Senior Manager Social Media & Talent Branding

Description

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

This position is eligible for telework which is currently one day per week. New hires are eligible to apply 30 days after their effective date of hire.

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 semitechnical
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.

How to Apply:

MTA employees must apply via My MTA Portal. You can submit an online application by logging into My MTA Portal, clicking the My Job Search ribbon, and selecting the “Careers” link.

Logging in through My MTA Portal will link your BSC ID number to your job application to identify you as an internal applicant.

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.

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.