HRB 32B (05/08)
DFEEST/11/74685
JOB AND PERSON SPECIFICATIONS
Title of Position Senior Web & New Media Officer
Classification ASO-6
ASCO Code
261200
Appointment Fraction 1.0
Directorate/Division Corporate Communications &
Marketing
Workgroup/Section Media & Communications
Permanent / Ongoing
Contract
Term
Casual
Term
Other
Term
Position Reference No
Position Created
Administrative Unit DFEEST
Position Analysis
 Originated by:
 Classified by:
CCOM007
01 July 2011
Occupant
Version No
1.3
Version Date
May 2012
Job and Person Specification Approval
/
/
Commissioner for Public Employment or Chief Executive or Delegate
Job Specification
1
Summary of the broad purpose of the position in relation to the organization’s goals
The Senior Web Officer is accountable to strategically coordinate and implement all digital, web and social media
communications to promote the Department’s programs by:
 Managing, developing and implementing the web, digital and social media strategy for DFEEST.
 Contributing to the promotion and effective communication of DFEEST information and services.
 Providing quality control of online information and content in accordance with communications protocols.
 Proactively investigating and implementing new media channels to promote DFEEST programs and
initiatives.
 Measuring and reporting on online technologies and new media.
 Developing and implementing web marketing to support and complement other promotional strategies.
 Effectively managing external suppliers and contracts to deliver on web and social media strategies.
2
Reporting/Working Relationships
Internal:
External:
3
The Senior Web Officer reports to the Team Leader, Media and Communications and works closely
with all DFEEST directorates. In particular this position needs to work collaboratively with ICT Services.
Further, this position works with other members of the Corporate Communicatons and Marketing team
to deliver strategic communications and promotions.
The Senior Web Officer is required to operate the portfolio through collaboration and networking, within
and outside the department, promoting the DFEEST profile through liaison with key government agencies,
professional associations, and also works with private service providers.
Special Conditions
Out of Hours Work:
Travel:
Location:
Other Conditions:
Some work outside of normal hours may be required at various times.
Some intra/interstate travel and overnight absences may be required.
Initial appointment will be to DFEEST, City Central
Appointment to this position will be subject to a satisfactory criminal history check.
The incumbent will be required to achieve performance targets that are negotiated
and mutually agreed with the Line Manager. A flexible approach to working hours
and taking of leave is essential.
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4
Authority
Levels/limits of authority in relation to finance, human resources and administrative requirements are defined by
Departmental delegations and policies.
5 Voluntary Flexible Working Provisions – (Provisions may be available subject to operational requirements)
In line with the Department’s Flexible Working Arrangements Policy, this position is able to access the range of
options available such as flexi-time, compressed weeks, purchased leave etcetera through negotiations with the
relevant manager:
Flexitime:
Working Part-time:
Compressed Weeks:
Job Share:
Working at Home:
Purchased Leave (48/52):
6
Statement of Key Responsibilities/Duties
Contributing to the promotion and effective communication of DFEEST information and services by:
 Managing, developing and executing a highly effective and creative online/web strategy in line with the
overall promotional strategy and direction;
 Managing, developing and publishing online content that relates to, corporate communications and
marketing campaigns;
 Managing, developing, executing and reporting on a highly effective and creative social and digital media
strategy.
 Proactively developing new and digital media communications and strategies (including social media) for
promotional campaigns and communications;
 Identifying, evaluating and developing no or low cost promotional programs online representing the
Communications unit and the Department on relevant committees as determined by the manager;
 Representing the Department at whole of government website forums and coordinating content
contributions from DFEEST for the Single Entry Point;
 Liaising and working collaboratively with staff and stakeholders internal and external to the department to
achieve priorities as identified by the department;
 Providing expert advice regarding web design, branding and development, presentation options and
appropriate links to web and content providers within the Department; and
 Engaging and working with the Skills SA website team to ensure consistency of communications and
messaging across both websites.
Providing quality control of online information and content in accordance with communications protocols
by:
 Establishing and communicating user friendly processes, policies and protocols for the development of
DFEEST web pages and reviewing departmental web content to ensure accurate style, tone, branding and
compliance with Government web standards;
 Leading the quality assurance for web content;
 Working closely with relevant DFEEST directorates to ensure sound business processes are adhered and
providing advice on, all Department websites;
 Providing high level customer service standards to clients at all levels by modeling service excellence and
establishing and maintaining service relationships;
 Providing strategic advice on web and new media policies and processes to support the priorities of the
Department;
 Supporting organizational cultural change associated with the implementation of new systems;
 Developing, implementing and evaluating all governance protocols and all-of-government guidelines for
departmental Internet and Intranet environments;
 Undertaking comprehensive research into online developments including governance, content
management, privacy, security, and risk mitigation and interprets technological changes into practical and
value-for-money solutions for DFEEST online initiatives;
 Contributing to crisis management protocols and practices in consultation with the Team Leader, Media and
Communications; and
 Managing any risks related to social media and establish risk mitigating strategies.
Proactively investigating and implementing new media channels to promote DFEEST programs and
initiatives by:
 Undertaking comprehensive research into new media, innovations, governance and the technologies that
provide value for money solutions for online, digital and social media initiatives;
 Identify social media marketing techniques to increase engagement, visibility, membership and traffic and
provide advice to Departmental staff regarding online promotions and the use of social media;
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Providing advice to business units about social media best practice and develop and maintain social media
strategies including social media campaigns;
Interpreting business requirements, providing advice and developing creative and innovative online and
digital media solutions to deliver strategic communications across the Department;
Working closely with external suppliers and contracts to deliver web and social media.
Building awareness and educating staff on social and digital media strategies;
Contributing to stakeholder engagements and marketing strategies and developing and executing a highly
effective and creative social and digital media strategies; and
Establishing and coordinating the social media reference group.
Measuring and reporting on online technologies and new media by:
 Ensuring that technologies are implemented for measuring, monitoring and reporting on site performance
and quality;
 Reporting on web and online metrics via Google Analytics etc. and generating reports for social media;
 Proactively investigating, assessing and advising on new online communications trends, media and
promotional tools and channels with a view to developing strategic and innovative engagement programs;
 Developing and maintaining a dashboard of measurements and metrics for online activity and promotion
and;
 Accessing information and data from a range of sources in order to provide recommended improvements
and assist in the implementation of these recommendations.
Developing and implementing web marketing to support and complement other promotional strategies by:
 Developing event related microsites and supporting social media platforms;
 Running online marketing campaigns and engagement strategies;
 Supporting customer and stakeholder engagement programs; and
 Using web statistics to measure promotional activity and provide regular, timely and detailed reporting on
web performance for both the intranet and internet.
The principles and practices of Equal Employment Opportunity, Diversity, Workplace Health & Safety,
Risk Management and Business Continuity, general public sector aims and the Code of Ethics are
promoted and implemented and the provisions of the relevant legislation and regulations are adhered
to.
7
Position Context
The Department of Further Education, Employment, Science and Technology (DFEEST) is responsible for:
1. Ensuring high levels of participation and achievement in learning and work and raising the skill levels of
South Australians;
2. Assisting industry and employers to develop their workforce and meet their skills needs;
3. Building the capability, quality and capacity of the vocational education and training (VET) and higher
education systems to meet the demands of individuals and of industry;
4. Providing public funding for training to approved providers;
5. Advancing science and research and the information economy through developing and implementing whole
of State strategies.
The carriage of both education and children’s services (eg early childhood) and science and information economy
by one Minister is a unique opportunity.
The lead role in support of the Science and Information Economy (SIE) Portfolio will be undertaken by the Digital
Economy and Technology (DET) directorate and the Quality Tertiary Education, Science and Research (QTESR)
directorate.
These directorates will provide policy advice and investment direction to support science and research and
information economy activities. The objective of these ‘whole of government’ and ‘whole of state’ activities is to
support improved state productivity, higher value jobs and skills; including skills that people need to proposer and
advance in a digitally connected world. This work includes developing evidence based policy and strategic programs
relevant to SIE that help address and have measurable impact upon the State’s economic, environmental and social
priorities and challenges.
TAFE SA is a current business unit within DFEEST. Through the Skills for All reform, there will be an operational
separation of TAFE SA from DFEEST. This will be a staged approach with TAFE SA having greater autonomy
through the Office of TAFE for the 2011-2012 financial year and then statutory authority status from 1 July 2012.
Until this happens, TAFE SA staff and budget are still considered part of the overall DFEEST FTE and budget.
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DFEEST is an equal opportunity employer and encourages Indigenous Australians, young people, people with
disabilities, people from culturally diverse backgrounds and women to apply for advertised positions. All Corporate
Directorates work collaboratively with a strong emphasis on outcomes and accountability to ensure organisational
goals are met.
There is approximately 3300 fte staff in the Department and the budget is some $460m (including TAFE SA).
Corporate Communications & Marketing implements (and influences) whole of Government branding and
communications policies: advertising, web, digital and Master Media contract requirements etc. The unit manages
the key media, marketing and communications relationships and suppliers to achieve this. Corporate
Communications & Marketing will be responsible for branding and establishing the appropriate policies, systems
and procedures to manage all branding and promotional activity.
Corporate Communications & Marketing is responsible for providing advice to executives and directorates on
media, communications and promotion in all media. This includes quality reviews of all marketing and
communications to ensure consistency of message, branding (language, tone, visuals, and logos), effectiveness
and strategic integrity of all promotional materials.
Corporate Communications & Marketing is responsible for developing and delivering the overarching Marketing and
Engagement strategy that will inform the development of Skills for All promotion and the branding of the Skills SA
website. Corporate Communications & Marketing will deliver integrated communications and marketing support to
all directorates. This will be done via functional areas: communications (internal and external, web, print and
digital/social media), event management and sponsorship, marketing campaigns and design work.
NB: All marketing and engagement strategies are developed by Corporate Communications and Marketing in
liaison with each directorate. The engagement strategies will be executed through program areas/directorates as
they own the primary relationships with specific stakeholder groups.
8
Position Challenges
The position demands high levels of confidentiality and discretion, and is subject to periods of high intensity
workloads, with rapidly changing priorities.
The position will need to represent and implement the Department’s web strategy on web communications internally
in cross functional groups and externally on Government web forums.
The position will need to be cognizant of risks associated with social media and actively manage them while
providing high level advice to the CE, executives and managers in relation to digital media.
The position will need to develop highly effective, low cost strategies consistently.
9
Certified Correct
Approved:
Line Manager
/
/
Endorsed:
Human Resou c s
/
/
/
/
Occupant
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Person Specification
ESSENTIAL MINIMUM REQUIREMENTS (Maximum of 8 criteria)
Educational/Vocational Qualifications

Tertiary qualification in a relevant discipline.
Personal Abilities/Aptitudes/Skills

High level interpersonal, written and verbal communication skills to liaise effectively with a wide range of
stakeholders, facilitate and participate in group discussions, resolve conflict and negotiate successful outcomes
in a resourceful and diplomatic manner.

Proven ability to provide strategic leadership of website development under limited direction and provide advice
on innovative methods to promote online communications of a critical and complex nature; and

Ability to work independently and as a member of a team to provide specialist advice to develop online and
digital communications for the Department through research, recommending and implementing new web-based
technologies.
Experience

Proven experience to plan, manage and implement online and social media strategies for internal and external.
communications; and

Proven experience in contributing, liaising and working collaboratively with high level staff and stakeholders
internal and external to the Department to deliver on Departmental priorities.
Knowledge

Demonstrated comprehensive knowledge of effective web usability and accessibility to improve website quality;

Demonstrated expertise in and knowledge of social and digital media.

Applying workplace health and safety and workers compensation legislative requirements in business activities
for which the position is responsible, whilst ensuring compliance to Agency workplace health and safety policies,
procedures and processes including the identification, assessment and control of risks and evaluation of
mitigation strategies to minimize the likelihood of injury and/or disease incorporating the agencies risk
management framework.
DESIRABLE CHARACTERISTICS (Maximum of 4 criteria)
Personal Abilities/Aptitudes/Skills


Proven technical aptitude in relation to the specific software used to publish DFEEST websites and provide
Level 2 technical support for website service delivery.
Proactive and committed to innovation, creativity and teamwork.
Experience

Proven experience with web design software including, but not exclusively, Photoshop and Dreamweaver and
experience in preparing and presenting web based documentation.
Knowledge

Demonstrated broad understanding of the role and function of DFEEST Corporate Communications and
advanced knowledge of opportunities to improve website communication services and knowledge of
government policy and agency procedures
Educational/Vocational Qualifications
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