Role Description
Role Title:
Digital Content Writer
Team:
Digital Team (Delivery & Customer Engagement)
Location:
Carthusian Court, London
Reports to:
Content Manager
CITB is committed to Safeguarding and promoting the welfare of learners and expects all staff and
volunteers to share this commitment. Appointment to this position is subject to an Enhanced
Disclosure check from the Criminal Records Bureau.
Role Purpose:
To lead on the development of digital messaging and content across CITB, providing specialist
advice and support on framing digital content for our wide-ranging audiences. To work with internal
business partners, external stakeholders and customers as well as colleagues across the digital team
and the broader communications network within CITB to develop and deliver all content across all
digital assets.
Role Accountabilities:
Identifies content needs

Develops strategy for large scale projects to enable a User driven approach while ensuring
stakeholder and business partner buy-in through close collaborative working.
 Deconstructs web analytics, research and customer insights to define areas for improving content
and enhancing customer journeys.
 Takes a strategic approach to content development ensuring business and customer needs are met
Develops and produces content


Plan, develop, edit and ensure quality digital content across all channels.
Develop creative solutions to maximise end user engagement in content
Stakeholder management and influencing



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Champion quality, raise profile of all digital content projects across CITB’s internal and external
channels
Act as a brand champion for CITB
Contribute to CITB overall communications and messaging bringing a digital perspective
Keep informed of digital trends and developments and share these findings with colleagues to
ensure the organisation maintains perspective.
Role Description

Develop, motivate, coach and support colleagues to provide good quality written content.
Work in a collaborative and strategic way
 At ease working in an agile environment with the ability to identify ways to iteratively improve
content.
 Provide timely feedback on content and development to the Digital Strategy Manager and wider
team to enable broader strategic discussions and eliminate obstacles by providing a realistic view of
digital projects and their delivery.
 Work collaboratively with colleagues and business partners to ensure projects benefit from the
additional value of marketing, communications, product management inputs to deliver against
objectives
 Implement corporate policy, strategy and standards for digital communications, web experience,
communities of engagement and social networking
 Impacts the following which align directly with corporate strategies and objectives:
Customer and stakeholder satisfaction & engagement
Internal staff satisfaction & engagement
Channel shift
Avoidable contact
Cost efficiencies
Business Impact:
Impact:
No direct reports currently but influence at all levels across the organisation and will lead project teams
of business partners, digital team members, external content writers and engage directly with senior
stakeholders and customers to help shape relevant content...
Financial responsibility:
For content suppliers, project budgets
Decision making responsibility:
Works independently and collaboratively
Works independently and applies independent judgement in area of expertise whilst working
collaboratively with business partners and stakeholders to ensure all digital assets are driven by end
user needs.
Knowledge, Skills and Experience:
Role Description
Essential
 At least 5 years’ experience of high quality copy-writing/journalism and editing within a digital
context.
 Ability to write compelling, imaginative copy tailored for different audiences, explain complex issues
in accessible and engaging language
 A meticulous attention to detail and an expert at grammar and spelling

Awareness and experience of web accessibility and usability best practices


Experience in providing training and support to colleagues in order to champion quality and improve
the standard of digital copywriting across the organisation.
Good stakeholder management and influencing skills,
Proven experience in using metrics and user feedback to define content needs
Proficient in the use of Google Analytics and social media analytics
Professional experience in web content management – preferably experience using an enterprise
level content management system
Ability to plan, manage, organise and prioritise own workload effectively, often to tight-deadlines.

Relevant degree or equivalent (e.g. English or Journalism)




Desirable

Knowledge of the construction industry

Previous experience in writing in an area relevant to CITB – skills, education

Basic understanding of HTML
Communication/Relationships:


Strong communication and influencing skills are needed to provide training and support to
colleagues, champion quality and improve the standard of digital copywriting across CITB
Good stakeholder management skills- this role faces both internally & externally
Role Description
Decision Making:
This role leads in the development of digital messaging and content across CITB, providing specialist
advice and support on framing digital content for our wide-ranging audiences.
This role needs to work with internal business partners, external stakeholders and customers as well as
colleagues across the digital team and the broader communications network within CITB to develop and
deliver all content across all digital assets.
This role encompasses responsibility for:

content suppliers, project budgets

decision making responsibility regarding quality of content that meets end user needs
This role requires independent working and applies independent judgement in area of expertise whilst
working collaboratively with business partners and stakeholders to ensure all digital assets are driven
by end user needs.
Change Management:
This role has an impact on the following which align directly with corporate strategies and objectives:
Customer and stakeholder satisfaction & engagement
Internal staff satisfaction & engagement
Channel shift
Avoidable contact
Cost efficiencies
This role requires a strategic approach to content development ensuring business and customer
needs are met
Key Competencies
Behaviours
Fairness, Inclusion & Respect Level 2 – brings FIR considerations into content development from a
customer perspective and in dealing with customers and stakeholders
Works collaboratively – Level 4 – the role is all about working collaboratively both internally and
Role Description
externally to achieve results
Drives for results – Level 3 – delivering corporate large scale projects
Working with courage and integrity – Level 3
Building capability – Level 2
Innovation, change and agility – Level 2
Special Conditions/Other Requirements:

London-based office

Willingness to travel to area offices

Able to work outside normal hours if required
To promote and uphold the corporate behaviours, policies, procedures and processes within CITB
and to challenge through appropriate actions where behaviour falls below acceptable standards
Role Description
For use by Role Evaluation panel
Contribution Factors:
Functional Knowledge
Knowledge of functional work and activities; function complexity
Business Expertise
Organisational as opposed to technical expertise
Leadership
Nature and breadth of leadership
Problem Solving
Mental agility in analysis, judgment and decision-making
Nature and area of impact
Overall level of responsibility and area of impact within the
organisation
Interpersonal skills
Level and type of ‘people’ skills
Role Evaluation:
Band:
Grade: