Content Designer (Not Social Media)

📍 Job Overview

Job Title: Content Designer (Not Social Media)

Company: Leicestershire County Council

Location: County Hall, Glenfield, Leicester, LE3 8RA, United Kingdom

Job Type: Fixed Term (2 years)

Category: Digital Content Operations / GTM Operations Support

Date Posted: February 9, 2026

Experience Level: Mid-Level (Estimated 2-5 years)

Remote Status: Hybrid

🚀 Role Summary

• Drive the creation, accuracy, and optimization of digital content across websites and intranets, ensuring alignment with service objectives and user needs.

• Leverage customer evidence, data analytics (Google Analytics 4), and SEO best practices to design and improve user journeys and online forms.

• Collaborate cross-functionally with service managers, subject matter experts, and stakeholders to deliver high-quality, accessible content within project timelines.

• Maintain and update content using Content Management Systems (CMS) such as Drupal and SharePoint, adhering to quality standards, design principles, and legal requirements.

• Support digital projects and initiatives by providing content expertise, influencing channel shift to online services, and building strong professional relationships.

📝 Enhancement Note: This role, while titled "Content Designer," has significant overlap with operations functions, particularly in managing digital assets, optimizing user journeys for service delivery, and ensuring information architecture supports operational efficiency. The emphasis on "not social media" clarifies the focus on core web content and intranet management, which are critical components of an organization's digital operations and GTM strategy for citizen engagement. The fixed-term nature suggests a project-based need or a pilot for enhanced digital services.

📈 Primary Responsibilities

• Content Creation & Maintenance: Develop, edit, and maintain accurate, up-to-date, and high-quality web and intranet content, ensuring it aligns with organizational objectives and user needs.

• User Journey Optimization: Utilize customer evidence, data analytics (e.g., Google Analytics 4), and user research to scope, design, and review online user journeys, ensuring they are effective and intuitive for customers to find and complete tasks.

• Content Strategy & Guidance: Advise, guide, and challenge service managers, staff, and other stakeholders on best practices for web and intranet content design, accessibility, and SEO.

• CMS Management: Work proficiently with Content Management Systems (CMS), specifically Drupal and SharePoint, to publish, update, and manage digital content according to established standards.

• Project Support: Provide essential content support for online projects and work packages, ensuring deliverables meet required standards and are delivered within agreed timescales.

• Continuous Improvement: Stay informed about new developments and best practices in online content, web publishing, and CMS technologies, incorporating these into delivery and promoting their adoption.

• Channel Shift Facilitation: Collaborate with stakeholders, business intelligence teams, and customer service centers to understand user needs and facilitate a shift towards online service delivery.

• Accessibility Compliance: Ensure all created and updated content adheres to accessibility requirements (e.g., WCAG standards) and relevant legislative/governance policies.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on data-driven decision-making and process improvement, characteristic of operations roles. The need to "advise, guide and challenge" stakeholders indicates a proactive, strategic contribution beyond simple content creation, akin to operational consulting. The mention of "channel shift to online" directly ties into broader organizational operational efficiency goals.

🎓 Skills & Qualifications

Education:

Experience:

• Proven experience in designing, writing, editing, and publishing web and intranet content and online forms.

• Experience working with Content Management Systems (CMS), ideally Drupal and SharePoint.

• Experience in applying user-centered design principles and conducting user journey analysis.

• Experience in using Google Analytics 4 and Search Engine Optimization (SEO) techniques to improve content effectiveness.

Required Skills:

• Web Content Design & Development: Ability to create, edit, and publish web and intranet content following quality standards, design principles, and accessibility requirements.

• Content Management Systems (CMS): Proficiency in using CMS platforms, specifically Drupal and SharePoint, for content management.

• User-Centered Design (UCD): Strong understanding and application of UCD principles to design effective user journeys and online experiences.

• Data Analysis & SEO: Competence in using Google Analytics 4 and SEO skills for content optimization and performance measurement.

• Problem-Solving: Ability to investigate online content issues, devise solutions, and provide clear recommendations.

• Communication Skills: Effective verbal and written communication for stakeholder engagement, guidance, and reporting.

• Continuous Improvement: A proactive approach to identifying and implementing improvements in digital content and processes.

• Stakeholder Management: Ability to work with and influence a wide range of stakeholders, including service managers and non-specialist staff.

Preferred Skills:

• Accessibility Standards: In-depth knowledge of current accessibility legislation and best practices (e.g., WCAG).

• Digital Project Support: Experience in supporting digital projects, including understanding project lifecycles and deliverables.

• Information Architecture: Understanding of how to structure and organize content for optimal discoverability and user experience.

• Legislative & Governance Knowledge: Awareness of current legislative requirements, governance, and policies related to online content management.

• Agile Methodologies: Experience working within agile frameworks for project delivery.

📝 Enhancement Note: The requirements emphasize practical application of digital content skills within an operational framework. The emphasis on "proven experience" and "ability to evidence" suggests a need for candidates to demonstrate tangible results and a deep understanding of the practicalities of managing digital content operations, not just theoretical knowledge. The inclusion of "equivalent or proven experience" allows for candidates without a degree to be considered if they possess the necessary practical skills and knowledge.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Content Samples: A curated selection of web and intranet content, online forms, or user journey examples that demonstrate your design, writing, and editing skills.

• Case Studies: Detailed examples of projects where you used customer evidence, data (e.g., analytics), or user research to improve content or user journeys, highlighting the process and outcomes.

• CMS Experience Showcase: Visual or descriptive examples of how you've utilized Drupal or SharePoint (or similar CMS) to manage and optimize content.

• SEO & Analytics Integration: Demonstrations of how SEO principles and Google Analytics 4 data were incorporated into content creation or optimization strategies, showing measurable impact.

Process Documentation:

• Workflow Design: Examples of how you have mapped out or improved content creation, review, and publishing workflows, ensuring efficiency and quality control.

• User Journey Mapping: Visualizations or descriptions of user journey mapping exercises you've conducted, detailing the steps taken to understand and improve the customer experience.

• Performance Measurement: Evidence of how you have tracked and reported on content performance using analytics tools, demonstrating your ability to measure impact and drive continuous improvement.

📝 Enhancement Note: For a role focused on digital content operations, a portfolio is crucial. It should not only showcase the final output but also the underlying processes, analytical thinking, and problem-solving skills. Emphasizing the "how" and "why" behind content decisions, supported by data and user insights, will be key for demonstrating operational competence.

💵 Compensation & Benefits

Salary Range: £32,070 - £34,359 per annum (pro-rata for part-time)

Working Hours: 33 hours per week (0.89 FTE)

Contract Type: Fixed term for 2 years

Benefits:

• Pension Scheme: Access to the Local Government Pension Scheme, a defined benefit pension scheme offering long-term financial security.

• Annual Leave: Generous annual leave entitlement, with potential for increases based on service length.

• Flexible Working: Open to discussions about flexible working options including part-time, job sharing, flexible start/finish times, and hybrid working.

• Professional Development: Opportunities for training, development, and continuous learning in digital content, CMS, and related technologies.

• Employee Assistance Programme: Access to confidential support services for personal and professional well-being.

• Disability Confident Employer: Commitment to supporting employees with disabilities, offering reasonable adjustments where necessary.

• Values-Driven Environment: Working within an organization committed to its values and making a positive difference.

📝 Enhancement Note: The salary range is specific and provided for a pro-rata FTE. The emphasis on flexible working and the Local Government Pension Scheme are significant benefits for operations professionals seeking stability and work-life balance. The fixed-term nature should be clearly communicated as a key aspect of the employment.

🎯 Team & Company Context

🏢 Company Culture

Industry: Local Government / Public Sector

Company Size: Large (Leicestershire County Council is a significant local authority)

Founded: Established as a local government entity with a long history of public service.

Team Structure:

• Digital Services Team: You will be part of an established Digital Services Team, indicating a structured department with defined roles and responsibilities.

• Reporting Structure: Likely reporting to a Digital Team Leader (Asha Mistry is named as a contact), with potential for collaboration across various service departments within the council.

• Cross-Functional Collaboration: Close collaboration with department stakeholders, business intelligence, Customer Service Centre, and the Information and Technology (IT) function is expected.

Methodology:

• Data-Driven Content: Emphasis on using evidence and data (customer evidence, Google Analytics 4) to inform content decisions and improve user journeys.

• User-Centered Approach: Commitment to understanding and meeting customer needs through effective online content and service design.

• Continuous Improvement: A culture that encourages staying abreast of best practices and promoting innovation in digital services.

• Collaborative Development: Working in an innovative and collaborative way with various internal teams and stakeholders.

Company Website: https://www.leicestershire.gov.uk/

📝 Enhancement Note: Leicestershire County Council operates within the public sector, which typically emphasizes service delivery, accountability, and community impact. The Digital Services Team likely plays a crucial role in modernizing public services and improving citizen engagement through digital channels. The culture will likely value efficiency, reliability, and a commitment to public service values.

📈 Career & Growth Analysis

Operations Career Level: Mid-Level Content Operations Specialist. This role is focused on the execution and optimization of digital content processes, acting as a subject matter expert in content design, CMS management, and user journey improvement. It bridges the gap between raw information and accessible digital services.

Reporting Structure: You will likely report to the Digital Team Leader and work closely with various service managers and subject matter experts across the council. This structure allows for direct contribution to service delivery while being guided by a team lead experienced in digital operations.

Operations Impact: The primary impact of this role is on improving citizen experience, driving channel shift towards more efficient online service delivery, and ensuring the council's digital presence is accurate, accessible, and user-friendly. This directly contributes to operational efficiency, cost savings, and enhanced public trust.

Growth Opportunities:

• Specialization: Deepen expertise in specific areas such as advanced SEO, accessibility compliance, information architecture, or specific CMS functionalities.

• Project Leadership: Take on more responsibility for managing content aspects of larger digital projects or transformation initiatives.

• Cross-Departmental Expertise: Gain broad knowledge of various council services, enhancing your ability to strategize content for diverse user needs.

• Mentorship: Potentially mentor junior content creators or support staff as your experience grows.

• Permanent Role Potential: While fixed-term, successful performance could lead to opportunities for permanent roles within the Digital Services Team or related digital/operations functions within the council.

📝 Enhancement Note: While this is a fixed-term role, it offers a solid foundation in public sector digital operations. The growth opportunities are tied to developing specialized skills and demonstrating impact within the council's digital transformation efforts. The experience gained in managing content for a large public body is highly transferable.

🌐 Work Environment

Office Type: Hybrid working arrangement, with a significant portion of work to be performed from County Hall, Glenfield, Leicester. This suggests a blend of office-based collaboration and remote work.

Office Location(s): County Hall, Glenfield, Leicester, LE3 8RA. This is the primary work location.

Workspace Context:

• Collaborative Hub: The office environment likely facilitates collaboration with the Digital Services Team, IT functions, and various service managers for workshops, content reviews, and team meetings.

• Digital Tools & Technology: Access to necessary digital tools, CMS platforms (Drupal, SharePoint), analytics software (Google Analytics 4), and project management systems.

• Team Interaction: Opportunities for in-person interaction with colleagues, fostering team cohesion and knowledge sharing, balanced with remote flexibility.

Work Schedule: 33 hours per week (0.89 FTE). Discussions about flexible working are encouraged, including flexible start/finish times, which can aid in managing personal commitments alongside operational demands and peak user interaction times.

📝 Enhancement Note: The hybrid model reflects modern work practices, offering flexibility while maintaining the benefits of in-person collaboration essential for complex content strategy and stakeholder alignment. The specific location in Glenfield provides context for commuting or relocation considerations.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Application Review: Focus on the supporting statement, which must explicitly address how you meet the criteria outlined in the 'About You' section. Generic applications will be rejected.

• Screening/Shortlisting: Applications demonstrating strong alignment with required skills and experience will be shortlisted.

• Interview Stage(s): Likely includes an interview with the hiring manager (Asha Mistry) and potentially other members of the Digital Services Team or relevant stakeholders. Expect questions to assess your practical skills, problem-solving abilities, and understanding of user-centered design and digital content operations.

• Practical Assessment/Task: A common element in content roles is a practical task, such as editing a piece of content, reviewing a user journey, or proposing content improvements based on provided data. This directly assesses your core competencies.

• Values Alignment: Assessment of your understanding and commitment to the council's values and equal opportunities.

Portfolio Review Tips:

• Structure for Impact: Organize your portfolio logically. Group content by project type, skill demonstrated (e.g., UCD, SEO, CMS use), or by the 'About You' criteria mentioned in the job description.

• Highlight Process & Rationale: For each piece, don't just show the output. Explain the problem you were solving, your process, the tools you used (CMS, analytics), the user insights you incorporated, and the measurable results or improvements achieved.

• Quantify Achievements: Whenever possible, use metrics to demonstrate impact. For example, "Improved form completion rate by X% through redesign," or "Increased page views by Y% by optimizing content for SEO."

• Tailor to the Role: Emphasize examples that directly align with the responsibilities and requirements of this Content Designer role, such as website content, intranet content, online forms, and user journey improvements.

• Accessibility & Standards: If possible, showcase examples where you've adhered to accessibility standards or other quality/governance requirements.

Challenge Preparation:

• Content Audit/Critique: Be prepared to analyze a piece of existing web content or a user journey from a public sector website and suggest improvements based on best practices, user needs, and operational efficiency.

• Content Creation Task: You might be asked to draft or edit content for a specific scenario, demonstrating your writing style, tone, and ability to convey complex information clearly.

• CMS Scenario: Questions or tasks related to how you would manage content within Drupal or SharePoint, such as updating a page, creating a new section, or resolving a common content issue.

• Data Interpretation: Be ready to interpret basic analytics data (e.g., bounce rate, page views, user flow) to inform content strategy or identify areas for improvement.

📝 Enhancement Note: The emphasis on a "supporting statement" that directly addresses criteria is critical. Candidates must meticulously map their experience to each requirement. The portfolio review will likely focus on demonstrating practical application and operational thinking, not just creative flair.

🛠 Tools & Technology Stack

Primary Tools:

• Content Management Systems (CMS):

  • Drupal: Expected proficiency in using Drupal for content creation, editing, publishing, and potentially basic site structure management.
  • SharePoint: Experience with SharePoint for intranet content management, document sharing, and collaboration.

• Web Content Editing Tools: Familiarity with rich text editors within CMS platforms.

Analytics & Reporting:

• Google Analytics 4 (GA4): Essential for understanding website performance, user behavior, and identifying content optimization opportunities.

• Search Engine Optimization (SEO) Tools: General understanding and application of SEO principles, potentially using tools like Google Search Console or similar SEO platforms.

Collaboration & Project Management:

• Microsoft Office Suite: Proficiency in Word (for drafting), Excel (for data/tracking), and potentially PowerPoint (for presentations).

• Email & Communication Platforms: Standard professional communication tools.

• Potential Project Management Tools: May include Trello, Asana, Jira, or internal council systems for tracking project tasks and progress.

Other Relevant Technologies:

• Web Accessibility Tools: Familiarity with tools or methods for checking and ensuring web content accessibility (e.g., WAVE, AXE).

• Design Principles: Understanding of basic web design principles and user interface (UI) best practices.

📝 Enhancement Note: The core technology stack revolves around CMS platforms and web analytics. Proficiency in Drupal and SharePoint, coupled with GA4 and SEO knowledge, is paramount. The role requires not just using these tools but understanding how to leverage them to achieve operational efficiency and improve user experience.

👥 Team Culture & Values

Operations Values:

• Accuracy & Quality: A strong commitment to ensuring all digital content is factually correct, well-written, and meets high-quality standards.

• User Focus: Prioritizing the needs of citizens and stakeholders in all content design and delivery decisions.

• Efficiency & Optimization: Striving for continuous improvement in content processes, user journeys, and digital service delivery to maximize operational effectiveness.

• Collaboration & Support: Working effectively with colleagues across different departments, sharing knowledge, and providing support to stakeholders.

• Integrity & Transparency: Upholding public service values by providing clear, accessible, and reliable information.

Collaboration Style:

• Cross-Functional Integration: Actively engaging with service delivery teams, IT, and customer service to ensure content aligns with broader organizational goals and operational realities.

• Consultative Approach: Acting as an expert resource, providing guidance and challenging assumptions constructively to achieve the best digital outcomes.

• Knowledge Sharing: Participating in team discussions, sharing best practices, and contributing to the collective knowledge base of the Digital Services Team.

• Feedback Loop: Open to receiving and providing constructive feedback to drive continuous improvement in content and processes.

📝 Enhancement Note: The culture at Leicestershire County Council, particularly within its Digital Services Team, is likely to be service-oriented, data-informed, and collaborative. The emphasis on values like accuracy, user focus, and efficiency aligns well with operational best practices.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Stakeholder Needs: Managing diverse requirements and expectations from various service departments, each with unique content needs and priorities.

• Content Governance & Consistency: Ensuring all content across a large organization adheres to consistent standards, tone of voice, and quality, especially within a hybrid environment.

• Keeping Pace with Digital Trends: Continuously learning and adapting to evolving web technologies, CMS updates, SEO algorithms, and user behavior expectations.

• Driving Channel Shift: Influencing users and internal stakeholders to adopt digital channels for service delivery, which can involve overcoming resistance to change.

• Fixed-Term Contract: Navigating the inherent uncertainty of a fixed-term role while striving to make a significant impact.

Learning & Development Opportunities:

• CMS Mastery: Deepening expertise in Drupal and SharePoint, potentially exploring advanced features or customization.

• Data Analytics & UX: Enhancing skills in Google Analytics 4, user research methodologies, and UX design principles.

• Accessibility Compliance: Becoming a subject matter expert in web accessibility standards and implementation.

• Public Sector Digital Landscape: Gaining in-depth knowledge of digital service delivery within the UK local government context.

• Project Management Fundamentals: Understanding the lifecycle of digital projects and your role within them.

📝 Enhancement Note: The challenges are typical for content operations roles in large organizations, requiring strong interpersonal skills and adaptability. The growth opportunities are significant, allowing for specialization and contribution to critical digital transformation efforts within the public sector.

💡 Interview Preparation

Strategy Questions:

• Content Strategy: "How would you approach developing content for a new online service aimed at [specific demographic, e.g., young families] to ensure it's accessible and drives engagement?" (Focus on user research, content types, tone, and measurement).

• Process Improvement: "Describe a time you used data (e.g., website analytics) to identify an issue with online content or a user journey and what steps you took to improve it." (Highlight your analytical process, problem-solving, and impact).

• Stakeholder Management: "Imagine a service manager insists on using highly technical jargon in their website content. How would you advise them to create content that is both accurate and understandable for a general audience?" (Focus on communication, persuasion, and user-centered design principles).

Company & Culture Questions:

• Understanding Public Service: "What do you believe are the unique challenges and opportunities of creating digital content for a local government authority like Leicestershire County Council?" (Show awareness of public sector goals, citizen needs, and accessibility).

• Values Alignment: "Our values include [mention 1-2 key values, e.g., 'Making a difference' and 'Working together']. Can you provide an example of when you've demonstrated these values in your previous roles?" (Prepare specific examples from your experience).

• Hybrid Working: "How do you ensure effective collaboration and productivity when working in a hybrid environment?" (Discuss communication tools, time management, and proactive engagement).

Portfolio Presentation Strategy:

• Start with the 'Why': Begin each case study by clearly stating the objective or problem.

• Detail Your Process: Explain your methodology step-by-step, emphasizing user research, data analysis, collaboration, and the tools you used.

• Showcase Solutions: Present the content you created or the changes you implemented, linking them directly to the problem.

• Quantify Results: Use metrics and data to demonstrate the impact of your work. If exact numbers aren't available, describe the qualitative improvements observed.

• Be Concise and Engaging: Practice your presentation to ensure it's clear, engaging, and within any time limits. Focus on the most impactful aspects of your work.

📝 Enhancement Note: Candidates should prepare to discuss their experience with the specific tools mentioned (Drupal, SharePoint, GA4, SEO) and demonstrate how they apply operational thinking to content design. The interview will likely assess not just technical skills but also problem-solving, communication, and cultural fit within a public sector environment.

📌 Application Steps

To apply for this Content Designer position:

• Submit Your Application: Click the apply button and complete the online application form.

• Craft a Compelling Supporting Statement: This is crucial. Dedicate time to writing a detailed statement that directly addresses each criterion listed in the 'About You' section of the job description. Use specific examples from your experience to evidence how you meet these requirements. Do not skip this step or provide a generic response, as your application will be rejected.

• Curate Your Portfolio: Select your strongest work samples that best represent your skills in web content design, CMS usage, user journey improvement, and data-driven optimization. Prepare to explain your process and results clearly.

• Research Leicestershire County Council: Understand their mission, values, and the types of services they provide. Familiarize yourself with their current website to grasp their digital presence and potential areas for content improvement.

• Prepare for Interview Questions: Anticipate questions related to content strategy, user experience, CMS management, data analysis, problem-solving, and stakeholder engagement. Practice articulating your experience using the STAR method (Situation, Task, Action, Result).

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions. The emphasis on the supporting statement cannot be overstated for this role.