Social Media Manager

Job description

We are currently recruiting for a Social Media Manager to join our Marketing department on a permanent basis.
Role purpose
We are looking for an experienced Social Media Manager who can lead and inspire a team, create and execute a global Social Media strategy, and manage and optimise content, community and paid campaigns across various platforms. Our ambition is for Social Media to be used by our people as an integral part of the marketing mix, creating original content and interacting with their network – helping them to build their contact group, develop their personal brand, generate leads and communicate the firm’s strengths. The ideal candidate will have a passion for Social Media, a deep understanding of the professional services sector and its audiences, and a proven track record of delivering results and impact. They will be able to influence both colleagues in marketing and the wider business to leverage social channels in line with our wider marketing strategy. The person in this global role will be supported by a Social Media executive and a freelance specialist, as well as channel managers in all of our key markets and the role reports directly to the global head of corporate communications.
Role and responsibilities
People management

• Lead, mentor and inspire a talented Social Media team of an executive and a freelance specialist
• Foster a culture of collaboration, creativity and excellence within the team and across the firm
• Be the go-to expert and advisor for all channel managers and stakeholders on Social Media best practice and policy

Content & Community management

• Empower and enable our partners, fee earners and colleagues to become active and effective on Social Media, providing them with guidance, training and best practice
• Optimise our Haiilo advocacy tool to encourage our people to share our content and amplify our brand
• Cultivate and manage online communities across our Social Media platforms, fostering dialogue, trust and loyalty with our followers, prospects, clients, influencers and other stakeholders
• Work with BD and wider marketing colleagues to identify and reach out to clients to co-develop engaging content
• Advise and support colleagues across the business on the best ways to share their content via Social Media, ensuring alignment with the firm’s tone of voice and brand guidelines
• Source and curate compelling content from across the business that showcases the firm’s expertise, insights and impact
• Collaborate with the content, digital, brand, comms and talent/HR teams on the publication of content across various channels, ensuring quality, consistency and effectiveness
• Manage the global content calendar for LinkedIn and X, ensuring an appropriate mix of content, posted at the optimal times
• Oversee the firm’s YouTube channel and content, ensuring it reflects the firm’s brand and values
• Coordinate the firm’s WeChat and Xing platforms, in collaboration with local markets, ensuring they are relevant and engaging for the target audiences

Social Strategy

• Create and execute a global Social Media strategy to drive engagement in A&O as a global elite law firm focusing on global trends and reputation drivers from AI to energy transition to responsible business
• Build strong relationships with internal and external stakeholders, including marketing, communications, business development, partners and subject matter experts, to understand and deliver on their Social Media needs and expectations
• Work with Social Media exec to design and implement a global Social Media content strategy that showcases the firm’s expertise, insights and impact, and drives follower growth and engagement
• Keep abreast of the latest Social Media trends, platforms and features and leverage them to enhance the firm’s Social Media presence and reputation

Issues management

• Monitor the firm’s channels for any comments or content that might pose a reputational risk and respond appropriately, in consultation with colleagues from our external comms and risk functions

Paid strategy

• Manage and optimise all aspects of PPC performance, from targeting, bid strategy, content, performance optimisation and on site conversion
• Set up and run effective paid social campaigns (X/Twitter and LinkedIn), using various formats such as sponsored ads and messages, conversation ads and InMail
• Manage the relationship with social networks e.g. LinkedIn, ensuring the firm gets the best value and service
• Manage budgets and ROI for paid campaigns, ensuring they are aligned with the firm’s objectives and priorities
• Manage any relationships with agencies or external partners, ensuring they deliver high-quality work and results

Measurement and evaluation

• Set and track KPIs and metrics for campaigns and channel performance, using data and insights to inform decision making and improvement
• Generate and maintain benchmarking reports for engagement across different message and media types, identifying best practice and areas for development
• Monitor and analyse competitor activity within Social Media spaces, identifying opportunities and threats
• Monitors and develops reports on competitor activity within Social Media spaces

Tools and technology

• Manage and communicate the roll-out of a new content scheduling tool across the firm (Hootsuite), ensuring smooth adoption and usage
• Work with the Social Media executive to manage and maintain the firm’s employee advocacy platform, Haiilo (including training users and supporting our local champions)
• Work collaboratively with the wider BD, Content, Marketing and Communications team to advise on and support the delivery of campaigns, including developing Social Media strategies to deliver/promote campaign content in line with the firm’s strategy
• Work with the digital team to explore and implement new tools and technologies to enhance the firm’s Social Media capabilities and performance, staying ahead of the curve and the competition

Training

• Leads on a training programme for A&O partners and employees on how to set up their own accounts and use Social Media effectively for business networking and client research and development, including outsourcing to external trainers to train large groups of partners
• Creates and maintains written Social Media guidance for employee and company accounts

Future-proofing

• Keep up-to-date with the latest industry trends and implements new activity
• Acts as a role model and mentor for more junior team members in the team

Key requirements

• Substantial experience in digital communications, media relations or related field
• A passion for Social Media and deep understanding of its role in developing and maintaining relationships with clients, colleagues and wider stakeholders
• Significant experience managing Social Media as part of an integrated marketing approach within the B2B sector
• Excellent collaboration and leadership skills to be able to persuade and influence across the firm
• Excellent communication skills, both written and oral
• Excellent interpersonal and influencing skills with all levels and across cultures
• Experience in working within large, complex, global organisations
• Very high attention to detail with analytical and problem solving skills
• Responsive, proactive and innovative
• Ability to work under pressure and juggle multiple requests

Allen & Overy is a leading global law firm operating in over thirty countries. We work on some of the most challenging and important deals and have built a reputation for delivering exceptional legal solutions that help our clients grow, innovate and thrive. The legal industry is changing, and we're committed to leading that change, putting our people first, embracing new ways of thinking and integrating technology into our everyday work. Our business teams work hand-in-hand with our lawyers, Consultants and other specialist teams, and are ambitious, driven and leaders in their field.
With us, you will constantly be learning and growing. We invest in you by offering exceptional professional and personal development – providing training, mentoring and practical support. We offer rewarding careers that are built around your strengths and designed to ensure you can achieve your personal and professional goals, recognising that those may look different for everyone.
We have a powerful commitment to diversity, equity and inclusion. We’re determined to play our part in advancing a workplace where progress is made by harnessing our differences – whatever defines you, we ask you to bring your whole self to work.
What truly defines a career at Allen & Overy? We recruit the best and ask for the best of you. We provide challenge, support and a place for you to belong. And together we excel, working on meaningful projects of global significance.
Should you require additional support at any stage of the recruitment process due to a disability or a health condition, please do not hesitate to contact a member of Allen & Overy’s recruitment team who will work with you to provide any reasonable adjustments as required.
We are an equal opportunities recruiter and do not discriminate on the basis of race, colour, sex, religion, sexual orientation, national origin, disability, or any other protected characteristic.
At Allen & Overy, we recognise that our people are our most valuable asset, which is reflected in the wide range of benefits that are available to our employees. Some of these benefits include: our occupational pension scheme, group income protection cover, private medical insurance, mental health resources and free apps, health and wellbeing services encompassing an onsite gym, wellbeing centre and GP service, emergency back-up care support, parental and special leave, holiday entitlement increasing with length of service, holiday trading, season ticket loans and online discounts and lifestyle management services.
Allen & Overy recognises the value of flexible working and embraces hybrid working, allowing our people to work from home up to 40% of their working time. We do however remain committed to working together in person for the remaining 60% of time so that we can learn, grow and succeed together. If you would like additional flexibility we will of course consider this in line with business needs.