Digital Engagement Manager

Are you a Social Media Specialist well versed in the ins and outs of each social media channel, adept at creating engagement for each platform and now, looking to broaden your digital wheelhouse? Let’s talk. We welcome experienced social media creators with an eye for nuances and ear for trends in what works and what’s next to bring their success to our team. In return, we will offer you a well-rounded digital communications opportunity to manage our social media program, websites, email marketing, paid and organic search, digital advertising, app-based internal communication and more. And we will help you grow into this role.

Upgrade your skillset in this role. Create content that dispels the stereotype seniors can’t have fun and retirement communities are institutional. Find unconventional ways to recruit Gen Z through Gen X staff. Engage co-workers internally so they look forward to your next communication. And work with team members who crave—and expect—new and better ways to do great stuff and give you the latitude and support to do it.

Work Location:

Option to work remotely one day a week for those living within an hour driving distance to Hershey, Pa. corporate office. For those living outside a one-hour driving distance, required to travel one week a month to corporate office, plus site visits to Pennsylvania and Maryland campuses as needed.

The Role

The Digital Engagement Manager is responsible for driving a vibrant, on-brand presence that connects with both prospective and current customers (residents and co-workers) through online content development and integration strategy across a wide scope of digital platforms including social media, job recruitment sites, search, website, marketing automation, intranet and other online marketing outreach for optimal impact.

This role is responsible for tailored multimedia content and customer communications built to increase Country Meadow Retirement Communities and Ecumenical Retirement Community’s brand value among multiple target audiences as well as increase online engagement and qualified leads for employment and residency.

The Sandbox

The Digital Engagement Manager works in the Communications department and will be the liaison with several departments to collaborate and apply our brand voice and standard to communications including Sales, HR and the Retention Committee. The Digital Engagement Manager will own the digital communications strategy and optimize it to align with changing business needs and customer behavior and preferences across various geographic regions and emerging best practices.

Digital Engagement Manager Responsibilities:

DIGITAL AND SOCIAL MEDIA

This individual must intrinsically know social media to direct which current and emerging channels work best for which audience.

• Manages and optimizes our social media platforms (including but not limited to Facebook, Instagram, TikTok, LinkedIn, Twitter, NextDoor, YouTube) and recruitment sites (Indeed, Glassdoor). Management includes team planning, shared monitoring, calendar development and maintenance, execution, tracking and analysis. Expands the social media program to new channels as appropriate.
• Works in collaboration with Communications, Sales, HR and Operations departments to create on-brand and relevant digital assets (copy, images, video, infographics, etc.). Helps support and promote Sales, HR and Resource teams’ initiatives. Periodically travels to 11 campuses in Pennsylvania and Maryland.
• Conceives, creates and re-purposes content and visual elements across all related digital platforms, selecting the most effective communications medium to achieve organizational goals.
• Grows our subscriber base by providing audience with regular, helpful and engaging content that’s of value to them.
• Oversees reputation management by monitoring ratings and trends through a third-party dashboard and soliciting new reviews through Sales and Recruitment teams.
• Evaluates initiatives via reporting tools and, most importantly, make recommendations.
• Stays current on emerging social media and digital trends and educates our management team.

CONTENT DEVELOPMENT

This individual must understand which messaging will appeal to which audience and know how and when best to tell it.

• Curates content from our campuses to highlight in social media and other digital channels.
• Collaborates with web agency to oversee website management including creating landing pages, adding content, adjusting navigation, optimizing blogs written by Executive Director of Communications and partnering with web agency when needed—all within SEO best practices.
• Develops content flow for automated and triggered drip campaigns, retargeting and messaging to both prospective and current residents and co-workers.
• Creates and/or works with agencies to create user-centered communications (including written communications, graphic design and video) to provide connection and clarity for our geographically dispersed staff of more than 2,500.
• Collects, reports and analyzes effectiveness and usage data to assess current efforts and drive future topics and tactics. Analyzes content for consistency, accuracy, adherence to style and brand standards, and user experience implications.

SEO & PAID SEARCH

This individual will work with agency partners to understand the science and art of search and collaborate to drive results.

• Partners with our digital agencies and VP of Communications to optimize content placement, keyword priorities, ad development and testing, link-building tactics, tagging and overall organic and paid strategies and metrics for digital content and guides day-to-day activity to ensure we are meeting overall objectives and altering our strategy to address customer behavior and company goals.
• Identifies current assets and gaps, establishes a governance strategy and creates topical recommendations for all company websites, online job descriptions, article outlines and/or optimized content to capitalize on content opportunities identified by performing keyword research, ad testing, competitor analysis, content mapping and other types of content analysis.
• Works closely with senior leaders, Marketing, HR and other departments to create effective communications strategies that articulate our message properly and consistently and provides guidance and insights to HR and Marketing teams.
• Measures the success and ROI of paid search, social media and digital campaigns and optimizes approaches based on analysis and recommendations.
• Stays current on digital marketing best practices and techniques for creating effective and engaging web content.

Digital Engagement Manager Critical Success Factors:

• Extensive experience developing, managing and analyzing social media campaigns and ideally related platforms, Indeed, Glassdoor and confidence in presenting the why and how
• Skilled in creative suites to create, produce, edit and post static, dynamic and video content. Will be expected to share recent social media campaign examples and speak to their effectiveness in an interview
• Adept in social media management programs (such as Sprout Social)
• Genuine appetite to build skills and knowledge in SEM, marketing automation, reputation management and digital media (if does not have current experience)
• Knowledge and practice in sourcing, collecting and analyzing data to determine strategic and creative direction using digital analytics and media-tracking tools
• An educated perspective on AI’s role and effect on content creation and/or marketing-communication
• Proactive and creative thinker—always focusing on innovative and measurable solutions
• Ability to manage and relate to agency partners
• Collaborative partner who demonstrates empathy and actively works with others to solve problems
• Excellent grammar, writing and communication skills, including the ability to adapt writing style to appeal to different audiences.
• Strong organizational skills and ability to self-direct and manage multiple projects on time and on brand
• Comfortable working with variable workflows in a fast-paced environment and nimble in making the necessary adjustments per customer behavior and business and communications goals
• Genuinely enjoys engaging with older adults and collaborating with teams
• Minimum of 5 years related professional (post-collegiate) paid experience in social media and digital content marketing for an organization. Agency or Corporate Marcom experience is preferred
• Preference will be given to individuals with previous communications experience in recruitment advertising and business-to-consumer digital marketing
• Bachelor’s degree in Advertising, Marketing, Communications, Public Relations or related field
• Reports to the Vice President of Communications and Advertising

So, interested in checking us out? Please do.

• Websites: www.CountryMeadows.com; (our not-for-profit) www.EcumenicalRetirement.org

Country Meadows:

• Facebook (brand): Country Meadows Senior Care
• Facebook (careers): Country Meadows Careers
• LinkedIn: Country Meadows Retirement Communities
• Instagram (careers): Country Meadows Careers
• Twitter (brand): Country Meadows
• Twitter (careers): CM_Careers
• YouTube: Country Meadows Cares
• TikTok (careers): Country Meadows Senior Care
• NextDoor for each campus

Ecumenical:

• Facebook: Ecumenical Retirement
• YouTube: Ecumenical Retirement
• NextDoor

EOE

Country Meadows Retirement Communities