Senior Digital Content Advisor

Tēnei tūranga – About the role

The Senior Digital Content Advisor is a writing specialist in the Digital Engagement team for a variety of digital channels and a range of diverse customers and regulatory parties. The Senior Content Advisor is responsible for writing clear, easy-to-understand and precise content specific for the engagement audience. They will be expected to absorb audience research and personas and writing to them. 

The position is also responsible for supporting the team to look for ways to improve Te Whakatairanga Service Delivery digital platforms, channel strategy and content to support I&E campaigns and a better customer experience.

The position will bring their content strategy, content writing, proofing and editing in collaboration with other members of the Digital Engagement Team and in support of the Engagement & Experience branch. This includes the development of websites content, newsletters and other digital channels content, including oversight of content development in regular website reviews.  

Ngā herenga – Requirements of the role

Personal specifications

• Minimum five to 10 years’ experience writing and editing articles for the media, content for websites, publications, newsletters, social media and other digital platforms, and turning legislations and technical guidances into plain English accurately and clearly so that it is well understood.
• Demonstrated experience in a wide-ranging knowledge of the principles of writing content in Plain English, in a variety of mediums for a range of audiences.
• Knowledge of web content management best practices, including writing for the web, plain language and accessibility and usability website standards.
• Excellent influencing, interpersonal and relationship building skills with internal and external stakeholders
• Experience and good knowledge in Search Engine Optimisation (SEO), demonstrated understanding of user experience (UX), Customer journey and Customer Experience (CX) principles and experience in using analytics to make actionable recommendations for content improvement.
• Deep understanding of the information needs and challenges that regulated parties are facing.
• Experience in consulting and managing the involvement and inputs of other staff at all levels
• Process management experience, ideally in managing the creation, change or review of written content from beginning to the end.
• Political savviness – ability to understand the political environment and how this relates to and impacts on their work.
• Ability to influence, and at times negotiate with stakeholders to adopt content solutions.
• Experience in research (including judgement around when to commission research) and analysis, particularly of audience behaviours and needs.
• Ability to manage and prioritise a diverse set of tasks in a complex and fast-changing environment and good organisational skills.
• Sound IT and computer systems knowledge, using Microsoft Office Suite
• Tertiary qualification in communication, journalism, English, marketing or a relevant field, and/or comparable relevant experience
• The legal right to live and work in New Zealand

Takohanga tuhinga o mua – Key accountabilities and deliverables

Delivers quality results which contribute to the Ministry’s outcomes

• Support development, implementation and re-evaluation of Te Whakatairanga Service Delivery (TWSD) digital channels and content strategy, standards, policies, processes and procedures.
• Represent the team and providing trusted, timely, accurate digital guidance, advice and practical support to others in Information and Education, Engagement & Experience and wider MBIE. This includes advice on usability, and accessibility standards, and design and technical matters.
• Project manage/support (from idea creation to implementation) the development and enhancement of TWSD digital services and content.
• Lead online content development and implementation, and support engagement with stakeholders on website content matters.
• Actively promote online content approaches in relation to the work programme that benefit our regulatory parties
• Champion TWSD regulatory parties visual identity and brand.
• Champion user needs and the effective use of digital channels throughout TWSD and MBIE.
• Contribute positively to the I&E digital strategy work and delivering in accordance with the work programme and performance plans.
• Measure and analyse data and the performance of the digital channels, including audits against government web standards and using insights to provide business information to drive improvements.
• Provide advice and support to help TWSD create relevant, accurate, necessary and adequate information architecture (IA).
• Keep up-to-date with latest digital trends, techniques and technologies, and identifies how these can be leveraged in order to improve efficiency, quality and consistency.

Relationship management

• Manage constructive working relationships with work colleagues, and internal and external stakeholders to enhance understanding and co-operation needed to achieve desired results.
• Influence, and at times negotiate with, stakeholders on the prioritisation, design and delivery of content.
• Champion good online writing principles and practice among website stakeholders and build the content capability for the future.
• Build and maintain effective relationships and partnerships with internal and external stakeholders including government agencies and delivery partners.
• Actively coach others in content development and organisation, plain English and non-technical writing.

Customer focus

• Actively identify opportunities to improve our products and services so they better meet the needs of our customers, Create, maintain and update as necessary all digital content documents, including the Business as Usual (BAU) content strategy, style guidance.
• Write overarching content and channel strategies based on customers’ needs to ensure the increasing reach and value of I&E messages
• Identify, manage and write content for digital channels and publications in the appropriate tone and voice, using clear, precise plain English, tailored to the audience, and considering its research and personas.
• Conduct research and interview subject matter experts.
• Apply a deep understanding of our customers’ operating environment to ensure our writing is relevant, resonates and helps our customers increase understanding and achieve compliance.
• Demonstrate flexibility, adaptability and strategic agility as the needs and priorities of our customers, influencers and our business change.
• Identify any content problems and develop solutions that are customer-centric, practical, aligned with MBIE goals.
• Work with MBIE colleagues and customers, to determine drivers and needs, and to identify opportunities for improved online customer experience.
• Help plan and conduct user research and testing sessions, analysing results and providing recommendations.
• Apply knowledge in human factors, ethnography, and the user-centered design process to their work.
• Work with the MBIE’s Digital Channels Team to incorporate MBIE and TWSD visual identity into product and service design.

Self-management

• Model positive behaviours.
• Model the desired values and culture of the organisation.
• Willingly share knowledge, expertise and within the team and with others in the organisation.
• Act with honesty and integrity.
• Welcome feedback and are receptive to input from others.

Wellbeing, health & safety

• Displays commitment through actively supporting all safety and wellbeing initiatives.
• Ensures own and others safety at all times.
• Complies with relevant safety and wellbeing policies, procedures, safe systems of work and event reporting.
• Reports all incidents/accidents, including near misses in a timely fashion.
• Is involved in health and safety through participation and consultation.

Tō tūranga i roto i te Manatū – Your place in the Ministry

The Senior Content Advisor position reports into the Manager, Digital Engagement in the Engagement & Experience branch in the Te Whakatairanga Service Delivery Group.

More information about MBIE's structure

To mātou aronga – What we do for Aotearoa New Zealand

Hīkina Whakatutuki is the te reo Māori name for the Ministry of Business, Innovation and Employment. Hīkina means to uplift. Whakatutuki means to move forward, to make successful. Our name speaks to our purpose, Grow Aotearoa New Zealand for All.

To Grow Aotearoa New Zealand for All, we put people at the heart of our mahi. Based on the principles of Te Tiriti o Waitangi / The Treaty of Waitangi, we are committed to upholding authentic partnerships with Māori.

As agile public service leaders, we use our breadth and experience to navigate the ever-changing world. We are service providers, policy makers, investors and regulators. We engage with diverse communities, businesses and regions. Our work touches on the daily lives of New Zealanders. We grow opportunities (Puāwai), guard and protect (Kaihāpai) and innovate and navigate towards a better future (Auaha).

Ngā matatau – Our competencies

Cultivates innovation We create new and better ways for the organisation to be successful by challenging the status quo generating new and creative ideas and translating them into workable solutions.

Nimble learning We are curious and actively learn through experimentation when tackling new problems by learning as we go when facing new situations and challenges.

Customer focus We build strong customer relationships and deliver customer-centric solutions by listening and gaining insights into the needs of the communities we serve and actively seeking and responding to feedback.

Decision quality We make quality and timely decisions that shape the future for our communities and keep the organisation moving forward by relying on an appropriate mix of analysis, wisdom, experience, and judgement to make valid and reliable decisions.

Action oriented We step up, taking on new opportunities and tough challenges with purpose, urgency and discipline by taking responsibility, ownership and action on challenges, and being accountable for the results.

Collaborates We connect, working together to build partnerships with our communities, working collaboratively to meet shared objectives by gaining trust and support of others; actively seeking the views, experiences, and opinions of others and by working co-operatively with others across MBIE, the public sector and external stakeholder groups.

Te Tiriti o Waitangi

As an agency of the public service, MBIE has a responsibility to contribute to the Crown meeting its obligations under Te Tiriti o Waitangi (Te Tiriti). Meeting our commitment to Te Tiriti will contribute towards us realising the overall aims of Te Ara Amiorangi – Our Path, Our Direction, and achieve the outcome of Growing New Zealand for All. The principles of Te Tiriti - including partnership, good faith, and active protection – are at the core of our work. MBIE is committed to delivering on our obligations as a Treaty partner with authenticity and integrity and to enable Māori interests. We are committed to ensuring that MBIE is well placed to meet our obligations under the Public Service Act 2020 (Te Ao Tūmatanui) to support the Crown in strengthening the Māori/Crown Relationship under the Treaty and to build MBIE’s capability, capacity and cultural intelligence to deliver this.

Mahi i roto i te Ratonga Tūmatanui – Working in the public service

Ka mahitahi mātou o te ratonga tūmatanui kia hei painga mō ngā tāngata o Aotearoa i āianei, ā, hei ngā rā ki tua hoki. He kawenga tino whaitake tā mātou hei tautoko i te Karauna i runga i āna hononga ki a ngāi Māori i raro i te Tiriti o Waitangi. Ka tautoko mātou i te kāwanatanga manapori. Ka whakakotahingia mātou e te wairua whakarato ki ō mātou hapori, ā, e arahina ana mātou e ngā mātāpono me ngā tikanga matua o te ratonga tūmatanui i roto i ā mātou mahi.

In the public service we work collectively to make a meaningful difference for New Zealanders now and in the future. We have an important role in supporting the Crown in its relationships with Māori under the Treaty of Waitangi. We support democratic government. We are unified by a spirit of service to our communities and guided by the core principles and values of the public service in our work.

What does it mean to work in Aotearoa New Zealand’s Public Service?(external link) — Te Kawa Mataaho The Public Service Commission