Digital Marketing Lead

Bmcare; Hemel Hempstead; On-site; GBP 30,000 - 40,000; Full time

Job summary

A leading company in the care sector is seeking a Digital Marketing Specialist to enhance recruitment efforts and manage social media strategies. This role involves collaborating with HR, creating engaging content, and optimizing digital advertising campaigns. The ideal candidate will have experience in social media management and a strong understanding of digital marketing principles. Join a supportive environment that values your growth and offers competitive pay and benefits.

Benefits

Competitive Rates of Pay

Enhanced Pay Rates During Holidays

High Street Discounts

Wellbeing Support Team

Induction and Refresher Training

Flexible Working

Qualifications

• Experience in social media management and digital marketing.
• Demonstrable understanding of paid-for advertising across social platforms.

Responsibilities

• Collaborate with HR on recruitment advertising and career website.
• Create and manage recruitment event campaigns on social media.
• Audit website content monthly to ensure it is up to date.

Skills

Social Media Management

Digital Marketing

Content Creation

Data Analysis

SEO Understanding

Education

Undergraduate Qualification in Journalism, Marketing, Media, or Public Relations

Tools

WordPress

CANVA

Adobe Photoshop

Job description

Functional Functional Always active The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network. Preferences Preferences The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. Statistics Statistics The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you. Marketing Marketing The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.

The role includes optimising ads, maintaining websites, promoting job listings, managing event advertising, and producing engaging content. The role also involves social media management, email campaigns, and monitoring trends to ensure competitiveness and effective engagement. Reporting to our Communications Manager and the Director of Sales and Marketing.

Duties & Responsibilities:Recruitment Marketing

• Collaborate with the HR team on the maintenance of the careers website and recruitment advertising
• Promote one-off job listings via Meta community groups and/or paid advertisements.
• Provide resources for Operations Managers and Home Managers to support recruitment efforts.
• Create and manage recruitment event campaigns on Meta and/or the company website.
• Design and develop recruitment-focused marketing materials, such as flyers and online campaigns, to attract potential staff.
• Plan and promote events on social media for recruitment and occupancy purposes.

Digital Marketing/Advertising

• Redesign and optimise Meta Ads to lower costs and improve results, delivering the company’s best-ever performance.
• Conduct tactical A/B testing to refine ads and ensure continuous improvement.
• Use UTM tracking to analyse customer responses at every stage of the sales funnel.
• Strategically target audiences at different stages of the sales funnel for maximum impact.
• Collaborate with the Sales Manager to align marketing strategies with occupancy goals and ensure effective communication of key priorities.
• Support Engagement Leads to create compelling, person-focused content.
• Assist Home Managers/Engagement Leads with local advertising (some print and digital) for their PR events
• Actively contribute to the strategy and execution of online advertising initiatives.
• Consult with digital marketing partners to deliver responsive Google Ads, reviewing performance and providing feedback to improve ad effectiveness.
• Make reactive changes to ads based on occupancy reports, aligning strategies with the needs of struggling homes.
• Utilise a digital marketing partner for professional development, ensuring skills are up to date within the industry

Website and Content Management

• Audit website content, including imagery, monthly, to ensure it is up to date
• Implement updates and changes to the company website.
• Add events and interactive forms to the website to drive engagement.
• Support the Marketing team with delivering video content, including testimonials, recruitment ads, and care staff interviews, ensuring alignment with brand goals.

Social Media Management

• Create and schedule content for Facebook, X (Twitter), TikTok, LinkedIn, and Instagram.
• Plan, execute, and analyse all boosted and paid content across platforms.
• Collaborate with the company’s 28 care homes to capture and produce engaging social media content.
• Plan and promote events on social media to boost recruitment and occupancy efforts.
• Grow the number of fans and followers across all social platforms.
• Maintain community engagement, including responding to comments and messages.
• Work alongside the Sales & Marketing team to align content with the group’s wider strategies.

Email Marketing

• Plan, design, and distribute campaigns using MailChimp to enhance engagement with stakeholders.
• Send out biweekly feedback emails to customers to gain insights into their experience. Analyse responses and share findings with care homes to drive improvements and enhance service delivery.

Competitor and Trend Monitoring

• Monitor social media trends and competitor content to ensure the company remains innovative and competitive within the care sector.
• Monitor other similar care accounts to identify further steps that can be taken to improve our social media presence and engagement.

Skills, Characteristics, and ExperienceEssential

• Experience in social media management and digital marketing.
• Experience creating social media content – META essential
• Demonstratable understanding of paid-for advertising across social platforms – META is essential.
• Experience analysing social media data.
• Proficiency using social scheduling system on META
• Proficient in WordPress (website hosting services)
• Proficient using visual suites e.g., CANVA
• Full UK driving license

Desirable

• An undergraduate qualification in a related subject, e.g., Journalism, Marketing, Media, or Public Relations.
• Understanding the role of SEO content.
• Previous experience working with Adobe Photoshop.
• Previous experience promoting and hosting PR events.

Every career opportunity that we offer will provide you with a wealth of benefits, as well as a job that you’re proud of. These benefits have been tailored to support and uplift you in your role. Tailored training opportunities and wellbeing programmes are also designed to prioritise the mental health of everyone who works with us.

Helping you to develop your career and gain new skills is important to us. You’ll be able to grow and excel within our supportive environment, whether or not you have previous experience working in social care. Many of our roles require no previous experience or qualifications, and skills you may have from other jobs will be easily transferable.

We are committed to providing you with:

1

Reward

You will receive competitive rates of pay, enhanced pay rates during holidays, and high street discounts for working in the care sector.

2

Your wellbeing is important to us, so our Wellbeing Support Team will be always available for you, providing opportunities to seek advice, and fun events.

3

Training

We support you with induction and refresher training, as well as many opportunities to gain qualifications in the industry and progress your career.

4

Enjoy an array of benefits including flexible working, and being celebrated through recognition and long service awards.

We understand that your time is valuable, and that great work should always be
recognised and rewarded.

B&M Care is a “family run business for families”. With almost 50 years of experience, and a growing portfolio of care homes, we have a person-centred vision that puts our residents and staff at the forefront of everything we do.

Address

B&M Care, Head Office, Old Town Court 70 Queensway, Hemel Hempstead HP2 5HD

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