Senior Concept Copywriter - NMU -GCS

Job summary

The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. The NMU was established in November 2024 with the clear goal to reach, connect and rebuild trust with audiences in the most effective way possible. Our aim is to provide the public with relevant, useful, authentic content when and where they want to receive it and communicate in an entirely new way.

The government has signalled a clear intention to focus on ambitious, measurable, long-term objectives that deliver better outcomes for citizens. This requires a new way of doing government which is more joined-up and better reaches the public to build awareness, understanding and trust in the government’s missions. The NMU is a critical lever in achieving these long-term aims, bringing together the specialist skills required to reach citizens with content they want to consume at a time and place they want to consume it.

The Team

The team is evolving, and works in an agile way proactively delivering on priority campaigns and responding to nation-wide communications. We need people who think differently and who can respond to the ever-changing media landscape. At its core this team is focused on flexibility and collaboration across the three pillars (Strategy, Campaign and Creative), working closely with the GCS Strategy & Campaigns and Applied Data & Insight teams, alongside No 10 and departmental communication teams across government.

This is a really exciting time to be joining the NMU as we look to expand our activity, test and learn different approaches and deliver communications which make a difference to citizen’s lives. This is a rare chance to be part of something truly ground breaking, where your ideas will directly influence the future of digital communications at the heart of government.

What we’re looking for

We need outstanding specialists in digital design, copy writing and content production, who have a high level of expertise, will put audiences at the heart of everything they do. We're seeking innovative minds and creative talents to help craft our evolving vision. This is a unique opportunity to grow, learn and share your talent with a team of diverse experts with passion and a genuine curiosity to innovate government comms. Most importantly, we want people who care about delivering outstanding communication for the public.

For information on how the Communications Profession can support career development please visit our careers page.

Job description

As a SeniorConcept Copywriter (SEO), you will be the narrative voice of the NMU’s creative engine. You will work within a "Concept Team," partnered with an Art Director, to generate the big ideas that drive our campaigns.

We are welcoming applications from individual Copywriters looking for a new partner, or established creative teams (Copywriter + Art Director) who wish to join together.

In this role, you will move beyond standard drafting. You are here to ideate. You will turn complex government priorities into human stories, writing scripts that hook attention in the first three seconds and headlines that stop the scroll. You will work across paid social, creator briefs, and integrated campaigns.

Responsibilities & Duties

• Conceptual Ideation: Work alongside your Art Director partner to brainstorm and develop "big ideas" for social-first campaigns. You will turn briefs into creative concepts, focusing on the narrative arc and the "hook."
• Scriptwriting & Storytelling: Write compelling scripts for video content (Shorts, Reels, TikToks, Long-form). You understand pacing, tone, and how to write for the spoken word, ensuring the message lands without sounding like a press release.
• Social-First Copy: Craft "native" copy for all platforms. You know how to write a LinkedIn post that sparks debate, an Instagram caption that drives engagement, and a TikTok text-overlay that adds context.
• Creative Presentation: articulate the narrative journey in pitch decks. You will write the "manifesto" or the "script" that sells a brave creative concept to senior stakeholders, helping them visualize the story.
• Tone of Voice: Act as a guardian of the NMU tone—authentic, accessible, and transparent. You will strip away jargon and ensure every word rebuilds trust with the audience.
• Production Oversight: Collaborate with editors and producers during the edit, ensuring the voiceover, subtitles, and pacing match your original script and vision.
• Travel to London for team/client/stakeholder meetings and presentations will be required on a regular and ad-hoc basis
• The New Media Unit and Cabinet office cover all areas of government: your role will require you to work across a variety of portfolios including but not limited to: economic growth, the NHS, safer streets, barriers to opportunity, clean energy, strong foundations and secure borders. Learn more: https://www.gov.uk/missions.

Person specification

Skills/experience required

Experience / Ability Essential:

• Portfolio: A strong portfolio of social-first campaigns and scripts. We want to see how you use words to solve problems—show us your hooks, your headlines, and your scripts.
• Conceptual Thinking: Experience working in a creative team (or as a solo creative) generating concepts for integrated or social campaigns. You don't just write; you invent.
• Tonal Agility: The ability to switch voices instantly—from empathetic and serious (crisis comms/policy) to witty and engaging (trends/educational).
• Platform Fluency: You speak the language of the internet. You understand meme culture, slang (and when not to use it), and how to make government messaging feel human.
• Experience managing or mentoring junior team members.

Desirable:

• Experience working in a formal "creative pair" (CW/AD).
• Background in advertising, social agencies, or digital newsrooms.
• Experience writing for creators or influencers.

Technical

We need a writer who understands the mechanics of digital attention.

• Scripting & formatting: High proficiency in Google Docs and Word for creating industry-standard AV scripts (two-column format).
• Presentation Writing: Advanced skills in Google Slides and PowerPoint. You must be able to write punchy, persuasive deck copy that sells an idea instantly.
• Platform Mechanics: Deep understanding of character limits, hashtag strategies, and "searchable" copy (Social SEO) for TikTok, YouTube, and Instagram.
• Collaboration Platforms: Proficiency in Google Workspace and Slack/Teams for real-time co-writing and rapid iteration.
• Channel Knowledge: You know the difference between a "hook," a "cta," and a "payoff," and you know exactly where to place them in a 60-second video vs. a 15-second ad.

Additional information:

Cabinet Office policy is that a minimum 60% of your working time should be spent at your principal workplace. For some roles, due to their nature and the business need, this may be up to 100%. Requirements to attend other locations for official business will also count towards this level of attendance.

Behaviours

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

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

Technical skills

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

• You will also be asked to prepare a presentation if selected for an interview, details of task shared prior to interview.
• You will be asked to send details of your portfolio before your interview, details of which will be sent to candiatates.

Benefits

Alongside your salary of £47,670, Cabinet Office contributes £13,809 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 which provides an attractive pension, benefits for dependants and employer contributions of 28.97%.
• A minimum of 25 days of paid annual leave, increasing by one day per year up to a maximum of 30.

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, Experience and Technical skills.

Application process

As part of the application process, you will be asked to submit a CV, and a maximum 500 word personal statement outlining any previous employment history, qualifications and skills that would make you suitable for this role.

Should a large number of applications be received, an initial sift may be undertaken using your experience from your CV. Candidates who pass the initial sift may be progressed to a full sift, or progressed straight to assessment/interview.

Interview process

For your interview, you will be asked to go through your experience and share any recent work that you have been involved in. You will be asked about your online portfolio. You will be asked to send your portfolio before your interview, details of where it should be sent will be sent to anyone invited to interview.

You will also be asked questions on the following behaviours:

• Communicating and Influencing: You can sell a story to senior leaders/stakeholders with confidence. You can explain with authority the why behind a headline or a script choice to non-creative stakeholders.
• Delivering at Pace: You can churn out high-quality scripts and reactive copy rapidly to meet the demands of a fast paced campaign / communication environment or breaking news cycle taking a lead on how to improve ideas and workflow
• Seeing the Big Picture: You ensure that even a 15-second video script aligns with the broader strategic goal of rebuilding public trust.

Technical Skills

You will also be asked to prepare a presentation if selected for an interview, details of which will be sent to you prior to the interview date.

Sift and interview dates to be confirmed.

Your interview will either be conducted face to face or by video. You will be notified of the location if you are selected for interview.

Further Information

A reserve list may be held for a period of 12 months from which further appointments can be made.

Any move to Cabinet Office 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 cabinetofficerecruitment.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.

Please note that this role requires SC clearance, which would normally need 5 years’ UK residency in the past 5 years. This is not an absolute requirement, but supplementary checks may be needed where individuals have not lived in the UK for that period. This may mean your security clearance (and therefore your appointment) will take longer or, in some cases, not be possible.

For further information on National Security Vetting please visit the Demystifying Vetting website.

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.

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

Security

Successful candidates must undergo a criminal record check.Successful candidates must meet the security requirements before they can be appointed. The level of security needed is security check (opens in a new window).

See our vetting charter (opens in a new window).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 : nmu@cabinetoffice.gov.uk
• Email : nmu@cabinetoffice.gov.uk

Recruitment team

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

Further information

Appointment to the Civil Service is governed by the Civil Service Commission’s Recruitment Principles. If you feel that your application has not been treated in accordance with the Recruitment Principles, and wish to make a complaint, then in the first instance you should contact Government Recruitment Service by email at : cabinetofficerecruitment.grs@cabinetoffice.gov.uk
If you are not satisfied with the response you receive, then you can contact the Civil Service Commission at info@csc.gov.uk. For further information on the Recruitment Principles and bringing a complaint to the Civil Service Commission, please visit their website at: https://civilservicecommission.independent.gov.uk/.

Attachments

Cabinet Office Employee Offer Opens in new window (pdf, 302kB)Cabinet Office Terms and Conditions - External 2025-02-20 Opens in new window (docx, 83kB)