First, ‘social media supervisor’ emerged as the brand new advertising and marketing job title. Then, ‘influencer’. Now, the ‘content material creator’ period is right here.
Content material creators are a not-so-secret superpower for extending your model’s or marketing campaign’s attain. In a current creator report, Sprout Social’s listening device discovered that the dialog on Twitter round content material creators elevated 35% 12 months over 12 months since 2017. That’s a number of chatter round a quickly-growing title.
And companies are catching on. Our analysis discovered that 74% of entrepreneurs deliberate to spend no less than 1 / 4 of their social finances on creator partnerships in coming months.
It’s time to incorporate creators in your social media advertising and marketing technique. If you happen to’re desirous about bringing a number of onboard, writing a stellar content material creator job description will show you how to entice the correct candidate. And this text is your start line.
What sort of content material creator function are you hiring for?
A content material creator does precisely what it says on the field—they create content material. However that’s a broad class stuffed with prospects.
“The function of ‘content material creator’ can differ for manufacturers relying on their wants and the way they see content material taking part in its personal function of their general advertising and marketing,” says freelance content material creator and marketer Jayde Powell. “A content material creator is actually somebody that creates content material, and since there are various kinds of content material and methods to create them, I believe that must be clearly outlined.”
as a result of folks use ‘content material creator’ and ‘influencer’ interchangeably, manufacturers oftentimes really feel the creators they rent must have an internet presence and/or a number of followers.
that’s not the case.
a creator’s job is to create content material. dasss it.
— jayde i. powell (@jaydeipowell) October 28, 2022
Earlier than you write your content material creator job description, ask your self these three questions:
1. What targets do you wish to obtain by hiring a creator?
Broad targets, like producing extra engagement and reaching new audiences, matter.
However get particular, too: What sort of content material would you like a creator to deal with? For instance, Instagram Story posts, TikTok hyperlink in bio inclusion and model shout-outs on YouTube are a couple of of the highest content material codecs entrepreneurs plan on partnering with creators to make, in accordance with our Creator Economic system report.
As Jayde put it, “A model might wish to rent a content material creator that particularly makes short-form movies for his or her social media channels. One other model might want its content material creator to jot down copy or design graphics for his or her print campaigns. Specifying what sort of content material you need will assist decide if somebody’s even certified for the function. ”
Narrowing this down will assist potential expertise resolve whether or not they’re match for the function, which is able to show you how to rent a creator proficient in the kind of content material that may greatest obtain your targets (extra on this beneath).
2. Would you like a contract creator, or an in-house one?
In-house and freelancer content material creators aren’t mutually unique. However they do have distinctive promoting factors.
Freelance creators can lengthen your attain into new communities by way of a trusted voice. Their content material will probably stay on their channels, not yours.
That is significantly useful for brand new product launches or campaigns you wish to create buzz round—one of many advantages of “unboxing” or “reveal” content material, which 42% of entrepreneurs companion with creators to make.
Be able to work with them on a contract, and be life like about pricing. In order for you nice content material, pay accordingly.
In-house content material creators present extra assist on your day by day posts and channels. With bandwidth as a primary problem for social groups, it is smart that 25% of entrepreneurs rent creators to cut back the burden of content material creation.
3. What sort of specialty are you searching for?
On the time of writing this text, there have been over 2,000 LinkedIn leads to the US for “content material creator” job postings.
However not all of those content material creator job obligations are the identical.
Listed here are a couple of roles to think about:
TikTok content material creator
With the rise of this platform and short-form video, TikTok content material creators or specialists have gotten increasingly more widespread.
When to think about: You wish to develop your presence and viewers on TikTok and diversify your short-form video content material on the platform.
Trade-specific content material creator
A part of the draw of working with content material creators is their means to domesticate a group round themselves or a topic they’re enthusiastic about.
This additional stage of being “in-the-know” offers your content material an authenticity enhance whereas connecting with a brand new viewers that shares the identical ardour about your trade.
This posting is outside life-style particular…
…whereas this one seeks creators enthusiastic about music.
When to think about: You wish to attain followers in a particular trade, otherwise you want somebody who’s deeply educated about your trade, services or products.
Social media content material creator
Likelihood is, when you’re searching for a content material creator, they’re creating content material for social media.
However this title is value contemplating—particularly when you’re not hiring a creator with a platform-specific focus.
When to think about: You’re searching for a brilliant social-savvy creator to boost your social campaigns, attain new audiences and construct connections together with your group.
Ability-specific content material creator
From short-form movies to memes, creating several types of belongings entails completely different abilities.
Creators would possibly concentrate on:
- Quick-form video
- Lengthy-form video
- Pictures
- Graphic design
- Copywriting
- Content material writing
The beneath place is searching for content material creators who’re particularly proficient in writing and optimizing content material.
When to think about: You’re searching for a content material creator with a laser focus in your most popular content material format.
Senior-level content material creators
The next-level content material creator would possibly lead ideation with different creators, handle content material tasks and have extra confirmed expertise.
This posting mentions that the senior content material creator will “ideate content material approaches with different creators, strategists, designers and stakeholders.”
When to think about: You’re constructing an in-house staff of a number of creators and need one individual on the helm.
Typical content material creator job obligations
A creator’s obligations will depend upon what your organization and staff want and wish to obtain with this function.
And be warned: One of many greatest pitfalls companies fall into is creating descriptions which might be both too obscure or overloading the obligations.
As Jayde places it, “Oftentimes, I see a number of asks in job descriptions that transcend creating content material, like asking creators to make content material and publish it on their channels. I’ve seen others the place the model will ask them to answer feedback. Whereas a content material creator might have the skillset of a social media supervisor, designer, author, videographer and/or photographer, that doesn’t imply they need to be doing the entire above.”
With that in thoughts, let’s get into among the commonest abilities listed in content material creator job descriptions.
- Ideate, seize and publish visible content material: This could embody photographs, memes, movies and graphics. However there’s sometimes a heavy video focus in creator roles. In any case, 66% of shoppers assume short-form video is essentially the most participating sort of content material in accordance with The Sprout Social Index™.
- Deep understanding of social platforms: Particularly vital for platform-specific content material creators. However for anybody crafting social content material, figuring out every platform aids in creating extra impactful content material and even reaching wider distribution.
- Staying on prime of tendencies: Leaping on tendencies helps creators develop their very own attain and presence, and does the identical on your model.
- Artistic storytelling: On the finish of the day, content material wants to inform a narrative. And content material creators are storytellers by nature.
- Cross-team collaboration: This would possibly embody working with a number of groups on story improvement or to obtain suggestions.
- Familiarity with key KPIs: When working with in-house or freelance creators, leaning on efficiency reporting is a should when proving ROI.
Creators may additionally be requested to function “the face” of a enterprise. Whereas this isn’t at all times required, if that is what you need, be upfront about it.
Talking from expertise, Jayde put it greatest: “I prefer to know the way usually my picture, voice or likeness can be used within the content material. Particularly for video content material, if I’m anticipated to be the “face” of the model on a specific channel or if my voice can be used commonly—that may affect my fee and the way I would like my contract to be outlined.”
Typical job abilities and expertise so as to add to your content material creator job description
Bear in mind: The talents your creator will want all rely in your targets, most popular content material and the capability at which you wish to rent them.
Listed here are some widespread abilities and experience you’ll discover in content material creator roles.
- Filming and enhancing: A should in case your best content material creator is creating photographs and movies.
- Key phrase analysis: Related for creators you wish to rent to jot down touchdown pages, weblog posts and written internet content material.
- Proficiency with particular instruments: If you happen to use particular software program, like Sprout Social for publishing and scheduling, reporting and collaboration, embody this within the job description. Making this a nice-to-have somewhat than a requirement opens you as much as candidates you possibly can practice to make use of your software program. Intuitive platforms with accessible assist, like Sprout, make it straightforward to be taught shortly.
- Capability to work independently: “Working with little supervision” comes up usually within the spirit of giving your creators inventive freedom—each in-house and as freelancers–and in addition lowering general burden on the enterprise.
- Expertise constructing a group: Whereas some job postings have a private follower depend requirement, constructing group isn’t at all times about numbers. Creators with expertise constructing a smaller, but highly-engaged group can typically be extra useful than a big following with little engagement.
- Data of and fervour for the model or trade: A pleasant-to-have for some, a must have for others. Take this Blizzard job posting for a World of Warcraft creator. To get content material that may really resonate with this area of interest viewers, their best creator candidate could have deep information of this recreation, in-jokes about its world and extra.
- Communication abilities: Communication abilities are important for creators who want to speak your model’s mission and story. However in addition they want to speak clearly together with your staff and stakeholders to safe buy-in.
- Expertise with and deep information of social media: Social media content material creators should perceive how social platforms they’re creating content material for work with the intention to market your model efficiently.
- Capability to work with quick deadlines: Be respectful of your creators’ time and don’t set unreasonable due dates. But in addition do not forget that when creating content material round tendencies or for a marketing campaign, timeliness issues.
Again to fundamentals: Extra greatest practices for job descriptions
Crafting a social media content material creator job description could also be new to you. However that doesn’t imply you must skip together with greatest practices in your posting.
These tried-and-tested greatest practices could be extraordinarily useful with regards to attracting the most effective match on your model and staff.
Listed here are three bonus suggestions that transcend merely itemizing duties in your description:
Have life like expectations on your function
Simply because somebody can “do all of it,” doesn’t imply they need to—particularly in case your wage doesn’t match as much as the expectations.
Equally, provide the suitable compensation. For instance, you would possibly assume you must rent freelancers to keep away from hiring a brand new individual, however familiarize your self first with what a freelancer with the talents you want will really value.
Begin by evaluating the kind of content material and partnership you need out of this function. Then, prioritize the related content material creator job obligations, and whether or not the pay and title match as much as the function you’ve outlined.
You can even require a portfolio of labor. Referencing the previous work of a potential worker helps you perceive whether or not or not they’re the correct match for the place.
No matter in-house or freelance standing, it at all times pays to be upfront and clear about… nicely, pay.
As Jayde places it, “I believe it’s vital to obviously state how a lot the pay vary is for the individual on this function and the way they are going to be paid. Is it a salaried place? Are they to be paid month-to-month? If the content material creator can be employed as a contractor or freelancer, will they be paid per asset or hourly? Having these ‘musts’ within the job description will assist manufacturers discover the expertise that matches greatest for the function.”
Talk your values
Working with companions that align with their values is enormous for creators and types alike. In keeping with Sprout’s Creator Economic system report, 41% of manufacturers companion with creators to advertise their model values.
Partnering with a creator who shares your values means reaching an viewers who additionally shares them. And firm alignment with private values has turn out to be extra vital to shoppers than it was in 2021, in accordance with The Sprout Social Index™.
Share your values in your job description. Spotlight what’s vital to your model and your mission.
Your inside efforts replicate this as nicely. In case your model prioritizes DEI initiatives, make this clear in your job description. In Sprout job descriptions, we spotlight DEI initiatives and even embody clear progress studies on our efforts.
As seen in Sprout job descriptions:
Sprout Social is proud to be an Equal Alternative Employer and an Affirmative Motion Employer. We don’t discriminate primarily based on identification— race, colour, faith, nationwide origin or ancestry, intercourse (together with sexual identification), age, bodily or psychological incapacity, being pregnant, veteran or navy standing, unfavorable discharge from navy service, genetic info, sexual orientation, marital standing, order of safety standing, citizenship standing, arrest document or expunged or sealed convictions, or every other legally acknowledged protected foundation beneath federal, state, or native regulation. Study extra about our dedication to range, fairness and inclusion in our 2021 DEI Report.
Define the kind of marketing campaign and the form of content material you wish to assist it
Anybody can create a job description that merely lists what expertise somebody wants and what they’ll be doing.
Write a content material creator job description that highlights the worth they’ll carry and, higher but, how your new rent’s work will contribute to your model’s progress or mission.
For instance, this Warner Music U Rep content material creator place mentions what the function entails and highlights how the obligations will carry worth to the content material creator they rent.
Write a content material creator job description to seek out the most effective expertise on your staff
So what content material creator roles are interesting to you? In-house? Freelance? TikTok-specific?
The fitting creator for you’ll rely in your trade, staff and content material wants. Use this text as a leaping off level to start out crafting your content material creator job description, then construct on it.
We’ve made it even simpler so that you can get began with our social media supervisor job description template, which helps manage your asks and discover the most effective new expertise on your staff.
