The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. The NMU was established in November 2024 with the clear goal to reach, connect and rebuild trust with audiences in the most effective way possible.
Our aim is to provide the public with relevant, useful and authentic content when and where they want to receive it and communicate in an entirely new way.
This is a really exciting time to be joining the NMU as we look to expand our activity, test and learn different approaches and deliver communications which make a difference to people's lives. This is a rare chance to be part of something truly groundbreaking, where your ideas will directly influence the future of digital communications at the heart of government.
The Team
Digital Creative and Production - the team covers creative direction and creation across all areas including graphic design, video, photography and in-app content creation. Production covers shoot planning and production, copywriting, publishing and working directly with creators / real life storytellers to produce content that performs natively in your daily social media feeds.
The Role
The Senior Social Media Producer in the New Media Unit is responsible for leading on content creation and planning for organic social media content across multiple platforms, including TikTok, to effectively engage UK audiences. This role reports into the Head of Production and combines hands-on content creation/production at locations across the UK with strategic oversight, ensuring that government messaging is impactful, innovative, and tailored to each platform's unique style and audience.
Skills/Experience required
You will lead the end-to-end production process for video, visual, and written content, working closely with creative, campaign and strategy teams to craft social media strategy plans and concepts. You will also be a skilled copywriter - crafting clear and engaging social media copy that aligns with government messaging.
As the Senior Social Media Producer, you will play a crucial role in shaping the government's digital presence, with a special focus on reaching younger audiences on TikTok and other emerging platforms. This is an exciting opportunity for a creative digital expert with strong production skills and a passion for public sector communication. One Social Media Producer will report into you directly.
Job description
Key Responsibilities:
Leading the production of high-quality social first digital content from vox-pops to sit down interviews and creator led shoots for platforms such as TikTok, Instagram, YouTube, Facebook and Twitter, ensuring consistency with government communication goals.
Managing the end-to-end production workflow, from concept development and scripting to filming, editing, and publishing.
Creating and adapting content plans and strategy specifically for TikTok and other short-form video platforms, using trends, sounds, and styles that appeal to target audiences.
Ensuring content is optimised for each platform, with a focus on engagement and relevancy for younger and diverse demographics.
Working with the partnerships team and creative team to produce content with Creators, members of the general public and stakeholders.
Writing and editing clear, compelling copy for digital assets, including video scripts, captions, headlines, and other content.
Ensuring that all messaging aligns with government communication objectives and is accessible, accurate, and engaging.
Working closely with creative, marketing and strategy teams to develop content plans that align with broader government strategies.
Collaborating with stakeholders to ensure content meets their needs and follows brand guidelines.
Ensuring legal standards are met in relation to production related usage/licence agreements and contributor and location consent with support from the Head of Production.
Proven line management experience, ability to support a collaborative 'ok to fail' environment. Proactive and positive attitude with a passion for creating the best possible creative to truly engage audiences.
Person specification
Experience / Ability
Essential requirements:
Extensive experience crafting strategy and content plans for highly engaging social media content across multiple platforms
Extensive experience producing and creating (shoot/edit in app / Canva) a wide variety of digital content for social media platforms including TikTok
Extensive experience managing and publishing on social media channels
Proven track record of identifying, sourcing, and developing stories or case studies for social media collaborations / content.
Ability to humanise complex topics and find engaging angles to connect with audiences.
Strong understanding of social media platforms and best practices for short-form video content.
Familiarity with platform-specific trends, content formats, and audience engagement strategies.
Excellent writing skills, with experience creating concise, engaging scripts and post copy for organic and campaign content
Line management experience
Technical
Analysing content performance using analytics tools, gathering insights to refine and improve future content.
Staying up-to-date on social media and digital content trends, incorporating relevant techniques to boost reach and engagement.
Additional information:
A minimum 60% of your working time should be spent at your principal workplace. Although requirements to attend other locations for official business will also count towards this level of attendance.
Technical skills
We'll assess you against these technical skills during the selection process:
Delivery of Content
Great content
Learning in Production
Preferred content type
Presentation
