UN Children's Fund, Dhaka, Bangladesh
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Purpose of Assignment:
In this fast globalizing world, people are being increasingly connected digitally through social media platforms. The traditional communication paradigm has changed completely. Almost everyone in this digitally connected world is a potential sender and recipient of news and information. Almost everyone is now able to engage digitally to solve problems and report on abuses and malpractices. Bangladesh is no exception in this regard. The country is witnessing phenomenal growth in terms of internet users. According to the Bangladesh Telecommunication Regulatory Commission (BTRC), the total number of internet subscribers in Bangladesh is about 67.22 million till February 2017. Among them about 62.12 million are using internet from mobile phones. Moreover, the lion’s share of the social media users are adolescents and youth population between the ages of 17 and 34, who are increasingly becoming digitally-savvy. Among all the social media platforms used in Bangladesh, Facebook remains to be the most pervasive. Nearly 80 per cent of internet users use Facebook: one of the most important ways people connect and communicate with people. And the number is growing each passing day.
As adolescents are largely invisible and excluded from decisions that affect them, they also have limited opportunities to acquire and share knowledge and to actively participate in decision-making processes and strengthen their voice to speak for their own rights. Therefore, to effectively drive results for children and adolescents, UNICEF Bangladesh has undertaken a strategic digital advocacy and communication approach to keep target audiences abreast of and engaged with UNICEF’s goals, work and progress in key priority issues. It also aims to make the most from the existing digital media platforms including Facebook, YouTube, Twitter, Instagram and so on. Only in 2018, UNICEF Bangladesh has carried out multiple online campaigns through Facebook on issues including maternal health, essential newborn health care, early childhood development, online safety, ending child marriage, Vitamin A, breastfeeding to name a few. These campaigns attracted engagement from millions of social media users. To drive change for children, UNICEF must fully develop its digital capacity – embracing a cultural change across the entire organization. UNICEF – at all levels – must target these people as emerging audiences and engage meaningfully with them across multiple digital platforms, moving away from disseminating information and moving towards having conversations and dialogues with the aim of driving changes. Digital content and engagement will reinforce UNICEF’s leadership as a credible voice for the children.
This, in turn, has exposed UNICEF Bangladesh to new challenges: Creating effective engagement with its growing number of social media users as queries are pouring in from the user-end once a thematic message is posted, especially from the UNICEF Bangladesh Facebook Page as engagement has soared to 600,000-plus in just over three months. In this interactive age, the office cannot afford to remain non-responsive to the need of the social media users. Although the Communication, Advocacy and Partnership Section tries to address some of the pertinent questions of the users, with the ever-growing social media engagement and broadening of its canvas, it needs a Social Media Engagement Consultant for replying to user queries in consultation with the program sections immediately and on a routine basis with the aim of driving changes linked to our CPD goals.
As part of this objective, UNICEF Bangladesh office is seeking a social media engagement consultant with the skills to create engaging and creative content for the relevant social media platforms, especially Facebook and YouTube and other specialised networks. S/he will be fully abreast about the latest technologies and techniques and will be able to apply them to reach a broad range of audiences, especially children and adolescents. The purpose of this consultancy position is to bolster the country offices’ digital presence as a way to strengthen its advocacy goals around key issues.
- Evaluate changes on BCO’s social networks (according to technical possibilities).
- Engage with social media users and respond to their queries in quickest possible time in consultation with relevant UNICEF programme specialists in programme sections (Health, Education, Child Protection, WASH, C4D, SPEAR and Field Operations).
- Under the supervision of BCO Communication Specialist, work on digital plans to integrate the different digital platforms with a view to bolster advocacy goals in selected priority issues different audiences for 2019 and 2020.
- Develop a content management plan and calendar for consistent flow of digital contents on priority issues, especially focusing on essential newborn care issue but not limited to it.
- Develop engaging content (key messages/texts, images, video, etc.) on priority thematic issues for the different digital platforms, especially Facebook and Youtube. The content must be reviewed/approved by relevant section and CAP section.
- Measure and analyse the impact of BCO’s online platforms and social networks and deliver monthly (or more often if needed) reports.
- Identify key digital influencers that can support the advocacy messaging of the country office.
- Keep track of initiatives by relevant organizations and agencies that may be relevant to our work.
- Provide general assistance to the CAP Section’s digital advocacy initiative.
Education: University degree in Business, Journalism, Communication, Media, Fine Arts, English
- At least 2 years of extensive experience in integrating social-media platforms (Facebook, Twitter, Google, YouTube, Instagram, LinkedIn, etc.)
- Proven knowledge and experience using social media for development messaging as well as excellent online reader-friendly writing skills for digital platforms both in Bangla and English.
- Experience in social mobilization and running advocacy campaigns through digital platforms is an asset.
- Experience in communications (writing, editing, event coverage, video and photograph captioning and uploading) is an asset.
- High ethical standards and understanding of sensitivities relating to children is highly desirable.
For every Child, you demonstrate
UNICEF’s core values of Commitment, Diversity and Integrity and core competencies in Communication, Working with People and Drive for Results.