Social Media Specialist

University of Minnesota; Rochester (MN); On-site; USD 49,000 - 55,000; Full time

Job summary

The University of Minnesota Rochester is seeking a social media and multimedia content specialist to elevate the campus brand, engage prospective students, and support enrollment goals across digital channels.

You will develop content across graphics, photography, video, and storytelling campaigns, manage daily social operations, monitor analytics, and ensure brand alignment according to UMN standards. Some evenings/weekends may be required.

Qualifications

• BA/BS degree or equivalent experience.
• Experience managing social media for higher education or nonprofit.
• Proficiency with Adobe Creative Cloud apps such as Photoshop, InDesign, Illustrator.
• Photography, videography, and editing skills.
• Ability to create engaging social content and storytelling campaigns.
• Strong written, verbal, and visual communication.
• Knowledge of accessibility standards in digital content.

Responsibilities

• Develop and refine organic and paid social strategies to support enrollment goals.
• Create on-brand multimedia content across graphics, photography, and video.
• Manage daily social media operations and audience engagement.
• Track performance metrics and optimize content strategy.
• Support recruitment campaigns with aligned content.
• Capture event photography and video; edit for platforms.
• Assist with marketing campaigns and campus communications.
• Design campus digital screens and maintain brand standards.
• Coordinate mascot program and Chancellor’s Student Leaders initiatives.

Skills

Social media management

Content creation

Photography

Video editing

Adobe Creative Cloud

Storytelling

Brand alignment

Communication

Project management

Collaboration

Education

Bachelor's degree

Tools

Photoshop

InDesign

Illustrator

Video editing software

Job description

About The Job

Brief Overview: This position is responsible for developing and executing social media strategies that elevate the University of Minnesota Rochester’s brand, engage prospective students, and support campus enrollment goals. The role leads the creation of multimedia content — including photo, video, graphics, and more — while tracking performance analytics and maintaining brand alignment across digital channels. Additionally, this role provides broader marketing and communications support, manages visual content through various media across marketing campaigns and across the campus, etc.

Location and Work environment

In-office work is required for this role located at the University of Minnesota Rochester in Rochester, Minnesota.

Work Schedule

Full time, 12 months per year, non-exempt position. Monday through Friday, typically from 8:00AM-4:30PM. Schedule flexibility will be required, based on the needs of the department.

Expected Contributions

This role supports campus growth by elevating the University of Minnesota Rochester’s public profile, strengthening student engagement, and directly supporting enrollment and retention initiatives. By strategically managing UMR’s social media footprint, producing compelling multimedia content, and overseeing digital campus communication channels, the position ensures a cohesive, inclusive, and modern brand presence that resonates with prospective and current students alike. Furthermore, this role fosters a sense of belonging, builds campus community pride, and amplifies student voices across the institution.

Visa Language

Please note, this position is not eligible for H-1B or Green Card sponsorship. This position does not offer a STEM OPT training program.

Primary Responsibilities

SOCIAL MEDIA CONTENT CREATION - 55%

• Develop, implement and continuously refine organic and paid social media strategies that support enrollment goals, strengthen brand awareness and increase the visibility of the University of Minnesota Rochester.
• Create engaging, on-brand social media content, including graphics, photography, video and storytelling campaigns that showcase student experiences, campus life and university initiatives.
• Manage daily social media operations, including content publishing, audience engagement and timely responses to inquiries across platforms.
• Monitor social media trends, platform updates and emerging best practices to ensure content remains current, relevant and student-centered.
• Track, analyze and report on social media performance metrics, using insights to optimize content strategy, audience engagement and platform utilization.
• Support recruitment campaigns by aligning social content with audience needs and enrollment goals.

VISUAL CONTENT CREATION - 20 %

• Capture event and campus life photography and video
• Create and edit short-form and long-form video content for social media platforms and webpages that showcase student experiences, academic programs and campus events.
• Organize and store digital assets in accordance with university standards and processes.
• Provide assistance during video and photo productions.

MARKETING AND COMMUNICATIONS SUPPORT - 15%

• Assist with the execution of external and internal marketing efforts, including campaign planning and logistics.
• Create and edit marketing content for various mediums and audiences.
• Adhere to and be an ambassador for the University of Minnesota Rochester and the University of Minnesota System brand standards.
• Engage with UMR’s prospective students periodically to ensure awareness of their perspectives (focus groups, interviews, etc.).
• Develop and design campus digital screens
• Update the University event calendar, Raptor Link as necessary

MASCOT RELATIONS - 5%

• Coordinate the University mascot program by recruiting and training future mascots, scheduling appearances and ensuring consistent representation of Rockie across campus and community events.

CHANCELLORS STUDENT LEADERS - 5%

• Develop, train and support the Chancellor’s Student Leaders program.

Qualifications

Required qualifications

• BA/BS degree or combination of related education and work experience to equal at least four years.

Preferred Qualifications

• Experience managing social media accounts for an organization, higher education institution, nonprofit, or similar entity.
• One year of professional experience in communications, marketing, social media management, graphic design, web design, digital media, or a related field.
• Proficiency with Adobe Creative Cloud applications, including Photoshop, InDesign, and Illustrator, as well as other tools relevant to digital content creation.
• Proficiency with photography, videography, and photo/video editing software.
• Demonstrated creativity in developing engaging social media content, visual assets, and storytelling campaigns.
• Strong written, verbal, and visual communication skills.
• Knowledge of digital accessibility standards and best practices.
• Ability to work effectively within established brand guidelines while developing innovative content.
• Experience monitoring social media trends, platform updates and emerging best practices.
• Strong project management, organizational, & time management skills, with the ability to manage multiple priorities and meet deadlines.
• Demonstrated initiative, sound judgment, and ability to work independently.
• Ability to work effectively in a highly collaborative team environment.
• Commitment to fostering an inclusive community and supporting UMR's values of respect, diversity, community, evidence-based decision‑making, and human potential.
• Availability to support event photography and content creation during occasional evenings and weekends.

About The Department

The University of Minnesota Rochester (UMR), located in downtown Rochester, serves approximately 1,200 students and recently welcomed its largest class ever. Faculty and staff are dedicated to innovative education, student development and applying research to enhance learning every day. With a strong focus on health sciences and student‑centered learning, UMR partners closely with Mayo Clinic and emphasizes research‑driven teaching to meet the evolving demands of the health care industry.

UMR’s Vision is to inspire transformation in higher education through innovations that empower our graduates to solve the grand health challenges of the 21st century. The campus facilities are adjacent to the world‑class Mayo Clinic and other industry leaders in the life sciences in downtown Rochester, Minnesota. Rochester is the fastest growing city in Minnesota, currently experiencing exponential growth with facilities expansion and the University’s continued growth.

Pay And Benefits

Pay Range: $48,600 - $55,000 per year ($23.36-$26.44/hr); depending on education/qualifications/experience

Time Appointment: 100% Appointment

Position Type: Civil-Service & Non-Faculty Labor Represented Staff

Please visit the Office of Human Resources website for more information regarding benefit eligibility.

The University Offers a Comprehensive Benefits Package That Includes

• Competitive wages, paid holidays, and generous time off
• Continuous learning opportunities through professional training and degree‑seeking programs supported by the Regents Tuition Benefit Program
• Low‑cost medical, dental, and pharmacy plans
• Healthcare and dependent care flexible spending accounts
• University HSA contributions
• Disability and employer‑paid life insurance
• Employee wellbeing program
• Excellent retirement plans with employer contribution
• Public Service Loan Forgiveness (PSLF) opportunity
• Financial counseling services
• Employee Assistance Program with eight sessions of counseling at no cost

While our salary ranges provide a framework, it is important to note that most of the time, the initial pay may not reach the maximum of the range. This approach ensures that compensation reflects the value and unique contributions of each candidate while maintaining equity within our organization. As part of our commitment to fair and equitable compensation, please be aware that the salary offered to incoming candidates will be based on their individual credentials and experience.

Diversity

The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds. The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu

Employment Requirements

Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.

About University Of Minnesota

The University of Minnesota Rochester (UMR)

At the University of Minnesota Rochester, our vision is to transform higher education through innovations that empower graduates to solve the grand health challenges of the twenty‑first century. UMR prepares students for a broad spectrum of career pathways including pre‑med and patient care; psychology and mental health; business and leadership; health technology; public policy and global health; and research, discovery, and cures.

The campus community serves almost 1,000 undergraduate and graduate students in the heart of downtown Rochester and continues to grow in size and influence through creative partnerships. At UMR, relationships and research drive student success. Learn more about UMR.

At the University of Minnesota, we are proud to be recognized by Forbes as a Best Employer for Company Culture (2026), Best Employer for Women (2023, 2025, 2026), and Best Employer by State (2022-2026). In 2026, we also received Culture Excellence & Industry Awards recognition for employee appreciation and work‑life flexibility.