube, Twitter, Google+, Flickr etc.) and demonstrated ability to apply creative ideas for how to engage/interact on them.
• Able to bring out the creative ideas of others and facilitate effective brainstorming.
• Outstanding communication skills including proven ability to convey complex ideas through clear communication, concise reports, and effective oral presentations; ability to translate technical jargon into business language.
• Excellent copy editing and writing skills to produce top-level content and provide editorial oversight for social media channels managed by other Bank units.
• Experience identifying risks and issues as related to the Bank Group’s work
• Demonstrated familiarity with and effective use of digital metrics and analytic tools

Competencies

For information about WBG Core Competencies, please visit the following link

Poverty has no borders, neither does excellence. We succeed because of our differences and we continuously search for qualified individuals with diverse backgrounds from around the globe.

About World Bank

With 189 member countries, staff from more than 170 countries, and offices in over 130 locations, the World Bank Group is a unique global partnership: five institutions working for sustainable solutions that reduce poverty and build shared prosperity in developing countries.

World Bank's mission is to end extreme poverty by reducing the share of the global population that lives in extreme poverty to 3 percent by 2030, and to promote shared prosperity by increasing the incomes of the poorest 40 percent of people in every country.