Head of Social and Creative

Job summary

DWP is recruiting a Head of Social and Creative to lead our high-performing Social and Creative Team. This fast-paced team is responsible for turning complex policy and customer messages into engaging video and design-led content across DWP’s social channels. ​

​This role leads and manages three sub-teams:​

• DWP’s Social Media Unit uses storytelling, innovation and creativity to deliver thumb-stopping and impactful social media campaigns.​
• Our Video Team captures the stories of hundreds of DWP customers and colleagues to support ministerial priorities, using always-on storytelling as well as news-led content. ​
• Our design team innovates to create a strong DWP brand and striking content across internal and external channels. ​

​Our work supports millions of people across the UK. From supporting low-income households and helping people to start or return to work via our national network of Jobcentres; to enacting policy to improve the lives of disabled people and address child poverty. Our comms address complex challenges to build trust and influence behaviour across a broad range of audiences, from young people not in education, training or employment (NEET) through to pensioners.​

​This is an exciting time to join the team: we have big ambitions to increase DWP's social media impact, and we are collaborating across government to use digital channels more effectively. To succeed in the role, you will need deep knowledge of the social media landscape and how to reach audiences with content that cuts through - and impacts on business outcomes. You’ll be an experienced creative leader and brand guardian, with an understanding of content trends allied to strong editorial judgement. You’ll think strategically and be able to collaborate with a wide range of stakeholders, leading your teams to deliver high quality, creative content that makes a difference. You’ll be accustomed to nurturing inclusive, high performing, multidisciplinary teams, often juggling competing priorities. ​

​This is a high-profile role. You will be a trusted advisor for Ministers, Special Advisers and Number 10. ​

​We are a close-knit team that collaborates with the press, external affairs, visits and internal comms teams, as well as private offices, policy and frontline colleagues. You will play an active role in the Directorate as a member of the wider Comms Directorate leadership cadre. ​

​This post will be based in London.​

​If this sounds like the right fit for you, we would love to hear from you!​

Job description

As Head of Social and Creative you will:​

Provide strong leadership, set strategy and standards​

• Lead, line manage, coach and performance manage the social media, video and design team leads, ensuring they and their teams are fully supported, skilled and able to deliver high‑quality outputs. Promote a positive, inclusive team culture.​
• Develop a high-performing multi-disciplinary team of c25 FTE with a strong understanding of DWP's priorities, our target audiences, and how to leverage social media channels and content to engage them. ​
• Set the digital strategy, creative output and brand standards for DWP, ensuring content has a consistent tone of voice and identity. ​
• Lead through ambiguity, providing clarity for the team around the role of communications in any project or policy. ​
• As a member of the wider comms leadership cadre, lean-in to cross-Directorate leadership and role-model collaborate working. ​

Use data and insight to deliver impactful content ​

• Lead the strategic direction for digital communications – using analytics and audience insights to inform and refine digital strategies, messaging frameworks and ensuring content and campaigns are impactful and effective. ​
• Lead the team in the delivery of creative, impactful content that responds to insight and trends - and cuts through with audiences. ​
• Demonstrate robust knowledge of the digital landscape, including new and emerging technologies and trends, identifying new approaches that enhance audience engagement, translating often complex policy into clear messaging. ​
• Promote a culture of continuous learning and development within the team, facilitating team learning to build collective capability. ​
• Integrate new evaluation tools to measure impact and develop evaluation frameworks to track campaign success. ​
• Monitor KPIs and use data to optimise ongoing and future activity.​
• Build close relationships with insight teams from across the department to ensure all outputs are insight-led. ​

Collaborate effectively with internal and external colleagues ​

• Collaborate with colleagues across the Marketing Team and wider Directorate and Department (press, strategic comms, policy, insight, ministerial offices and beyond) to ensure digital activity is aligned with – and helps to deliver – departmental objectives. ​
• Develop strong relationships with other government departments and the Cabinet Office's New Media Unit to share learnings and ensure DWP is at the forefront of innovation across government.​
• Lead relationships with creative and media planning and buying agencies around influencer and paid social briefs. Ensure that these are cost-effective, delivered to a high standard and represent value for money.​

Person specification

Experience Criteria for the Role​

Candidates for this role must be able to demonstrate that they can meet the following experience criteria:​

• An inspiring and motivating leader and line manager, who builds and develops successful multi-disciplinary teams, providing clear direction and coaching to ensure strong delivery. Role models collaboration across teams and supports team leaders in managing and developing their people to consistently achieve high quality outputs. ​
• Deep knowledge of digital platforms and proven experience of leveraging them to deliver innovative content that engages a broad range of audiences and delivers measurable impact. ​
• Significant experience leading the delivery of innovative, impactful audience-led design, photographic and video content.​
• Demonstrative experience of using performance data and audience insights to inform and refine digital strategies and campaigns.​
• Extensive experience of leading agency relationships to oversee the delivery of effective paid social and influencer campaigns, with a focus on value for money, quality and innovation.​
• Considerable experience of advising senior colleagues and proactively providing recommendations to address complex challenges.​
• Experience of leading through ambiguity and translating complexity into clarity for teams, to enable actionable delivery of digital campaigns that cut through with target audiences. ​

​We will ensure that you are fully supported and can develop your career as a skilled communications professional. DWP is committed to creating an organisation and workforce which is as diverse as the customers we serve. As such, we welcome applications from all suitably qualified people regardless of gender, race, disability, age or sexual orientation. ​

Technical skills

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

• Describe your experience of forging a high-performing multi-disciplinary team, leading through change to deliver audience-led strategies and digital campaigns that had a real business impact? (Lead Question)
• What experience do you have of leveraging data and evaluation methods to inform communications strategies and shape your team’s approach to campaign delivery?
• What is your approach to leading a multi-disciplinary team - how do you ensure join-up and get the best out of every team member?
• Tell us about your approach to innovation – how do you develop your team around new challenges and priorities to deliver at pace?
• Insight
• Ideas
• Implementation
• Impact

We only ask for evidence of these technical skills on your application form:

• Describe your experience of forging a high-performing multi-disciplinary team, leading through change to deliver audience-led strategies and digital campaigns that had a real business impact? (Lead Question)
• What experience do you have of leveraging data and evaluation methods to inform communications strategies and shape your team’s approach to campaign delivery?
• What is your approach to leading a multi-disciplinary team - how do you ensure join-up and get the best out of every team member?
• Tell us about your approach to innovation – how do you develop your team around new challenges and priorities to deliver at pace?

Benefits

Alongside your salary of £84,566, Department for Work and Pensions contributes £24,498 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides.

DWP have a broad benefits package built around your work-life balance which includes:

• Working patterns to support work/life balance such as job sharing, term-time working, flexi-time and compressed hours.
• Generous annual leave – at least 23 days on entry, increasing up to 30 days over time (pro–rata for part time employees), plus 9 days public and privilege leave.
• Support for financial wellbeing, including interest-free season ticket loans for travel, a cycle to work scheme and an employee discount scheme.
• Health and wellbeing support including our Employee Assistance Programme for specialist advice and counselling and the opportunity to join HASSRA a first-class programme of competitions, activities and benefits for its members (subscription payable monthly).
• Family friendly policies including enhanced maternity and shared parental leave pay after 1 year’s continuous service.
• Funded learning and development to support progress in your role and career. This includes industry recognised qualifications and accreditations, coaching, mentoring and talent development programmes.
• An inclusive and diverse environment with opportunities to join professional and interpersonal networks including Women’s Network, National Race Network, National Disability Network (THRIVE) and many more.

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 Experience and Technical skills.

Selection will be by a written sift, followed by a Face-to-Face Interview.​

The Civil Service uses a Success Profiles to assess candidates’, knowledge and skills. You will be assessed against experience and Government Communications Service (GCS) technical skills.​

​We’ll assess both what candidates are good at, as well as previous achievements to help us measure candidates’ experience and their potential. The assessment process comprises of a written application and for shortlisted candidates, a short scenario-based exercise and interview. ​

Written application ​

You’ll need to complete a CV and answer four questions when you apply. Your CV should set out your career history with key responsibilities and achievements.

Your CV will not be scored. ​

The four questions (250 words) will be assessed against the experience criteria set out on slide 5.​

​Interview ​

A ‘blended’ interview lasting around 45 minutes to 1 hour will test a mix of experience and GCS technical skills as detailed below The interview will be a mix of questions and a scenario-based exercise. The experience questions will be based on the experience criteria listed on slide 5.​

​You will be tested against the following Government Communications Service (GCS) technical skillsat (G6) grade. ​

• Insight​
• Ideas​
• Implementation​
• Impact

Written Application​

The written sift will be conducted using evidence from your answers to the following questions:​

1. Describe your experience of forging a high-performing multi-disciplinary team, leading through change to deliver audience-led strategies and digital campaigns that had a real business impact? (Lead Question)​
2. What experience do you have of leveraging data and evaluation methods to inform communications strategies and shape your team’s approach to campaign delivery? ​
3. What is your approach to leading a multi-disciplinary team - how do you ensure join-up and get the best out of every team member?​
4. Tell us about your approach to innovation – how do you develop your team around new challenges and priorities to deliver at pace?​

​Please note – If there are a high number of applications received, an initial sift may be undertaken based on the lead question. Candidates who pass the initial sift may progress to a full sift or may go straight to interview.​

​Interview​

Shortlisted candidates will be invited to attend an interview. This will be a face-to-face interview. The interview panel will be a minimum of two people.​

Selection and Feedback​

We will notify all candidates as soon as possible. Feedback will only be provided following an interview. ​
A reserve list will be held for up to 6 months, which we may also use to fill future similar vacancies.​
Candidates should not resign from their current job until all appropriate checks have been successfully completed.​

If you’re an existing civil servant and want to know more about transferring to another department, refer to your current department’s guidance on transfers within the civil service. ​

​If you have questions about the role, or the application process, please contact​

Jen.hepker@dwp.gov.uk

Please note​

If there are a high number of applications received, an initial sift may be undertaken based on your answer to the lead question. Candidates who pass the initial sift may progress to a full sift or may go straight to interview.​

​DCS Criteria additional information​

The benchmark for candidates to proceed to the next stage may also be raised. In line with our commitment to the Disability Confident Scheme (DCS), we aim to advance all candidates applying under the DCS who meet the minimum standard. However, we may only progress those candidates who best meet the required standards. ​

​Hybrid Working ​

​This role may be suitable for hybrid working, which is where an employee works part of the week in their DWP office and part of the week from home. This is a voluntary, non-contractual arrangement and your office will be your contractual place of work. ​

If a hybrid working arrangement is suitable for the role and for you, you will normally be required to spend a minimum of 60% of your contracted working hours from your DWP office. ​

If you have a disability, caring responsibilities, or other circumstances that may affect your ability to meet the minimum office attendance requirement, please discuss this with us using the contact details in this advert.​

​Visa Information​

We strongly recommend that applicants consult with an immigration specialist or qualified advisor to assess their eligibility for Visa Sponsorship before deciding to apply. Please note that while we consider sponsorship requests in accordance with current DWP guidance and Home Office policy, sponsorship cannot be guaranteed.​

​Due to legal considerations in this area, if you have questions about visas, please contact the VISA Sponsorship Team for assistance at visa.sponsorship@dwp.gov.uk.

Sift and Interview Dates:

Our anticipated timetable - which may be subject to change - is as follows:

• Shortlisting will take place commencing W/C 12/04/2026
• Interviews will commence W/C 27/04/2026
• Interviews will be held in person. Further details will be provided if you are successful and shortlisted.
• To apply for this post please follow the instructions in this candidate pack or the job advert on Civil Service Jobs.
• Please submit your application no later than 23:55 13/04/2026

If you’re an existing Civil Servant and want to know more about transferring to another Department, refer to your current department’s guidance on transfers within the Civil Service.

Candidates should not resign from their current job until all appropriate checks have been successfully completed.

If you have questions about the role, DWP or the application process, please contact Jen.Hepker@dwp.gov.uk

Further Information​

At the Department for Work and Pensions (DWP) we value diversity and inclusion and actively encourage and welcome applications from everyone, including those that are underrepresented in our workforce.

Find out more about working for DWP on the DWP Careers Hub.

Reserve List

A reserve list may be held for a period of 6 months from which further appointments can be made.

If you are placed on a reserve list but we cannot immediately offer you a post, please note:

• If you are later offered the role you applied for, in a location you have expressed a preference for, and you decline the offer or are unable to take up the post within a reasonable timeframe you will be withdrawn from the campaign and removed from the reserve list, other than in exceptional circumstances (e.g. a contractual Part Time Working Pattern cannot be accommodated in the initial role offered or in cases of serious ill health).
• If DWP makes an offer of an alternative role or location to that which you originally applied for, and you decline that offer, you will be able to remain on the reserve list.

Disability Confident Scheme

If high application volumes are received, the benchmark for candidates to proceed to the next stage may be raised. In line with our commitment to the Disability Confident Scheme (DCS), we aim to advance all candidates applying under the DCS who meet the minimum standard. However, we may only progress those candidates who best meet the required standards.

Reasonable Adjustments

We consider visible and non-visible disabilities, neurodiversity or learning differences, chronic medical conditions, or mental ill health. Examples include dyslexia, epilepsy, autism, chronic fatigue, or schizophrenia.

If you need a change to be made so that you can make your application, you should contact the Government Recruitment Service via DWPRecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs.

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

Integrity, plagiarism and Civil Service Principles

The Civil Service values honesty and integrity and expects all candidates to abide by these principles.

Please ensure that all examples provided in your application are taken directly from your own experience and that you describe the examples in your own words.

Examples of plagiarism can include:

• Presenting the work, ideas and experience of others as your own
• Copying content or answers from an online or published source that is not your own

Disclosure and Barring Service and Internal Fraud Database Checks

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.

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 successful and transferring from another Government Department, a criminal record check will be carried out.

Important

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

Before applying for this vacancy, current employees of DWP should check whether a successful application would result in changes to their terms & conditions of employment, e.g. mobility, pay, allowances. If you are a current employee and are successful you must be able to be released from your current post within four weeks.

Those on protected TUPE/ COSoP terms and conditions applying on promotion or voluntary permanent level move will adopt DWP’s Terms and Conditions and this may have a different impact on pay and allowances. Please review this prior to acceptance of a role.

Civil Servants that would transfer into DWP from other government organisations, following successful application, will assume DWP's terms & conditions of employment current on the day they are posted, unless DWP has stated otherwise in writing. Accepting a post will be taken to mean acceptance of revised terms & conditions.

Civil Servants applying on promotion will usually be appointed to the salary minimum or within 10% of existing salary.

Any move to DWP 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. Determine your eligibility at the Childcare Choices Website.

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.The Civil Service welcomes applications from people who have recently left prison or have an unspent conviction. Read more about prison leaver recruitment (opens in new window).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 : Jen Hepker
• Email : jen.hepker@dwp.gov.uk

Recruitment team

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

Further information

Appointment to the Civil Service is governed by the Civil Service Commission’s Recruitment Principles. If you feel your application has not been treated in accordance with these principles and you wish to make a complaint, you should in the first instance contact DWP by email: HR.BUSINESSASSURANCE@DWP.GOV.UK.
If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission. Click here to visit the Civil Service Commission.

Attachments

DWP Terms and Conditions January 2024 (2) Opens in new window (pdf, 60kB)Government-Communications-Professional-Competency-Framework (1) Opens in new window (pdf, 5307kB)Vac 452049 Head of Social and Creative CP Opens in new window (pdf, 1055kB)Success-Profiles-Candidate-Overview Opens in new window (pdf, 635kB)