Local Consultancy: Digital Channels and Public Audience Analysis (130 Days over 4 Months)

Consultant Communications & PR

Overview

Lead digital communication strategy and audience analysis for UNICEF in the Philippines.

You have:

• Master's degree in communication or marketing.
• At least 3-5 years of work experience in Development Communication or digital marketing agency/consultancy firm.
• Experience in handling advocacy and non-profit campaigns in the Philippines or Southeast Asia is an advantage.
• Technical expertise in strategic digital communication and social media management for non-profits, including paid media and analytics.
• Meta and Google certifications are an advantage.
• Experience and ability in conducting focus group discussions and interviews for research purposes.
• Excellent skills in visualizing and narrating research/reports.
• Fluency in English, both in oral and written communication.
• Knowledge of the relevant local language is an asset.

Contract

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UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

For every child, Sustainable Sanitation

Job organizational context:

The consultant will report to the Digital Communication Officer, and will be connected to relevant focal persons for interviews and consultations during report development.

Scope of Work:

The Communication Section is seeking a Digital Communication and Campaigns Strategist that has the technical capability to do a comprehensive public audience research and analysis, as well as content, channel and audience evaluation of UNICEF Philippines public-facing channels (managed by the Communication Section). These channels are the country office website, Facebook, X, Instagram, YouTube, TikTok and LinkedIn.

The report comprises two sections: a visualized narrative report that covers the above supported by data visualizations to effectively communicate key points and insights, and an annex of filtered relevant data sets that can be further analyzed if needed.

Tasks:

• Onboarding

• Desk Review

• Focus Group Discussions and Interviews

• Staff interviews and consultations

• Recommendations

• Report

Deliverables:

• The output of this assignment is a report that covers the following, based on available data covering January 2019 to October 2023:

Onboarding:

• Consultant to prepare an action plan with proposed methodology/ies and tools to be used.

Desk Review:

1. Digital Communication and Social Media – Philippines trends and forecasts.
2. UNICEF key communication documents, explanatory notes, and other references.
3. Review and performance analysis of official UNICEF Philippines’ digital public channels.
4. Review and analysis of UNICEF Philippines’ digital public audiences: Country Office social media audiences (demographic, profile, and engagement trends), identifying influential followers, Country Office website users (traffic sources, demographic, profile, user journeys), follower/audience growth forecasting.
5. Comparative Analysis with like-minded agencies/organizations.
6. Digital Content Mapping: Tallying per content type and topic/theme, covering all areas of UNICEF’s work, including emergencies and advocacy priorities.
7. Digital Content Performance Analysis: Best and worst performing content in terms of reach, engagement, site visits and shares per year.
8. Video Content Analysis: Average watch time, types of video content that performed best and worst.
9. Content Engagement Analysis for public advocacies, emergencies, brand building.
10. Social Media Community Management Analysis: Risk assessment and practices.
11. Paid Media Analysis: Performance comparison of paid ads vs organic content, and impact of paid ads on KPIs. This includes a comparison of campaign spending and results for campaigns managed by the Communication and Private Fundraising & Partnerships sections.

Focus Group Discussions and Interviews:

• FGD manual containing proposed sampling method, method of analysis and questions.

• FGDs and Interviews with UNICEF Philippines key target public audiences and KOLs.

Staff interviews and consultations:

• Content scoping.

• Content Production Analysis: Production practices and ROI.

• Social Media Community Management Analysis: Risk assessment and practices.

Recommendations:

1. Recommendations: Value-add of Digital Communication for CPC9.
2. Recommendations: Strategic growth of digital supporters, Key target audience personsas, Strategic social media engagement of youth and KOLs.
3. Recommendations: Points for improvements on content and engagement strategy based on the insights, industry standards, trends and forecasts for digital communication/marketing, and the overall strategic shift of UNICEF to being Digital-First.
4. Recommendations: Key shifts on Ways of Working and areas/resources for investment - content production, channels and community management, paid media, KOL engagement, youth engagement, analytics/reporting.

Report:

1. Visualized narrative report.
2. Annex.
3. Final Report presentation (PPT format and presentation to office/management).

To qualify as an advocate for every child you will have…

Education:

• Master’s degree in communication or marketing.

Work Experience:

• At least 3-5 years of work experience in Development Communication or digital marketing agency/consultancy firm, with a focus on digital campaign strategy, content planning, creatives production, and social media management.
• Past work experience in handling advocacy and non-profit campaigns and activations in the Philippines or Southeast Asia, an advantage.

Knowledge/Expertise/Skills Required:

• Technical expertise and analytical skills in strategic digital communication and social media management for non-profits/advocacies, including paid media and social media/web analytics.
• Meta and Google certifications are an advantage.
• Technical knowledge in using native social media analytics tools and Google Analytics.
• Experience and ability in conducting FGDs and interviews for research purposes.
• Excellent skills in visualizing and narrating research/reports.
• Expertise and experience are grounded in the Philippine context.
• Strong strategic and creative thinking in digital communication.
• Excellent organizational and communication skills.

Language:

• Fluency in English, both in oral and written communication, and knowledge of the relevant local language is an asset.

For every Child, you demonstrate…

UNICEF's values of Care, Respect, Integrity, Trust, and Accountability (CRITA).

To view our competency framework, please visit here.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the organization.

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

HOW TO APPLY

Qualified candidates are requested to complete an online candidate profile in http://www.unicef.org/about/employ/ by 24 October 2023. Only applications sent through the e-recruitment portal under Job Number: 566481 will be considered.

All candidates are requested to submit a COVER LETTER, and the duly filled P11 Form which can be downloaded from our website at P11 Form.docx (sharepoint.com) indicating three (3) previous supervisors. Please indicate your professional fees and the soonest availability to take on the post based on the above terms of reference.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the organization.

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles.

All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

Remarks:

Only shortlisted candidates will be contacted and advance to the next stage of the selection process.

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws.

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. The candidate may also be subject to inoculation (vaccination) requirements, including against SARS-CoV-2 (Covid).

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Potential interview questions

Added 2 years ago - Updated 1 year ago - Source: unicef.org