University of Rochester is hiring: Digital Content Strategist II in Rochester

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive.

Job Location (Full Address):

601 Elmwood Ave, Rochester, New York, United States of America, 14642

Opening:

Worker Subtype:

Regular

Time Type:

Full time

Scheduled Weekly Hours:

40

Department:

900012 Public Relations & Comns MC

Work Shift:

UR - Day (United States of America)

Range:

UR URG 111

Compensation Range:

$63,815.00 - $95,723.00

The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.

Responsibilities:

As part of the URMC Strategic Communications team, the Digital Content Strategist II serves as a digital content creator supporting the Golisano Children's Hospital (GCH). Develops and publishes content for internal and external audiences, as well as implements integrated communications programs to support the goals of URMC┐s strategic plan.

Creates and updates digital style guides and branding efforts, ensuring GCH alignment with URMC guidelines. Defines, tracks, analyzes, and reports on metrics and analytics to understand GCH reach within the community. Creates, edits, updates, connects, and shares digital video, images, text, and graphics.

Partners with Lead Marketing Strategy Specialist/Social Media to define scope, cost and benefits of social media initiatives. Maintains in-depth knowledge of current and emerging digital technology. Develops creative, clear written material for GCH social media platforms in accordance with the established editorial and style guidelines.

RESPONSIBILITIES:

Working with colleagues in the department and across the institution, develops and implements strategic narratives that highlight key GCH priorities, including the UR Medicine health system, when telling the institution's story on digital media channels, including social media, blog articles and newsletters.

Creates and fosters relationships with relevant clinical, education and research stakeholders. Participates in relevant cross-functional communications meetings. Partners with GCH and URMC Strategic Communications team members to conceptualize content solutions that meet department needs and align with URMC policies.

Develops and implements creative concepts to engage target audiences. Works with other content writers and internal content producers to create and manage content across digital channels.

Creates and executes various multi-media elements needed to support engaging content on digital media channels including photography, video, audio and graphics. Serves as owner of GCH enterprise social media channels.

Acts as lead writer for blog and social media posts, aligning copy with established GCH and URMC tone, style and personas. Ensures consistency in voice, grammar, spelling, and style in adherence to URMC┐s editorial style guide. Develops content for patient email campaigns.

Creates engaging social media content and digital experiences that engage and inspire all audiences (existing and potential patients, faculty, staff, and students) to transact with URMC and GCH.

Adapts, tailors, and refines voice, tone, and message, by targeted audience segments and channel, to measurably increase audience engagement and improve user experience.

Identifies, assesses, responds to, and escalates as appropriate emerging issues or institutional risks that require responses in a 24/7 media environment. Identifies and executes opportunities for GCH to proactively contribute to global social conversations.

Collects and analyzes data on social and digital media engagement and GCH┐s share of online conversation; makes data-driven decisions and recommendations that inform the GCH digital content strategy.

Performs content audits, implements search engine optimization strategies, and creates content performance reports. Measures and analyzes the effectiveness of content through SEO/SEM monitoring tools.

Uses data-led insights to refine and optimize digital copy to drive audience engagement.

Actively listens to social conversation related to GCH, the University of Rochester Medical Center and to healthcare generally. Stays current on trends in social media content; and reviews new platforms and tools to support GCH┐s goals for audience engagement.

QUALIFICATIONS:

Bachelors degree required.

3 years of relevant experience required;

or equivalent combination of education and experience required.

Experience and expertise in the conventions, functions, and capabilities of social media platforms required.

Knowledge of social media listening, publishing, monitoring, and data analysis tools preferred.

Expertise in following, supporting, and contributing to an institutional brand voice on digital media preferred.

Ability to produce sharp copy, graphics, videos, or similar content for social media accounts required.

Ability to work collaboratively and creatively with others to create a digital media presence for the University's stories required.

Knowledge of and experiences in social media/digital marketing, paid promotions, audience targeting, and analysis preferred.

Understanding of and compliance with HIPAA requirements required.

Demonstrated proficiency in writing and editing content based on target audience required.

Strong verbal, written and interpersonal communications skills required.

EOE Minorities / Females / Protected Veterans / Disabled:

The University of Rochester is committed to fostering, cultivating, and preserving a culture of equity, diversity, and inclusion to advance the University’s mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion/creed, sex, sexual orientation, citizenship status, or any other status protected by law. This commitment extends to the administration of our policies, admissions, employment, access, and recruitment of candidates from underrepresented populations, veterans, and persons with disabilities consistent with these values and government contractor Affirmative Action obligations.

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Learn. Discover. Heal. Create.

Located in western New York, Rochester is our namesake and our home. One of the world’s leading research universities, Rochester has a long tradition of breaking boundaries—always pushing and questioning, learning and unlearning. We transform ideas into enterprises that create value and make the world ever better.

If you’re looking for a career in higher education or health care, the University of Rochester may offer the perfect opportunity for your background and goals

At the University of Rochester, we commit to diversity, equity, and inclusion and united by a strong commitment to be ever better—Meliora. It is an ideal that informs our shared mission to ensure all members of our community feel safe, respected, included, and valued.