HRB 32B (05/08)
DFEEST/11/74685
JOB AND PERSON SPECIFICATIONS
Title of Position Senior Web Officer
Classification ASO-6
ASCO Code
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
Occupant
Version No
1
Version Date
June 2011
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 the development of Internet and Intranet websites
for DFEEST by:
 Providing strategic leadership and business planning advice related to web strategy, policy and processes to
support the priorities of the Department
 Developing, implementing and evaluating all governance protocols and all-of-government guidelines for
departmental Internet and Intranet environments
 Supporting all functions of the Corporate Communications & Marketing team to deliver targeted and integrated
promotional solutions
 Planning, delivering and reviewing the Skills SA website as the communications representative on the
operational team
 Providing expert specialized advice and consultancy services to clients, including troubleshooting and problem
resolution to manage the rollout of the Department’s Content Management System
 Interpreting business requirements and developing creative and innovative online solutions to deliver strategic
website communications
 Managing web project work, including projects of significance in accordance with corporate goals;
 Identifying and recommending the development of new web services using current and emerging technologies
to improve business practices
 Building partnerships with internal and external customers and coordinating the collaborative implementation of
the web strategy across the Department
2
3
Reporting/Working Relationships
Internal:
The Senior Web Officer reports to the Team Leader, Media and Communications and works closely
with all DFEEST directorates as well as ICT Services. This position works collaboratively with other
members of the Corporate Communicatons and Marketing team and the Office of the Chief Executive.
External:
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
Page 1 of 6
HRB 32B (01/08)
Out of Hours Work:
Travel:
Location:
Other Conditions:
4
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.
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:
Compressed Weeks:
Working at Home:
6
Working Part-time:
Job Share:
Purchased Leave (48/52):
Statement of Key Responsibilities/Duties
Contribute to the promotion and effective communication of DFEEST information and services internally
and community-wide through the development and maintenance of its Internet and Intranet sites by:
 Developing, managing and publishing online content that relates to internal communications, corporate
communications and marketing campaigns;
 Identifying, evaluating and developing practical solutions to integrate with existing departmental systems,
addressing customer and business requirements and issues and providing business improvements and
efficiencies;
 Liaising and working collaboratively with staff and stakeholders internal and external to the department to
achieve priorities as identified by the department;
 Building partnerships with sensitive stakeholders and user requirements to formulate appropriate solutions;
 Providing high level advice to a range of stakeholders on the impact and opportunities of emerging online
technologies related to service delivery;
 Leading website development duties of a sensitive, innovative, critical and complex nature, under limited
direction, that has significant impact on the Department, and
 Representing the Department at whole of government website forums and coordinating content
contributions from DFEEST for the Single Entry Point.
 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;
Quality control of online information and content in accordance with corporate goals 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 all web content
 Providing expert advice regarding web design, branding and development, presentation options and
appropriate links to web and content providers within the Department;
Provide a consultancy service for online corporate communications to a wide range of clients by:
 Maintaining records, resources and web directory structures;
 Undertaking comprehensive research into online developments, innovations, governance and the
technologies that provide value for money solutions for online initiatives;
 Providing high level customer service standards to clients at all levels by modeling service excellence and
establishing and maintaining service relationships;
 Contributing specialist input and expertise into the research, development and implementation of new webbased technologies and tools for communication;
 Ensuring that technologies are implemented for measuring, monitoring and reporting on site performance
and quality, and
Page 2 of 6
HRB 32B (01/08)


Supporting organizational cultural change associated with the implementation of new systems.
Developing and preparing business cases for online initiatives.
Review operations to determine their effectiveness for design and implementation of online solutions by:
 Coordinating, prioritizing and scheduling multiple website development tasks and projects using the
DotNetNuke Web Content Management System (or any approved system) for DFEEST Internet and
Intranet sites;
 Designing and updating website templates for consistent presentation and departmental branding;
 Continually improving the usability, accessibility and interactivity of DFEEST websites;
 Monitoring of communications systems and content publishing system for compliance with web standards;
 Managing outsourced services including estimating the cost and best method of delivery of services,
negotiating agreements with customers, maintaining accounts/tenders and arranging payment for clients
and managing external specialized service providers.
 Develop, implement and evaluate a coordinated and contemporary approach to significant strategic web
development and working with other Departmental workgroups.
 Operate the portfolio by networking and collaborating; forging and maintaining strong alliances network
groups, and by building and maintaining professional networks related to web marketing and ecommunication.
 Contribute advice on matters of related policy and assist in its development and implementation
Develop and implement web marketing to support and complement other promotional strategies which
includes:
 Developing event related microsites
 Supporting social media platforms
 Running online marketing campaigns and engagement strategies
 Supporting customer and stakeholder engagement programs
 Keeping information fresh and relevant
 Using web statistics to measure promotional activity
 Regular, timely and detailed reporting on web performance – intranet and internet
The principles and practices of Equal Employment Opportunity, Diversity, Occupational Health Safety
& Welfare, general public sector aims and 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 to support improved state productivity, higher value jobs and skills; including skills that
people need to prosper and advance in a digitally connected world.
In February 2011, Skills for All was announced as the strategic direction for vocational education and training
in South Australia. The Skills for All reform proposes fundamental changes to the State’s training system in
order to:



Raise the skill levels of South Australians;
Increase the number of South Australians with post school qualifications and achieve the Government’s
Job Strategy of an additional 100,000 training places to support 100,000 jobs;
Increase employment participation.
Skills for All will change not only to how training is funded but how DFEEST operates. There will be a move
from a supply driven funding model to a demand driven model where publicly subsidised students will be able
to select a Skills for All provider and the training of their choice. DFEEST will provide funding to the Skills for
All provider based on demand. Skills for All also introduces a new partnership with industry and an emphasis
on a modern flexible training system.
To support these strategic directions the DFEEST Corporate structure brings together like functions in streams
of activity, to strengthen policy, strategy, client and industry engagement. All Corporate Directorates work
Page 3 of 6
HRB 32B (01/08)
collaboratively with a strong emphasis on outcomes and accountability to ensure organisational goals are met.
TAFE SA is a current business unit within DFEEST. Through Skills for All, 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.
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.
There is approximately 3300 fte staff in the Department and the budget is some $460m (including TAFE SA).
Corporate Communications & Marketing will be responsible for building general awareness and influencing
perceptions of VET, science and information economy (SIE) positively and consistently. This is through an
integrated promotional mix that strategically underpins the tactical product/program campaigns and promotions
undertaken by directorates.
The unit will also position DFEEST as the State Government agency with carriage of tertiary education services
and programs, science (SIE) and employment programs. This includes positioning DFEEST in relation to key
stakeholders, influencers and sectors via corporate communications to these sectors. The unit will monitor and
report on all marketing and communications activity in line with corporate and whole of Government
communications requirements.
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.
Page 4 of 6
HRB 32B (01/08)
9
Certified Correct
Approved:
Line Manager
/
/
Endorsed:
Human Resources
/
/
/
/
Occupant
Page 5 of 6
HRB 32B (01/08)
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 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 advise senior
and executive management in 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
communications for the Department through research, recommending and implementing new web-based
technologies.
Experience


Proven experience to lead and implement online strategy development for internal and external
communications; and
Proven experience to lead the roll-out of the Department’s website content management system by liaising and
working collaboratively with high level staff and stakeholders internal and external to the Department and
manage website develop according to Departmental priority.
Knowledge


Demonstrated comprehensive knowledge of effective web usability and accessibility to improve website quality;
Applying OHS&W legislative requirements in business activities for which the position is responsible, whilst
ensuring compliance to Agency OHS&IM policies, procedures and processes.
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, in
order to create DotNetNuke website skin templates 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
Page 6 of 6