Senior 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 New Media Unit 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 careers page.

Job description

As a Senior Copywriter (SEO), you will be the editorial guardian of the NMU’s campaign output. You will not just write; you will define the narrative voice for major government priorities.

At this grade, you are expected to operate with significant autonomy. You will take complex, often sensitive policy detail and translate it into engaging, human-centric content without losing nuance. You will act as a lead creative, shaping concepts for campaigns and advising senior stakeholders on how to deliver their message effectively to a digital audience.

Responsibilities & Duties

• Strategic Editorial Lead: Take ownership of the "pen" for high-priority campaigns. You will move beyond simple drafting to shaping the creative direction and narrative arc of our "always-on" content.
• Advanced Scriptwriting: Lead the conceptualization and scripting for high-production value video content (Reels, TikTok, YouTube). You will craft scripts that balance the "hook" required for algorithmic success with the gravitas required for government messaging.
• Stakeholder Consultancy: Act as a trusted advisor to policy officials and Private Offices. You will attend briefings and confidently challenge jargon, advocating for language that lands with the public while maintaining policy accuracy.
• Quality Assurance & Standards: Set the benchmark for copy within the unit. You will review and refine the work of junior writers or external agencies, ensuring a consistent, "native" tone of voice across all channels.
• Interview Strategy: Develop comprehensive briefing packs and interview questions for the public, creators and senior figures. You will design these prompts to elicit authentic, soundbite-ready answers that work for social cuts.
• Presentations & Internal Comms: Translate complex data and strategy into compelling decks and speeches for NMU leadership to present to the Cabinet Office and wider government.
• 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

Experience / Ability

Skills Experience Required Essential:

• Proven Track Record: Significant experience in a senior copywriting or editorial role within a digital-first environment (newsroom, agency, or high-profile brand).
• Format Expertise: Deep understanding of how copy mechanics change per platform—knowing why a script works for TikTok but not for LinkedIn, and the ability to pivot between them effortlessly.
• Handling Complexity: Demonstrated ability to simplify dense, technical, or bureaucratic information into clear, compelling, and accessible language under tight deadlines.
• Strategic Thinking: Experience not just in writing, but in asking what we should be writing and why, ensuring content aligns with broader strategic goals (rebuilding trust).
• Experience managing or mentoring junior creatives.
• Experience managing external resource / agency support.

Technical

We need a writer who is fluent in the tools of modern digital production.

• Presentation Suites: Advanced skills in Google Slides and PowerPoint. You must be able to structure narratives visually, not just in text, for high-stakes internal presentations.
• SEO & Discovery: Understanding of Social SEO (how users search within TikTok/Instagram/YouTube) and keyword integration to ensure content reaches the widest possible audience.
• Collaboration Platforms: High proficiency in Google Workspace (Docs, Sheets) and GoogleMeets for real-time collaborative editing and version control in a fast-paced newsroom environment.
• Channel knowledge: Experience and understanding of what works best for different channels from TikTok and Snap, to Reddit and Youtube, keeping up to date as new platforms emerge and trends shift.

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
• Changing and Improving

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 which will be shared prior to interview.
• You will be asked to send details of your portfolio prior to your interview. Details of where it should be sent will be sent to candidates.

Benefits

Alongside your salary of £43,760, Cabinet Office contributes £12,677 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.

Selection 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 prior to your interview, details of where it should be sent will be sent with candiates invited to interview.

You will also be asked questions on the following behaviours:

• Communicating and Influencing: You communicate with authority and clarity. You can influence stakeholders to take a bold approach to copy, explaining the rationale behind your creative choices.
• Delivering at Pace: You maintain high performance and accuracy in a fast-moving, reactive campaign/communications environment.
• Seeing the Big Picture: You understand how your individual pieces of content contribute to the wider NMU goal of rebuilding public trust and aligning with government priorities.
• Changing and improving: You work with others to identify areas for improvement and simplify processes to use fewer resources, using technology where possible to increase efficiency.

Presentation/task for interview

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/Disclosure Scotland 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.

For further information on the Disclosure Scotland confidential checking service telephone: the Disclosure Scotland Helpline on 0870 609 6006 and ask to speak to the operations manager in confidence, or email Info@disclosurescotland.co.uk

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