Job Purpose

Reporting to the Head of Social Media and Student Communications and working closely with colleagues within External Relations and from across the wider University, the postholder will help lead, manage and coordinate communications for our Chinese audiences – including current students, prospective students, alumni and partners.  This will include managing the Chinese social media channels, generating engaging content and more widely supporting recruitment and conversion activity.

The role will build engagement and community with the current Chinese student community as well as fostering and building positive relationships with our Chinese alumni.  The role will support the External Relations Directorate to produce a range of digital communications and campaigns to grow the University’s brand in China, reputation and reach with our Chinese audiences and help to deliver an effective student communications strategy that contributes directly to the University’s Strategic Plan.

Main Duties

1. To manage the Chinese language social media accounts of the University of Glasgow (including but not limited to Sina-Weibo, WeChat, WeChat video, Bilibili and Little Red Book) in order to communicate and engage with key Chinese stakeholders. This will include planning and delivery of a communications calendar.

2. Support the Head of Social Media and Student Communications and other internal stakeholders to implement an effective and engaging international social media and student marketing communications strategy for China and Asia.  This will include working with the other Chinese social media officer to create bespoke campaigns and content tailored for  Chinese audiences.

3. To monitor and benchmark the University of Glasgow against other universities and corporate social media channels in the Chinse social media landscape. This will include continuously horizon scanning and researching new social media platforms and trends and suggesting new approaches. With a focus on the needs of this unique audience.

4. To monitor the Chinese social media accounts and data insights for any reputational issues that may arise and have a reputational impact. And feed back to the Head of Social Media and Student Communications and other relevant internal stakeholders. Contribute to the wider reputation management of the university handling sensitive issues, maintaining crisis communications protocols, and when required, become part of the crisis communications team.

5. To implement measurement and evaluation of all our channels to inform the ongoing development, including providing a regular summary of metrics and to help influence how we report on our communications activities and amend out strategies accordingly.

6. To lead on creation and delivery of innovative and engaging content (including written articles, video and other multimedia content) to communicate and engage with our Chinese audiences, including students, parents, the agent network, institutional partners, and UofG Chinese alumni associations.

7. To support and liaise with Admissions, International Recruitment and Recruitment Marketing teams to provide timely and professional ‘customer service’ to support prospective students (recruitment and conversion) as well as current students (onboarding and throughout their UofG journey). This will include content creation and running interactive online events.

8. To provide extensive and specialist support to recruitment, conversion and onboarding activity as well as cultural context to these communications. This may include providing insight to a variety of internal stakeholders.

9. To provide ongoing support and engagement with our Chinese UofG student community recognising the importance of ensuring a positive student experience.

10. To work with Chinese student content creators to create peer-to-peer content as part of a wider marketing-communications strategy to support student engagement and recruitment and conversion activity.

11. To undertake any other appropriate duties as directed by the Head of Social Media and Student Communications and Director of Marketing and Communications.

12. Willing to work flexibly and occasional unsociable hours when required.

Knowledge/Qualifications, Skills and Experience

Knowledge/Qualifications 

Essential:

A1 Ability to demonstrate the competencies required to undertake the duties associated with this level of post having acquired the necessary knowledge and skills through a similar role OR Scottish Credit and Qualification Framework level 8 etc.

A2 Substantial knowledge of Chinese social media and digital marketing and needs.

A3 Significant experience of delivering Chinese social media communications within a large organisation  .

A4 In-depth knowledge and understanding of Chinese social and digital media platforms and their respective participants (WeChat, Weibo, Bilibili, Little RedBook and others) and how they can be deployed in Chinese digital and social media landscape and trends, including understanding of new technologies.

A5 Demonstrable understanding and awareness of best practice and innovation in Chinese social media communications.

Desirable:

B1 Thorough knowledge of higher education sector in general.

B2 Knowledge of the University of Glasgow.

B3 Knowledge of using social listening tools.

Skills 

Essential:

C1 Excellent, versatile and highly accurate writing skills (fluent in both English and Mandarin, showing a strong sense of audience and purpose, creativity and flair. And ability to deliver high quality content to tight deadlines.

C2. Confident facilitation and presentation skills.

C3. Excellent IT skills, including the full suite of Microsoft Office products and Social Media Management tools.

C4 Ability to effectively communicate information and ideas in written and verbal format, and build and maintain relationships/network.

C5 Team player, with the confidence to take the lead and guide others when necessary.

C6 High levels of creativity and enthusiasm.

C7 Respect confidentiality at all time.

C8 High level of accuracy and attention to detail.

C9 Strong project management skills, with the ability to run projects independently.

C10 Excellent video production and editing skills, with the ability to produce compelling and high-quality video content for platforms such as WeChat Video, Bilibili, and Little Red book.

C11 Familiarity with using Xiumi editor to create and publish WeChat articles efficiently.

Desirable:

D1 Experience and knowledge of graphic design.

Experience 

Essential:

E1 Experience of creating high quality content (written and audio/video based) to engage Chinese audiences.

E2 Experience of developing and managing social media profiles.

E3 Experience of writing long form articles for WeChat platform.

E4 Experience of using social media at a high level of competency in a professional capacity.

E5 Experience of developing and managing student communications engagement and campaign strategies.

E6 Demonstrable experience of planning and implementing social media communications plans, preferably in higher education.

E7 Experience of working independently and resolving unforeseen issues and challenges.

E8 Experience of providing excellent ‘customer service’ on Chinese social media channels.

E9 Experience of handling crisis communications and protecting an organisation’s brand and reputation.

E10 Experience of networking and working with multiple teams to support organisational priorities.

Desirable:

F1 Track record of working with students.

F2 Experience of working in HE or FE sector.

F3 Experience of developing content for prospective and current students, alumni, across digital and social platforms. This includes crafting long-form articles or videos to support recruitment, conversion, and onboarding activities.

Terms and Conditions

Salary will be Grade 6, £33,232 - £36,924 per annum.

This post is full time and open ended.

Closing Date: 23:45 17th March 2025

Relocation assistance will be provided where appropriate

The University of Glasgow has a responsibility to ensure that all employees are eligible to live and work in the UK.  If you require a Skilled Worker visa to work in the UK, you will be required to meet the eligibility requirements of the visa route to be assigned a Certificate of Sponsorship.

Please note that this post may be eligible to be sponsored under the Skilled Worker visa route if tradeable points can be used under the Skilled Worker visa rules. For more information please visit: https://www.gov.uk/skilled-worker-visa.