Job Description
Please apply for this vacancy via Career Gateway, ref number 185-4031-3535:
https://careers.royaldevon.nhs.uk/members/modules/job/detail.php?record=3535
Marketing Manager
Reports to
Head of Marketing
Band 7
JOB PURPOSE
- Recruiting and retaining qualified staff is one of the biggest challenges facing the NHS. The Royal Devon are one of the first NHS Trusts to use a marketing approach to help meet this challenge. By using market analysis, profiling and targeted research, we develop compelling value propositions and marketing communication campaigns that support our organisational positioning and give us the best possible chance of meeting this challenge.
- Working with the Head of Marketing and clinical staff, the post holder will conduct primary and secondary research that provides insights into the market for specific professions and roles. They will use this information to help to shape our offering to potential candidates, to identify what is unique, special and valuable about the team and to inform marketing and communications campaigns.
- The post holder will work with colleagues in the recruitment and medical staffing teams to plan marketing campaigns that support recruitment into specific professions such as nursing, pharmacy, science or consultant medicine. They will take the lead in planning all elements of the campaign from identifying the target audience, defining the best channels, developing messaging and supporting delivery and evaluation.
- A key requirement of the role will be the ability to write concise and accurate copy for brochures, advertising, information packs, press releases, websites and social media for a variety of audiences. They will also be familiar with all formats of social media and comfortable with using a CMS. Experience of design software and the design process would also be beneficial.
- The post holder will also be an integral part of the wider Communications, Engagement and Marketing team, providing leadership and guidance to the wider team on the application of marketing practice.
- This role is suited to a skilled communicator who is organised, creative, proactive and excited to make a real difference to the Trust, transforming our approach along the way.
KEY RESULT AREAS/PRINCIPAL DUTIES AND RESPONSIBILITIES
The Marketing Manager is responsible for supporting the Marketing Officer and Head of Marketing, using the Trust’s existing marketing, communication and engagement channels in providing accurate, timely, clear, efficient, communications, ensuring all engagement activities are conducted using a range of recognised channels and methods.
Specifically:
- Leading the development, delivery and evaluation of recruitment marketing campaigns.
- Delivering timely updates on progress, capacity and outcomes
- Ensure a regular review of campaigns and make appropriate revisions based on performance and feedback.
- Horizon scan national and regional publications and social media and feed back into the organisation about schemes and initiatives to support service and quality improvement, connecting with people who can help support change
- Ensure all staff and stakeholders receive a positive and balanced view of the Trust through delivery of a proactive and innovative approach to communications and marketing.
- Drive the continuous development of the Trust marketing communications channels, maximising the use of digital and social media technology so that candidates and staff can interact positively with the Trust.
- Support the development of our Trust and employer brand through the identification and embedding of Trust values and behaviours in all aspects of operations/delivery/service provision.
- Respond to media issues and ensure effective relationships and the best usage of opportunities.
- Evaluate the communication and engagement activities.
- Lead the development of creative ideas and campaigns which inspire and engage stakeholders.
- Marketing and communications planning
Developing comprehensive marketing and communications plans to support the unique requirements of service recruitment and recruitment programmes as they progress through their milestones/phases.
Specifically:
- Develop M&C plans which set out purpose, objectives, key messages, approach, segmented audiences, tactics, milestones and evaluation.
- Ensure the plans are in Trust templates and are developed using modern and appropriate evidence-based marketing and communications practices.
- Ensure M&C plans are inclusive and enable representative and wide engagement with interested bodies.
- Ensure sign off of all M&C plans and that the review and evaluation phases incorporate feedback from the key stakeholders and use feedback to continuously improve the approach.
- Stakeholder relations and engagement
Support an effective marketing and communications programme with all stakeholders including external candidates, service managers, medical staffing, recruitment team, education establishments and third parties such as National Careers Service, Princes Trust, Job Centre etc
Specifically:
- Support communication and marketing with staff, services and potential candidates. Support the recruitment team to ensure their feedback, expertise and insight is used to inform and develop our plans.
- Support appropriate communication and marketing; the Integrated Care System, key NHS organisations, partner organisations, candidate groups and community/political representatives.
- Support the promotion of public, patient and stakeholder engagement in the work of the Trust and develop efficient forms of two-way communication throughout the healthcare organisation and beyond.
- Organise engagement activities and research to ensure the organisation understands the perceptions held by candidates about the roles and the organisation. Think innovatively about engagement methods, recognising the learning from the pandemic.
- Ensure a professional approach with medical and recruitment teams /members of the public who contact the marketing team.
- Evaluate and plan targeted marketing and communications with stakeholders which meets the needs of the organisation.
- Maintain and protect the reputation of the NHS organisation by delivering high quality marketing and communications to external and internal stakeholders. Identify and promote opportunities to increase confidence in the Trust and to support desired positioning.
- Ensure that systems and processes are in place to ensure that the feedback from the clinical teams and candidates is valued and actioned by the organisation and opportunities are provided for clinical teams, service managers, recruitment and candidates to influence the marketing services they receive.
- Public relations
- Ensure all recruitment communications and marketing aligns to the corporate communications and the employer branding.
- Ensure that in communicating we always take account of the diverse needs of our audience (for example, making sure we use clear language; recognising the needs of people whose first language is not English, or who are partially sighted).
- Deal with a range of highly complex and/or sensitive situations where a high level of communication is necessary, imparting such information in possible emotive atmospheres often against barriers to acceptance i.e. presenting information about market research and effective marketing to clinical teams who have their own sometimes alternate views.
- Support the Head of Marketing in ensuring our public relations and marketing activities enhance and protect the reputation of the Trust and wider NHS brand within the context of a communications and marketing strategy.
- Contributing towards the management and development of the Trust’s growing recruitment communications channels, including:
- Website
- Intranet
- Social media
- Newsletters
- Partners
- Commission, research, write, edit, proof-read and co-ordinate internal and external publications, media materials, reports and presentations. This includes commissioning and project managing designers and printing companies in accordance with the Trust’s purchasing policy as required.
- Work hard to ensure that the majority of marketing and communications are proactive, as opposed to reactive. This will involve skills in internal networking, identifying issues and escalating the requirement to respond as well as recommending and planning the approach taken.
- Contribute content on the Trust’s public website to ensure the recruitment information is up-to-date, relevant and easily accessible to all. Work with key user groups to develop and maintain content on the site.
- Plan and co-ordinate publicity and creative campaigns working, when necessary, with partner organisations such as the stakeholders, partnering organisations and Local Authorities.
- Oversee the production of a range of publications, both electronic and printed, including leaflets, newsletters and promotional materials. Ensure copy is appropriate and accessible for different audiences, and manage design and production processes to ensure materials are of a high standard.
- Create and manage innovative and creative marketing communications campaigns.
- Media relations
To ensure that the Trust’s media activity, both proactive and reactive, supports the delivery of the marketing communications strategies and that media coverage accurately reflects Trust activity.
- Support positive working relationships with key journalists.
- Advise and assist the recruitment team, senior managers and clinicians on their approach to responding to media enquiries. Act as media spokesperson when required. Prepare, write, issue and record media releases and responses.
- Internal Communications
- Align all communications to the Trust’s existing internal communications channels
- Support the recruiting teams in ensuring internal comms is relevant, timely, accessible and engaging
- Build strong relationships with leaders at all levels within the Trust to gain active buy-in from staff for marketing communications objectives, and support these leaders in developing and implementing marketing communications plans
- Provide professional marketing advice to Trust sub-committees and groups as required
Ensure effectiveness of internal communications systems, including supporting the timely production/organisation of staff briefings, bulletins and newsletters
- Event management
- Arranging and/or supporting staff in the planning and delivery of recruitment events, including the development and delivery of graphics (via our inhouse graphics team) and materials.
- Attending events to talk to candidates and gather first hand research.
- Think innovatively about alternative approaches to events, recognising learning from the pandemic.
KEY WORKING RELATIONSHIPS
Although this role sits within one directorate, day to day activities will span all directorates and the post holder will be accountable to all the non-executive and executive directors of the Board for providing an effective communications and media relations and engagement service to the Trust.
The post holder is required to deal effectively with staff of all levels throughout the Trust, the wider Healthcare community, external organisations and the public. This will include verbal, written and electronic media.
FREEDOM TO ACT
The post holder works autonomously and with a great deal of latitude when supporting the marketing team, Trust and wider communications and engagement team to achieve strategic and operational objectives.
The post holder will be required to work independently and manage their own extremely varied workload with the ability to prioritise work effectively with an understanding of the bigger picture and the role of their work in wider projects.
The post holder is a marketing and communications specialist and uses these principles to assess upcoming queries and events which could impact on the Trust’s reputation, its ability to demonstrate accountability and service delivery. This includes networking at community levels, timing announcements to gain maximum impact and ensuring that proactive marketing communication activities are the norm, and reactive reduced where possible.
COMMUNICATION/RELATIONSHIP SKILLS
The post holder will be expected to provide marketing, communications, and reputational management advice and training to the recruitment and clinical teams and other senior managers and clinicians.
They will act as a marketing and communications link between the Trust and stakeholders including local community, government departments, professional bodies, local and national government.
They will provide and receive highly complex, sensitive and commercially confidential information where the aim is to gain greater understanding and/or consensus.
At times, the work of the Trust and planned service developments will result in contentious and sometimes hostile discussions. This requires compassionate, clear communication and relationship skills to ensure stakeholders receive the facts and journalists receive accurate briefings.
In addition, the post holder will be required to communicate and develop relationships with existing key stakeholders and establish new relationships within the wider community. This will establish a means of reciprocal feedback to ensure and demonstrate inclusive engagement practice and an organisation that listens.
The topics of discussion can range from feedback about personal experiences to proposed service changes that can be met with widespread public opposition.
At all times, the post holder will be expected to display empathy and reflect the values of the organisation.
ANALYTICAL/JUDGEMENTAL SKILLS
The post requires skills in collation and analysis of complex, detailed and extensive qualitative and quantitative data. This requires numeracy, literacy and critical / analytical thinking.
It also requires the post holder to be skilled in ‘reading a room’, responding to difficult questions and interpreting – accurately – the rationale behind the person or group’s stated position. Any response requires dynamic comparison of a range of possible options.
When providing strategic advice to the Board of Directors the post holder will be required to identify possible courses of action and recommend and be prepared to defend a position to the Board.
PLANNING/ORGANISATIONAL SKILLS
The post holder will plan, organise and implement complex marketing, public relations, engagement and involvement strategies and plans.
This may involve coordination of and contribution and participation from multiple agencies, services, stakeholders, patients and the public.
The strategies and plans will take into account the evaluation and effectiveness from previous activities.
PATIENT/CLIENT CARE
The post holder is required to put the patient, as the first priority, at the centre of all activities.
The post holder will provide non-clinical information on a range of issues relating to marketing, engagement, involvement and membership to staff, patients, carers, stakeholders and the public.
The post holder might be required to undertake safeguarding, DBS checks and information governance training and will need to ensure that a patient’s – or their family or carer’s - consent to participate in any campaigns is appropriately gained and recorded.
POLICY/SERVICE DEVELOPMENT
The post holder is responsible for developing and implementing policies, strategies and plans relating to involvement, engagement and inclusive marketing and communication. They will be responsible for suggesting ways to continually improve marketing, communications, engagement and involvement work by responding to feedback and trialling new approaches.
The post holder will also advise colleagues across the Trust on best courses of action regarding marketing, communications, engagement and involvement, proposing policies or service developments which impact beyond their area.
They will act as a catalyst for change through reporting back on service delivery for candidates, clinical teams and third parties to improve marketing outcomes. They will monitor, evaluate and report on the performance of the service. The outcomes of all work led by the marketing manager should inform service development and improvement across the Trust.
FINANCIAL/PHYSICAL RESOURCES
The post holder will be responsible for supporting the achievement of corporate divisional financial balance by the efficient use of identified resources and following Standing Financial Instructions as budget manager.
HUMAN RESOURCES
The post holder will:
- Work with the Head of Marketing to support team resilience and support between functions.
- Provide marketing, communications and engagement team leadership for the service improvement agenda. Ensure that marketing, communications and engagement activity is delivered within available resources and supports the development of departmental Service and Financial Improvement projects.
- Provide support to other members of the service improvement team, to help them upskill to support the marketing approach (e.g. social media)
INFORMATION RESOURCES
The post holder is responsible for accurate recording and storage of engagement and involvement activities, including patient interviews, focus groups and public meetings, and the relevant consent information that goes with these activities.
They will supervise the data protection and maintenance of the membership database to ensure compliance with relevant legislation and Information Governance guidance.
The post holder will be able to present key messages from interpretation of complex feedback using various software and media tools, in clear and accessible ways for different audiences (Board to patients).
RESEARCH AND DEVELOPMENT
The post holder will supervise and lead the regular marketing audits and questionnaires to support marketing programme objectives.
The surveys will be compliant with market research legislation and Trust research and audit guidelines.
In addition they will ensure that the engagement and research activities inform the Programme’s objectives.
OTHER RESPONSIBILITIES
Take part in regular performance appraisal.
Undertake any training required in order to maintain competency including mandatory training, e.g. Manual Handling
Contribute to and work within a safe working environment
You are expected to comply with Trust Infection Control Policies and conduct him/herself at all times in such a manner as to minimise the risk of healthcare associated infection
As an employee of the Trust, it is a contractual duty that you abide by any relevant code of professional conduct and/or practice applicable to you. A breach of this requirement may result in action being taken against you (in accordance with the Trust’s disciplinary policy) up to and including dismissal.
You must also take responsibility for your workplace health and wellbeing:
- When required, gain support from Occupational Health, Human Resources or other sources.
- Familiarise yourself with the health and wellbeing support available from policies and/or Occupational Health.
- Follow the Trust’s health and wellbeing vision of healthy body, healthy mind, healthy you.
- Undertake a Display Screen Equipment assessment (DES) if appropriate to role.
Job Types: Full-time, Fixed term contract
Contract length: 12 months
Salary: £41,659.00-£47,672.00 per year
Benefits:
- Additional leave
- Company pension
- Cycle to work scheme
- Flexitime
- Free or subsidised travel
- Free parking
- On-site parking
- Sick pay
- Work from home
Schedule:
- Flexitime
- Monday to Friday
- Weekend availability
Work Location: Hybrid remote in Devon
Application deadline: 29/04/2023
Reference ID: 185-4031-3535
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