Senior Manager, Social Media & Talent Branding - 102250

Job Information

JOB TITLE : Senior Manager, Social Media & Talent Branding

SALARY RANGE : $88,230 - $115,802

HAY POINTS : 634

DEPT/DIV: People Department (Talent Acquisition)

SUPERVISOR : Director, Talent Acquisition

LOCATION : 2 Broadway New York, NY 10004

HOURS OF WORK : 9:00 am - 5:30 pm (7 1/2 hours/day)

DEADLINE : Open untill filled

In order to protect our employees and continue to provide safe and reliable service to our communities, as of November 14, 2021 we are requiring all new MTA hires to be fully vaccinated against COVID-19 prior to their start date. MTA will consider exceptions for religious and medical reasons, where appropriate. “Fully vaccinated” means you must have both doses of a 2-dose vaccine and two weeks have elapsed since the second dose or have received 1 dose of a 1-dose vaccine and two weeks have elapsed since the dose. Proof of your vaccination status in the form of a CDC vaccine card must be submitted prior to your start date.

Summary

The Senior Manager, Social Media & Talent Branding, is responsible for increasing brand awareness through the effective use of social media outlets. Branding gives an organization its identity, value, and distinction from competitors. Top candidates want to know an organization’s mission, core values, culture, and commitment to social responsibility. This position will establish the MTA as a great place to work to attract, engage, and hire the best talent.

This individual will manage a team and need to partner with key stakeholders across the agency, including other People group members, business unit executives, and department areas dealing with Customer Communications, Social Media Response, and Budget. This position is also responsible for identifying best practices and standardizing these practices across all agencies.

Responsibilities

• Develops and implements online strategic plans and vision with emphasis on ensuring the efforts are aligned with the overall department and organizational goals. Work with Talent Acquisition management, Agency People partners, business units, recruiters and other groups within to plan, develop and implement social media and branding strategies to ensure hiring goals and objectives are met, and positions are filled with the best possible talent. Provide innovative ideas for filling complex and hard to fill titles. Implement and adhere to industry best practices.
• Support the efficient and timely sourcing of diverse and talented candidates. Partner with client departments and Workforce Forecasting & Planning to review hiring plans to develop marketing plan and advertisements for current and future hiring needs. Assist in ensuring the delivery of diverse applicants to hiring departments. Work with the MTA’s Communications departments, advertising agency, hiring managers and various other recruitment companies to develop strategies and media plans. Build talent pipelines and assist with employment branding.
• Analyze trends and make recommendations that will establish and maintain effective branding and advertisement across all Social Media platforms including metrics, processes, systems and tools. Use metrics to create reports and identify areas where MTA’s branding can be improved.
• Make recommendations and implement approved changes to MTA Career related landing pages. Develop new social media growth strategy and calendar for proprietary brands with cross-functional teams. Coordinate and collaborate with the Customer Communications department to create an employment site that leverages the culture and benefits of a career with the MTA.
• Lead social marketing strategies including goal setting, learning agendas, channel allocations, creative/community strategy and measurement. Develop and scale our Creator/influencer marketing strategy, including identifying 'hero' employees to feature in our work and partner with on campaigns.
• Identify key features and benefits of the agency that make it attractive to candidates, highlighting key differentiations that set it apart from competitors. Leverage candidate facing communications, social media, and video conveying the agency’s culture and employee experience.
• Develop and project the employee value proposition. Draft communications to drive candidate attraction and engagement through social media, online marketing, and other digital channels. Research the talent market to find relevant audiences. Support all activities related to connecting with our online audience.
• Oversees the agency’s employment branding strategies and plans. Establishes and oversees social media presence. Set up and manage an online marketing program to promote job openings and career opportunities at the MTA. Ensure marketing and recruitment/talent acquisition goals are aligned. Remain current with new technologies, social media best practices, and trends,
• Author and develop a consistent stream of fresh, clever, and creative content that engages and educates our followers, build meaningful connections, and encourage followers to interact and take action if interested in our job opportunities. Plan and oversee production of printed recruiting materials including brochures, flyers, signage, etc.
• Produce daily content feeds for MTA channels in collaboration with Communications team to ensure consistent brand voice and visual identity, and with MTA advertising team to deploy paid social extensions to organic social campaigns where relevant.
• Monitor our social medial platforms. Track activity levels, applicant, feedback, and social presence on all social media platforms and job boards. Identify current and future strategies to engage more users. Communicate with industry professionals via social media to create a strong network. Coordinate and collaborate with the Customer Communications department to create an employment site that leverages the culture and benefits of a career with the MTA.
• Manage our corporate social media communities, moderate user conversations and comments, and respond to a high volume of customer posts with the appropriate care and awareness of relevant corporate policies and messaging requirements. Monitor our social medial platforms. Track activity levels, applicant, feedback, and social presence on all social media platforms and job boards. Identify current and future strategies to engage more users. Communicate with industry professionals via social media to create a strong network.
• Develop and implement quarterly social media marketing strategies that deliver on the needs of MTA’s diverse portfolio of businesses. Work closely with cross-functional teams including Marketing, Internal & External Communications and Content Marketing to build effective social media marketing campaigns that support business initiatives across the funnel. Manage our corporate social media communities, moderate user conversations and comments, and respond to a high volume of customer posts with the appropriate care and awareness of relevant corporate policies and messaging requirements.
• Assists with the coordination of new content and maintains existing content including leading and planning the implementation of keywords, video, sound and media files. Prepare creative briefs and work closely with designers, video artists, and other social media managers to drive visually and strategically elevated content. Develop and implement quarterly social media marketing strategies that deliver on the needs of MTA’s diverse portfolio of businesses. Work closely with cross-functional teams including Marketing, Internal & External Communications and Content Marketing to build effective social media marketing campaigns that support business initiatives across the funnel.
• Leverage business insights, applicant insights, platform analytics and internal/external benchmarks to set and manage social KPIs, web traffic metrics, and SEO(Search Engine Optimization). Assists with the coordination of new content and maintains existing content including leading and planning the implementation of keywords, video, sound and media files. Prepare creative briefs and work closely with designers, video artists, and other social media managers to drive visually and strategically elevated content.
• Collaborate and/or assist with Director of Talent Acquisition, Director of Communications, Deputy Creative Design or Video, and Director of Data Science. Develop in-depth monthly reports and contribute to quarterly marketing ROI analyses and recommend optimizations to content strategy and channel strategy to improve monthly performance. Leverage business insights, applicant insights, platform analytics and internal/external benchmarks to set and manage social KPIs, web traffic metrics, and SEO (Search Engine Optimization).
• Assess and make strategic recommendations to improve MTA social media workflows and tools, and to improve integration points and data flow between social media channels and MTA’s larger marketing infrastructure. Collaborate and/or assist with Director of Talent Acquisition, Director of Communications, Deputy Creative Design or Video, and Director of Data Science. Develop in-depth monthly reports and contribute to quarterly marketing ROI analyses and recommend optimizations to content strategy and channel strategy to improve monthly performance.
• Develop and motivate personnel within the unit, creating brand ambassadors. Provide career development for subordinates. Assist in training and managing the development of a recruiters sourcing skills. Provide prompt and effective coaching and counseling. Review performance of staff. Create a professional environment that respects individual differences and enables all employees to develop and contribute to their full potential
• Assess and make strategic recommendations to improve MTA social media workflows and tools, and to improve integration points and data flow between social media channels and MTA’s larger marketing infrastructure.
• Create and maintain a professional work environment that respects individual differences, enables all employees to develop and contribute to their full potential, and fosters a positive employee relations climate that ensures MTA principles, policies and programs are consistently practiced.
• Other duties as assigned.

Qualifications

• Attracting diverse, well qualified candidates while working within the confines of our financial limitations and competition from the private sector.
• Attracting candidates for hard to fill titles such as those in executive level, skilled trade, engineering, and IT.
• Sourcing and building new talent pipelines in a competitive market.
• Creating various metrics that can effectively and accurately communicate process outcomes, improvements and deliverables using data pulled from different sources.
• Partnering with business units and members of the broader People team across agencies to transform processes and influence change. Including facilitating building employment/social media branding and creating brand ambassadors.
• Has some level of authority for the decision making, staffing, advertising, and budget for their functional area of responsibility, subject to departmental management and/or Senior Management’s final approval. Decision-making authority over their functional area of responsibility is within well-defined, somewhat diversified procedures and precedents.
• Analyzes and makes recommendations for policy and procedural changes with final approval from departmental management or Senior Management and supports implementation of such changes.
• May provide input into overall strategy and approach in External/Internal communication strategy and utilization of paid advertisement budget with departmental management, Business Partners, and/or HQ Senior Management.
• All requests for the Talent Acquisition department to pay for a media plan from its budget for another department must be referred to the department's direct supervisor and chief for review and approval as an exception. Due to a limited budget, it is monitored closely.
• Must have demonstrated knowledge of creating and delivering effective social media campaigns that have measurably improved corporate brand and employer brand perceptions, driven awareness and consideration of new job opportunities, and built engaged followings for skilled trade, hard to fill, or executive level positions.
• Must have experience crafting social media strategies to support high-visibility business announcements and respond to sensitive business conversations.
• Must have knowledge/experience of sourcing for a diverse and skilled workforce in a civil service and/or unionized environment.
• Expertise and understanding using campaign and content management tools including Google Analytics as well as channel-specific reporting and analytics tools.
• Demonstrated knowledge of the full digital marketing landscape.
• Strong writing, editing, and graphic design skills including proficiency with some of the following tools Adobe: Photoshop, Illustrator, After Effects, or Premiere Pro, Figma Proficiency with marketing automation.
• Knowledge and/or understanding of search engine optimization.
• Demonstrated ability building paid social campaigns (esp. LinkedIn, Indeed, Facebook advertising) including segmentation and targeting, creative strategy, analytics and optimization.
• Strong knowledge of sourcing and employer branding.
• Demonstrated ability to develop and execute strategies to source and recruit top talent based on defined job criteria and competencies.
• Professional experience increasing audience on social media platforms.
• In-depth knowledge of current Web trends and tool
• Must be proficient in Microsoft Office applications or comparable applications, i.e., Word, Excel, PowerPoint, and Outlook
• Excellent communication, interpersonal, and organizational skills.
• Resourceful in gathering information from across the organization and acting with operational confidence.
• Demonstrated ability to communicate effectively with key internal and/or external stakeholders.
• Demonstrated ability to work in a high-profile, high-pressure environment effectively.
• Proven problem-solving skills. Must be resourceful and creative with solutions.
• Demonstrated ability to change priorities while meeting deadlines.
• Must have strong managerial skills to effectively direct a staff of professional and semi-technical employees in implementing the short- and long-term goals and direction for the area of responsibility.
• Demonstrated analytical capabilities and quantitative skills.
• Understanding of the organizational culture.

Education and Experience

Required

• Bachelor’s degree in Digital Marketing, Marketing, Communications, Public Relations, Business Administration, Human Resources, Public Administration or a related field or an equivalent combination of education and experience from an accredited college may be considered in lieu of a degree.
• Minimum (6-7) years as a Social Media Manager and progressive experience in leading Social Media marketing and Talent Branding or related Digital Marketing function, including at least (3) years of supervisory, managerial or project management experience in a large, multi-faceted, fast-paced organization or governmental body preferred.

Preferred

• Master’s degree in a related field.
• Superior writing, communication, interpersonal, and organizational skills.
• Prior experience working in a large, multi-faceted, fast-paced organization.
• Familiarity with the MTA’s collective bargaining procedures.
• Familiarity with the MTA’s policies and procedures.

Other Information

As an employee of MTA Headquarters, you may be required to complete an annual financial disclosure statement with the State of New York, if your position earns more than $101,379 (this figure is subject to change) per year or if the position is designated as a policy maker.

How To Apply

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Equal Employment Opportunity

MTA and its subsidiary and affiliated agencies are Equal Opportunity Employers, including with respect to veteran status and individuals with disabilities.

The MTA encourages qualified applicants from diverse backgrounds, experiences, and abilities,including military service members, to apply.