DIGITAL MARKETING & WEB
OFFICER
Based at North Devon Campus
(Barnstaple)
Full-time and temporary for 12
months
Information for Candidates
Acting Principal: Diane Dimond
Petroc is a highly successful and expanding institution, delivering education and
skills training in Devon and beyond.
Petroc is a £34 million institution serving nearly 1,500 square miles of rural
Devon.
At the heart of our new identity is a single idea: opening eyes. We are about
instilling people with aspiration and empowering them to achieve anything and
everything they set their mind to.
Opening eyes is the experience that we deliver to our stakeholders: our learners,
our staff and our partners. It is the idea which supports our vision of being an
outstanding college at the heart of an outstanding learning community.
We believe in bringing out the very best in people through being open and
responsive, stimulating fresh thinking and building both confidence and ambition.
And our personality is neatly summarised in three key words: inspiring, bright
and challenging.
Petroc is central to the economic, social and cultural needs of our surrounding
communities. Over 20,000 student enrolments take place each year with ages
ranging from 14 to 80+ years. With a staff headcount of approximately 1,150,
the College is one of the largest employers in the area. We pride ourselves on our
forward thinking, enthusiastic and diverse staff who make Petroc a vibrant and
friendly place that is both flexible and supportive for all.
Petroc delivers significant provision across all Skills Funding Agency programme
areas (except agriculture) in a wide range of academic, vocational, work based,
recreational and Higher Educational (in collaboration with the University of
Plymouth) subjects.
Our students come from Devon, Cornwall, Somerset, Dorset and, through
distance learning, areas far beyond South West England. Strong links are
maintained with all schools and community colleges, as well as other institutions,
to ensure comprehensive provision for all young people and adults in the area.
In recent years, the delivery of education and training for employers has
expanded very rapidly making the college one of the largest training providers in
the South West.
With the nearest University 50 miles away, Petroc’s North Devon Campus based
at Barnstaple has seen a very large increase in Higher Education. Further
expansion is planned through the Mid Devon Campus based at Tiverton. In total,
some 600 people currently study HE at the college, with the majority on
Foundation Degree programmes.
Whilst recognising the essential need to raise the skill level of the community and
support people in gaining qualifications, the college remains passionate about
learning for fun and pleasure and has expanded significantly recreational learning
experiences.
In March 2012 The Office for Standards in Education (OFSTED) recognised the
achievements of Petroc by grading the college as ‘good’ in virtually all areas with
‘several outstanding features’ including Safeguarding and Science.
Location
Petroc’s direct provision is delivered mainly from campuses in Barnstaple and
Tiverton. However the college has a number of leased, off-site premises which
are used for other specialist purposes in the Barnstaple, Tiverton and Holsworthy
areas.
As an employer
We are committed to being an equal opportunities employer, selecting staff on
the basis of ability and the requirements of the post (which are detailed in the
Person Specification). As a college we recognise the benefits of having a diverse
community of staff.
Benefits and facilities available for Staff include:
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Continuing Professional Development Centre
Childcare Voucher Scheme
Cycle to Work Scheme
Specsavers Corporate Eyecare Scheme (for VDU users)
Sanctuary Spa & Skin Care Centre
College Fitness Suite
College Theatre
Counselling Service
Hair & Beauty Salons
TERMS & CONDITIONS OF EMPLOYMENT
Type
The advertised post is full-time and temporary for 12 months
Hours of Work
You will be expected to work such hours as are reasonably necessary for the
proper performance of your duties and responsibilities. Staff will normally work a
37 hour week. The hours for this post are 37 hours per week x 52 weeks per
year.
Holiday
The postholder will be entitled to 25 days paid leave per annum, plus Bank
Holidays. Also the college traditionally closes between Christmas and the New
Year and these three days are additional to the postholder’s leave entitlement.
After 5 years’ service the entitlement will increase to 30 days.
Pay
The salary for this post will be £20,556 per annum - £22,464 per annum (Scale
5)
Probationary Period
As with all Petroc appointments, there will be a 10 month probationary period.
This is to provide the opportunity for the line manager to ensure that the
employee is on the right track and is progressing in the role as expected. The
notice period will be one week during this probationary period.
Pension Scheme
You will automatically join the Local Government Pension Scheme, which is an
index linked final salary scheme. The contribution that you would make would be
5.8% of your gross salary, with Petroc making a contribution of 13.1% on your
behalf.
Appraisal
All Petroc employees are required to take part in the college’s Appraisal Scheme.
You will be appraised on an annual basis. The appraisal is aimed at establishing
work targets and to identifying to each employee’s training and development
needs. It is not, however, linked to salary, promotional issues or any
performance-related pay element.
Induction
All new staff are required to participate in a Staff Induction Programme, Equality,
Diversity & Inclusion Training, Health & Safety and Safeguarding Training as part
of their Contract of Employment.
Trade Unions
You will be entitled to join a union at the college and, indeed you are encouraged
to do so by college management. This is because college management consults
with staff through a Joint Consultative Committee framework upon which
recognised trade unions and/or professional organisations are represented.
Recognised unions are UNISON and TGWU for support staff, UCU and ATL for
academic staff and ACM for college managers. If you are appointed to the post
you are applying for and wish for more information, the Human Resources Office
will put you in touch with the appropriate branch representative.
Criminal Background Disclosure
Applicants / Employees are required to declare any pending criminal prosecutions
they may have as well as any spent criminal convictions, cautions, reprimands
and final warnings as defined under the Rehabilitation of Offenders Act 1974
(Exceptions) Order 1975. The only exception to this requirement is that
Applicants / Employees do not need to disclose any ‘protected’ cautions or
convictions as defined by the Rehabilitation of Offenders Act 1974 (Exceptions)
Order 1975 (Amendment) (England and Wales) Order 2013.
(Failure to disclose this information at any stage of the selection process
could lead to dismissal upon appointment in a role)
NB
DBS Disclosures will be taken up on successful candidates only.
More information is attached to our application form.
Sick Pay
Petroc offers its employees the benefit of a sickness allowance when absent due
to illness. This ranges from one month’s full pay and two months’ half pay, after
four months’ service to six months’ full pay and six months’ half pay after five
years’ service. More details are contained in all Petroc Contracts of Employment
and Sickness Procedures.
ID Badges
Photo ID badges are issued to all staff on appointment and can be used for
photocopying and library borrowing as well as for identification purposes. It is a
requirement that all staff wear their badges whilst on any college premises.
DIGITAL MARKETING & WEB OFFICER
FULL-TIME, TEMPORARY FOR 12 MONTHS
BASED AT NORTH DEVON CAMPUS
Scale :
Scale 5
Salary :
£20,556 per annum - £22,464 per annum
Hours of Work :
37 hours per week x 52 weeks per year
Responsible To :
Deputy Head of Marketing
Date of Job Description :
July 2015
This job description is a current statement of the duties and tasks required of the post-holder
concerned. The nature of the job description will change from time to time and its terms are
always governed and over-ridden by the post-holder’s Contract of Employment. The duties
outlined in this document do not constitute a comprehensive or exclusive list and duties may be
varied from time to time which do not change the general character of the job or level or
responsibility entailed.
The College has an active Equal Opportunities, Diversity and Inclusion Policy, commitment to
which is expected from all staff. Applicants are, therefore, invited from all suitably qualified
people irrespective of disability, gender or race. In particular, applicants with a disability, if
they wish to do so, may indicate on the application form details of their disability.
MAIN FUNCTION OF THE JOB
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Reporting to the Deputy Head of Marketing you will be responsible for managing the
customer-facing elements of Petoc.ac.uk including the development of digital content to
promote Petroc and encompass the provision of accurate marketing, as well as monitoring
and improving the online user experience to optimise learner recruitment and engagement
across all online channels.
MAIN DUTIES AND RESPONSIBILITIES
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Utilise Google Analytics regularly and run tests of different creative, landing pages and
microsites, to constantly track the behaviours of Petroc’s website users in order to
improve the user experience and the general functionality of the web site whilst also
considering SEO.
Regularly investigate the online customer journey, understanding drop out points, and
make recommendation for change leading to continuous improvement.
Create a best in class journey which drives customer satisfaction, user visit frequency and
duration.
Campaign development and the ability to define a media strategy to meet certain targets.
PPC campaign management and development of SEO techniques - on-page and off-page.
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Growing traffic through paid, owned and earned digital media channels.
Manage all online tools develop website content.
Build relationships with, and manage the performance of, external agencies that deliver
technical web solutions to the business.
Brief and manage new developments to the site.
Grow Petroc’s social presence across relevant social networking sites including Facebook,
Twitter, Pintrest and Google.
Monitor and issue regular reports on the performance of the website and other digital
marketing platforms used by Petroc, communicating and solving issues.
Work with colleagues to monitor and update social networking sites in line with Petroc’s
social media PR strategy.
Upload material and content to FTP for distribution to external websites, including video.
Manage the content management system (CMS) and ensure that all Petroc employees
who are required to use the CMS are trained in how to utilise the system as well as
adhering to best practice.
Ensure all web content follows legal/industry guidelines as applicable.
Keep abreast of digital developments so that the business remains at the forefront of
digital innovation. Provide leadership and industry knowledge and issue recommendations
on how future marketing and audience engagement strategies should be developed in
order to leverage any developments.
Coordinate web projects across departments.
Maintain a consistent look and feel throughout the web.
Copyedit and proofread all web content.
Ensure web-based information is archived for future needs and reference.
Work cooperatively with internal teams, handling any queries or problems relating to the
website from people with varying degrees of computer literacy.
Monitor and manage the online elements of the marketing budget.
Liaising with departments re marketing activities.
Attend events, day, evening and weekend, when appropriate.
Carry out any other marketing duties when necessary.
To attend training and meetings as deemed appropriate to the job role.
Candidates will be judged according to the degree with which they meet the following Person
Specification:
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Educated to degree level, hold an equivalent professional qualification in digital marketing or
have relevant, demonstrable work experience and skills.
Proven experience in the design and development of new sites, commercial CMS, digital
marketing material and function ability.
Experience of web and e-commerce development, web analytics, usability, A/B split and MVT
and site optimisation. You will need to be strong analytically with significant experience in
using Google Analytics and Webmaster tools on a regular basis.
A good understanding of how search engines work and the algorithms behind them with
experience of monitoring the performance of digital marketing and managing PPC campaigns,
SEO, Affiliates and Display Advertising.
The ability to grasp customer needs relating to the website and consider practical solutions
and deliver outstanding customer service internally and externally.
You will have a passion for digital with a desire to develop both yourself and the business
when it comes to digital innovation.
An open & expansive mind. Someone who can take control, innovating without requiring
orders.
Some web development experience. You don’t need to be a skilled coder but good coding and
design skills would be an advantage. HTML knowledge will be required along with a familiarity
of a variety of digital applications.
Experienced in Microsoft Office with skills in Creative Suite desirable.
Exceptional communication and organisational skills.
Proven ability to build consensus and work effectively within a cross-departmental team.
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Experience of planning and implementing e-marketing strategies and campaigns.
Ability to manage multiple projects in a fast-paced, deadline-driven environment.
Excellent written communication skills and attention to detail.
Confidence, to present and explain ideas to customers, colleagues and agencies.
Flexible attitude, especially during peak periods.
Ability to work as part of a team and unsupervised.
Willingness to undertake training to improve professional skills base and adapt to changing
circumstances where appropriate.
Willingness to work across Petroc’s Mid Devon and North Devon Campuses.
All positions are subject to the completion of an Enhanced DBS
Disclosure
Completed applications should be returned to the Human Resource
Office, Petroc, Old Sticklepath Hill, Barnstaple, Devon, EX31 2BQ
by no later than 12 noon on 12 noon on 10th August 2015
Applications received after this deadline will not be accepted
If you have not been called for interview within two weeks of the closing
date for this post, you should assume that you have not been shortlisted
on this occasion.