Head of Digital Media

Job summary

In the Department of Health and Social Care, we are proud of our purpose – to enable everyone to live more independent, healthier lives for longer. To achieve this, and create a great place to work, we have four values: we are inclusive, we constantly improve, we challenge, and we are agile. If this sounds like an environment you would like to work in, we would love to hear from you.

The communications team sits at the very heart of the health and social care debate, working to ensure diverse audiences across the UK understand the government's vision for a healthier nation including through creative and engaging social media content.

From breaking news on NHS reforms to proactive campaigns on policies that will change lives, the team transforms complex health policy into compelling digital content that resonates with audiences across every platform – from established social channels to emerging digital spaces where younger and harder-to-reach communities engage.

Our experts provide the strategic leadership and creative delivery that ensures every policy announcement achieves maximum impact across the digital landscape. We don't just follow trends – we set them, using deep platform expertise and cultural understanding to shape how health stories are told online.

The team thrives on innovation and collaboration, working seamlessly with content creators, influencers, digital publishers, podcasters and community organisations to create powerful digital communications that drive real change and reach every corner of the country.

They actively shape the digital conversation around health, using sophisticated audience insight, platform analytics and creative storytelling to ensure that vital public health messages cut through the noise and reach the people who need them most.

Job description

We are recruiting a Head of Digital Media to help lead the Department of Health and Social Care's digital communications.

This is an exciting senior role providing expert leadership in planning and executing bold, creative, and trend-setting digital content on key health issues.

As a senior member of the communications directorate, you will combine strategic digital leadership with hands-on creative content creation in a dynamic, fast-paced environment.

You’ll be expected to push creative boundaries, ensuring our content is not only informative but visually striking, shareable, and impactful, reflecting the latest creative trends and audience behaviours.

You’ll create compelling, creative and engaging content that will stop people scrolling, while helping to foster a culture of creativity and experimentation.

You'll work closely with ministers, providing strategic guidance on digital opportunities and risks around key health issues affecting millions of people, whilst also advising on digital presence and engagement.

You will be planning and delivering high-profile, inventive and creative digital activity on major health announcements – from NHS reform and cutting waiting lists to public health and social care - working as a strategic counterpart to the Press Secretary and Head of Digital Communications.

You'll ensure we respond swiftly and effectively to breaking online and news stories and issues, bringing both speed and creativity to everything we produce.

This role requires someone who can stay constantly on top of the fast-moving news agenda and wider media landscape, spotting and providing advice on emerging creative trends early, and using data to inform strategy, shape content, and measure impact in real time.

You will be expected to develop and provide content for digital media organisations and build relations with digital first journalists.

You will need exceptional skills and experience in creating and delivering creative digital content for a wide range of platforms, excellent news judgement, the ability to work at pace in a pressurised environment, and an aptitude for distilling complex policy into compelling, creative digital content.

You should have a strong understanding of current social media and current affairs, particularly health, including emerging platforms, trends and audience behaviour, with the creative flair and strategic mindset to help shape DHSC's digital future.

Person specification

Role responsibilities

• Support the development and execution of the department's digital communications, bringing a clear vision for our digital channels and enhance our impact through innovative and creative content

• Provide strategic digital advice to ministers and senior officials, guiding their engagement with digital opportunities, risks and emerging platforms

• Create and oversee compelling, creative, high-quality digital content delivered at pace – translating complex government policies into engaging content that connects with audiences

• Manage the digital response to complex, sensitive or high-profile issues, working closely with the ministerial team to ensure swift and effective communication

• Identify and seize opportunities for proactive engagement with digital media outlets based on emerging conversations, trending topics and creative formats relevant to departmental priorities

• Build and maintain relationships with key digital stakeholders, including online journalists, influencers and online communities

• React quickly and confidently to developing issues, emerging trends and fast-moving conversations on social channels, combining speed with creativity

• Monitor social media channels for emerging issues, public sentiment, trending topics and opportunities for proactive engagement

• Support the development of digital capability within the communications division, providing coaching, mentoring and practical support to build team skills and confidence

Key skills and experience required for the role

Essential

• Significant experience in digital communications at a senior level, in media, government, or a similarly complex and fast-paced environment

• Proven track record of developing and executing digital strategies for senior leaders or high-profile organisations, with demonstrable results

• Strong creative content creation skills across multiple formats (social media, creating and editing video, graphics) with the ability to produce compelling content at speed

• Demonstrable experience of managing digital communications during fast-moving news situations, responding confidently to breaking news and emerging trends

• Experience of leading and developing teams, including coaching and mentoring colleagues to enhance their digital capabilities

• Practical knowledge of digital analytics tools and platforms, with the ability to use data to inform strategy and measure impact

• Strategic vision for digital innovation and creative growth, with awareness of emerging platforms, creative trends and audience behaviours

Behaviours

We'll assess you against these behaviours during the selection process:

• Communicating and Influencing
• Leadership
• Delivering at Pace
• Seeing the Big Picture

Benefits

Alongside your salary of £74,962, Department of Health and Social Care contributes £21,716 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides.

• Learning and development tailored to your role
• An environment with flexible working options
• A culture encouraging inclusion and diversity
• A Civil Service pension with an employer contribution of 28.97%

Things you need to know

Artificial intelligence

Artificial intelligence can be a useful tool to support your application, however, all examples and statements provided must be truthful, factually accurate and taken directly from your own experience. Where plagiarism has been identified (presenting the ideas and experiences of others, or generated by artificial intelligence, as your own) applications may be withdrawn and internal candidates may be subject to disciplinary action. Please see our candidate guidance (opens in a new window) for more information on appropriate and inappropriate use.

Selection process details

This vacancy is using Success Profiles (opens in a new window), and will assess your Behaviours, Strengths and Experience.

Applications will be sifted W/C: 19/01/2026

Interview date: W/C 02/02/2026

Interview location: The interview will take place at 39 Victoria Street, Westminster, London, SW1H 0EU

Further details and interview slots will be released to candidates who are successful at sift.

Applications will be sifted on your CV and personal statement.

Please use your CV to set out your career history, highlighting specific responsibilities and achievements that are relevant for this role. These can be found in the ‘key skills and experience required for the role’ section of the advert.

Please use your personal statement to (in no more than 1000 words) outline how you meet the key skills and experience required for the role as set out in the job advert

At interview candidates will be assessed on Behaviours & Strengths.

Candidates will be asked to give a presentation which will assess the lead behaviour – Communicating and Influencing. Details of the presentation question will be issued to candidates with the release of the sift scores.

To find out more about working in the department please visit our page on the Civil Service careers website https://www.civil-service-careers.gov.uk/departments/working-for-the-department-of-health-social-care/ and to find out more information on how to apply visit the Civil Service careers website https://www.civil-service-careers.gov.uk/how-to-apply/

Applicants who are appointable but were not successful in appointment to this vacancy, may be held on a reserve list for up to 12 months, and contacted if similar vacancies become available.

Please be aware that some travel may be required across the DHSC estate.

Candidates must ensure that all information provided in their application is factually accurate. Any examples provided must be taken from personal experience. The Civil Service abides by honesty and integrity as part of its core values, if evidence of plagiarism is found, applications may be withdrawn.

Please note that applicants will require clearance.

Further Information

Any move to DHSC from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare; for further information visit the Childcare Choices website.

Reasonable Adjustment

If a person with disabilities is put at a substantial disadvantage compared to a non-disabled person, we have a duty to make reasonable changes to our processes.

If you need a change to be made so that you can make your application, you should:

Contact Government Recruitment Service via dhscrecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs.

Complete the ‘Assistance required’ section in the ‘Additional requirements’ page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

If successful and transferring from another Government Department a criminal record check may be carried out.

In order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service on your behalf.

However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing Pre-EmploymentChecks.grs@cabinetoffice.gov.uk stating the job reference number in the subject heading.

New entrants are expected to join on the minimum of the pay band.

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment.

A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.

Terms and Conditions

Candidates should note that DHSC’s Terms and Conditions of employment changed from 1 October 2013. It is the candidate’s responsibility to ensure they are aware of the terms and conditions they will adopt should they be successful.

New Entrants to the Civil Service

New entrants appointed in grades AA to G6 will receive DHSC’s modernised terms and conditions:

• Annual Leave: 25 days on entry rising by one day for each completed year of service to a maximum of 30 days and pro-rata for part-time staff
• Privilege Leave: 1 day - for the King’s birthday
• Hours of Work: 37 hours (net) per week for full time staff in all geographical locations, including London and pro rata for part-time staff
• Occupational Sick Pay (OSP): one month full pay/one month half pay on entry, rising by one month for each completed year of service to a maximum of five months’ full pay and five months’ half pay
• Mobility: Mobility clause in contracts allow staff to be mobile across the Civil Service
• Probation: 6 month probation period

Existing Civil Service staff transferring from another Government department, on either level transfer or promotion

All staff moving to DHSC will transfer onto DHSC’s modernised terms and conditions (as outlined above).

Existing DHSC staff, appointed on promotion

If DHSC’s modernised terms and conditions are already held, the employee will retain those terms and conditions. If DHSC’s pre-modernised terms and conditions are held, the employee will transfer onto DHSC’s modernised terms and conditions (as outlined above).

Feedback will only be provided if you attend an interview or assessment.

Security

Successful candidates must undergo a criminal record check.People working with government assets must complete baseline personnel security standard (opens in new window) checks.

Nationality requirements

This job is broadly open to the following groups:

• UK nationals
• nationals of the Republic of Ireland
• nationals of Commonwealth countries who have the right to work in the UK
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities with settled or pre-settled status under the European Union Settlement Scheme (EUSS) (opens in a new window)
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities who have made a valid application for settled or pre-settled status under the European Union Settlement Scheme (EUSS)
• individuals with limited leave to remain or indefinite leave to remain who were eligible to apply for EUSS on or before 31 December 2020
• Turkish nationals, and certain family members of Turkish nationals, who have accrued the right to work in the Civil Service

Further information on nationality requirements (opens in a new window)

Working for the Civil Service

The Civil Service Code (opens in a new window) sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles (opens in a new window).The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria.The Civil Service also offers a Redeployment Interview Scheme to civil servants who are at risk of redundancy, and who meet the minimum requirements for the advertised vacancy.

Diversity and Inclusion

The Civil Service is committed to attract, retain and invest in talent wherever it is found. To learn more please see theCivil Service People Plan (opens in a new window) and the Civil Service Diversity and Inclusion Strategy (opens in a new window).

Apply and further information

This vacancy is part of the Great Place to Work for Veterans (opens in a new window) initiative.Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants

Job contact :

• Name : Steven Vaughan
• Email : Steven.Vaughan@dhsc.gov.uk

Recruitment team

• Email : dhscrecruitment.grs@cabinetoffice.gov.uk

Further information

If you feel your application has not been treated in accordance with the Recruitment Principles and you wish to make a complaint, in the first instance, you should contact the DHSC Central Recruitment Team at DHSCrecruitment@dhsc.gov.uk
If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission: https://civilservicecommission.independent.gov.uk/contact-us/

Attachments

General Pay Principles on Recruitment Opens in new window (pdf, 72kB)