Digital Communications Manager - Digital Listening, Insight & Search
HM Revenue and Customs Digital Communications Manager - Digital Listening, Insight & Search
Description
- Job grade: Higher Executive Officer
- Contract type: Permanent
- Business area: HMRC - Comms - Press, Digital and External Affairs
- Type of role: Communications / Marketing
- Working pattern: Flexible working, Full-time, Job share, Part-time
- Number of jobs available: 1
Location
Please note that due to workforce controls, Newcastle Upon Tyne is only available to existing HMRC staff in this location. HMRC staff based in Washington can apply to move to Newcastle.
About the job
Job summary
Discover a career in your hands at HMRC. Whether you're seeking purpose, growth, or a workplace that gives you a true sense of belonging, hear from some of our employees as they share their story about what it’s really like to work at HMRC.
Visit our YouTube channel to watch the full series and come and discover your potential.
You will be working at the leading edge of a profession that is actively reshaping itself. HMRC's digital communications team operates in the same spirit as the new Government Media Unit: focused on real-world impact over volume, working in an integrated, joined-up way, and delivering content that reaches audiences where they already are.
You will move beyond traditional broadcast communications to shape social-first content that feels relevant and trustworthy, engage proactively in community spaces such as Reddit, and work alongside a growing network of news and content creators reaching millions of people across the UK.
As one of the departments at the forefront of this transformation, HMRC offers genuine scope to shape how a major government department listens to, understands and responds to the public in an AI-influenced media environment, with the support, training and professional community of the wider Government Communications Service behind you.
HMRC is one of the UK's largest government departments, interacting with nearly every person and business in the country. Our digital communications team sits at the heart of that relationship, working alongside Press Office, Social Media and External Affairs colleagues to ensure citizens get the information they need, when and where they need it.
Government communications is undergoing a fundamental transformation. The Government Media Unit (GMU), established in April 2026 as part of the Government Communication Service, represents a step change in how government reaches and connects with citizens in a fragmented, fast-moving and increasingly AI-shaped media landscape. HMRC is embracing this new model in full: moving beyond reactive announcements to build genuine trust through competence, integrity and authentic storytelling, underpinned by evidence-based strategy, audience-led insight and rigorous performance measurement.
Job description
This role sits at the centre of that shift. You will be the person who makes sense of what people are actually saying about HMRC online, across social platforms, search behaviour, news coverage and emerging community spaces such as Reddit, and turns that into insight that shapes what we say, how we say it and when.
As search itself changes, with AI-generated answers, chat interfaces and zero-click results reshaping how people find information, you will help HMRC understand and adapt to how audiences discover and engage with our content in this new environment.
This is a genuinely exciting time to join us. If you are passionate about spotting patterns before anyone else does, thrive at pace, and want your analysis to genuinely shape decisions that matter to people's lives, we want to hear from you.
- You will use your news sense to spot and evaluate emerging online trends and conversations and help colleagues understand what they mean for HMRC and its customers.
- You will identify opportunities to promote and defend HMRC's work in the digital space, making sense of the multiple digital conversations and trends that affect our work, and advising colleagues on how and where best to respond.
- You will lead on the identification and rebuttal of mis- and disinformation on social media, working in collaboration with Press Office and External Affairs colleagues and drawing on the RESIST 3 Counter Disinformation Toolkit.
- You will deliver multiple strands of digital communication analysis, including website and social data analytics, to inform campaign planning, daily reporting products, evaluation and future content decisions.
- You will conduct real-time monitoring and reporting of social and media data, providing fast-paced insight to colleagues across Press Office, Social Media and External Affairs to protect and enhance HMRC's reputation.
- You will track how AI tools, chatbots and generative search are changing the way people find tax and customs information, helping HMRC stay ahead of shifts in search and discovery behaviour rather than simply reacting to them.
- You will build and maintain dashboards and reporting products that translate complex data into clear, actionable insight for non-specialist audiences, including senior stakeholders.
- You will contribute to the evaluation of campaigns and communications activity in line with the GCS Evaluation Cycle, helping teams move from output metrics towards genuine outcome and impact measurement.
- Anyone joining the Press, Digital and External Affairs team at Higher Executive Officer grade and above may be required to join the out of hours on call rota.
- You will occasionally be required to travel to other offices for team meetings etc.
- Please note that due to the nature of our work, the successful candidate may be required to obtain a higher security clearance level in the future.
Person specification
We are looking for someone with a naturally curious, analytical mind who can move fluently between spotting a story breaking online and explaining, in plain English, what it means and what HMRC should do about it. You will be comfortable working at pace under pressure, but equally rigorous when it comes to evidence, data quality and getting the detail right.
You will enjoy working across a wide network of colleagues, from press officers needing insight on an urgent line or issue, to campaign teams needing a six-month insight picture, to senior leaders needing the big-picture context. You will be someone who takes genuine pride in using data and insight to make communications better, not just to report on what has already happened.
Essential criteria:
Strong news sense, with experience gained in communications, journalism, PR or campaigns.
Ability to identify, articulate and present data trends clearly, in ways that influence decision-making at all levels, including with non-specialist audiences.
Solid grasp of key social media platforms and social media good practice, including community spaces such as Reddit and other forums.
Strong grasp of data analysis, with the ability to draw out insight that leads to tangible improvements in campaigns and communications.
Understanding of different digital communications platforms and how audiences use them differently.
Understanding of analytics platforms and tools (for example Brandwatch, Pulsar, Google Analytics or similar).
An interest in, and working understanding of, how generative AI and AI-powered search are changing audience information-seeking behaviour, and a willingness to build expertise in this area.
Experience using social listening or media monitoring tools to inform real-time reputation management.
Experience contributing to or leading the identification and rebuttal of mis- and disinformation.
Experience applying accessibility and inclusion principles to digital content and reporting.
Desirable criteria:
- Familiarity with the OASIS campaign planning framework and the GCS Evaluation Cycle.
- Understanding of behavioural science principles (such as COM-B) and how insight can be used to shape behaviour change communications.
- Awareness of data protection principles relevant to social listening and analytics (for example UK GDPR and the Data Protection Act 2018).
Further Location Information
Please ensure that you only apply for a location that you are willing and able to work from, as we will only make one offer of employment. Any additional notes included in a ‘Further Location Preferences (optional)’ field within the application form, will not be considered. Please be aware that you cannot change your location preference after submitting your application.
Office closures
For more information on where you might be working, review this information on our locations.
If your location preference is for one of the following sites, it’s important to note that these are not long-term sites for HMRC and we will require you to move to a new building in the future, subject to our location strategy and the applicable employee policies at that time.
These sites are:
- Benton Park View, Newcastle - moving to Pilgrims Quarter, Newcastle
- Lynx House, Portsmouth – moving to an alternative office in Portsmouth
You will be given more information about what this means at the job offer stage.
Leeds Locations
Moves Adjustment Payment will be available for this role, provided the successful applicant is a current HMRC colleague in Bradford and meets the eligibility requirements outlined in the HMRC’s Moves Adjustment Payment guidance.
Memberships
Behaviours
We'll assess you against these behaviours during the selection process:
- Seeing the Big Picture
- Managing a Quality Service
We only ask for evidence of these behaviours on your application form:
- Seeing the Big Picture
Technical skills
We'll assess you against these technical skills during the selection process:
- GCS technical skill – Insight -digital.
- GCS technical skill - Implementation - digital.
Benefits
HMRC operates both Flexible and Hybrid Working policies, allowing you to balance your work and personal commitments. We welcome applications from those who need to work a more flexible arrangement and will agree to requests where possible, considering our operational and customer service needs.
We offer a generous leave allowance, starting at 25 days and increasing by a day for every year of qualifying service up to a maximum of 30 days.
- Pension - We make contributions to our colleagues’ Alpha pension equal to at least 28.97% of their salary.
- Family friendly policies.
- Personal support.
- Coaching and development.
To find out more about HMRC benefits and find out what it’s really like to work for HMRC hear from our insiders or visit Thinking of joining the Civil Service
Things you need to know
Artificial intelligence
Selection process details
How to Apply
As part of the application process, you will be asked to provide the following:
- A name-blind CV including details of your Job History up to your last 5 roles (100 words per role), giving a brief summary of your skills and experience, what you delivered and any key achievements in each role.
- A 750 word personal statement. Your Personal Statement should be used to describe how your skills and experience would be suitable for the advertised role, making reference to the essential criteria and person specification outlined in the advert.
- A 250 word behaviour statement on Seeing the Big Picture.
Please complete a separate statement (Max 250 words) for the Desirable Criteria where applicable. This is not mandatory for the role but may be considered by the vacancy-holder where candidates have the same scores at interview.
Further details around what this will entail are listed on the application form.
IKM Test
Prior to applications being sifted, candidates will be asked to complete an additional IKM assessment. Candidates will be sent details of the assessment once the advert has closed. This assessment is timed and is pass or fail; only those who pass will be considered at the sift stage. If you have any queries about the assessment, or require any reasonable adjustments, please contact [email protected]
Sift
In the event of a large number of applications being received, an initial sift may be held on the CV.
At full sift the behaviour statement, CV and Personal Statement will be assessed, with the successful candidates being invited to interview.
We may also raise the score required at any stage of the process if we receive a high number of applications.
Interview
During the panel interview we will assess your experience, you will complete a short written test for which no preparation is necessary.
You will be asked behaviour based questions to assess Seeing the Big Picture and Managing a Quality Service.
There will also be questions on the two GCS technical skills: Insight – digital and Implementation - digital.
Details about the GCS technical skills can be found here Competency framework – technical specifications - Government Communications
Interviews will be held face to face in all or any of Belfast, Cardiff, Edinburgh, Leeds and Newcastle.
Sift and Interview dates to be confirmed.
Please note that circumstances may arise that require the planned interview format to change. We will endeavour to provide you with as much notice of any change as possible.
For HMRC staff - HMRC will usually meet the necessary travel costs for HMRC colleagues who need to attend an interview as part of application for a new post within HMRC. Please see the guidance and discuss any queries with your current line manager, as funding will come from their budgets.
For non-HMRC staff (OGD) travel expenses will not be paid by HMRC.
Eligibility
Please take extra care to tick the correct boxes in the eligibility sections of your application form. Mistakes sometimes happen but if you contact us later than two working days (Monday-Friday) before the vacancy closes, we may not be able to reopen your application for you. If you do make a mistake with your eligibility form or have withdrawn yourself in error and need your application reinstated whilst the campaign is still live, please contact us via: [email protected] – Use the subject line to insert appropriate wording for example – ‘Please re-open my application – [insert vacancy ref] & vacancy closing date [insert date]’.
To check that you are eligible to apply for this role, please review the eligibility information before submitting your application.
Exceptionally, candidates who are not successful at this grade may be considered for appointment to similar roles at a lower grade where the eligibility criteria are met. If this applies, we will contact you directly.
Sponsorship
We have assessed this role against both Home Office and HMRC criteria and we are unable to offer sponsorship for a Skilled Worker Visa. This means the vacancy is not open to applicants who require visa sponsorship.
The HMRC app can help you with your application
The HMRC app can provide you with your past 5 years' employment history, making the process of filling in your application quicker and easier.
If successful in your application, you will need your National Insurance number for the onboarding process.
Download the HMRC app now and save your National Insurance number to your digital phone wallet.
How to download the HMRC app and sign up for an account
Download the free HMRC app from the App Store or Google Play store.
If you have an HMRC online account already, sign straight in using your ID and password. If not, you can prove your identity by answering some questions or providing your photo ID.
You’ll then be able to access the app quickly and easily by signing in using a 6-digit PIN, your fingerprint, or facial recognition.
You can find guidance for technical issues on GOV.UK: Technical support with HMRC online services.
Reserve List
A reserve list may be held for up to 12 months from which further appointments may be made for the same or similar roles – if this applies to you, we’ll let you know via your Civil Service Jobs account.
Merit List
After interview, a single merit list will be created, and you will only be considered for posts in locations you have expressed a preference for. Appointments will be made in strict merit order in line with the set number of roles in each location.
Criminal Record Check
Applications received from candidates with a criminal record are considered fairly in accordance with the DBS Code of Practice and the Recruitment of ex-offenders Policy.
Hybrid working at HMRC
HMRC is an office-based organisation, and colleagues are expected to spend 60% of their working time in the office. Our offices provide opportunity for interaction, collaboration which aids learning and development and a sense of community. Where the role allows it, and where the home environment is suitable, colleagues can work from home for up to 2 days a week, averaged over a calendar month (or a proportionate amount of time for colleagues who work less than full time).
Reasonable Adjustments
We want to make sure no one is put at a disadvantage during our recruitment process. To assist you with this, we will reduce or remove any barriers where possible and provide additional support where appropriate.
If you need a change to be made so that you can make your application, you should:
- Contact the UBS Recruitment team via [email protected] 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.
Technical Support
If you are experiencing problems that cannot be resolved by our ‘help’ section, then technical support is available. You will receive a reply in 2 working days.
Important information for existing HMRC contractual homeworkers:
This role may be suitable for existing HMRC employees who are contractual homeworkers. Occasional attendance to the office will be required where there is a business need. Please consider the advertised office locations for this role when applying and only select locations from the ‘location preferences’ section that you can travel to.
Terms and Conditions
Customer facing roles in HMRC require the ability to converse at ease with members of the public and provide advice in accurate spoken English and/or Welsh where required. Where this is an essential requirement, this will be tested as part of the selection process.
HMRC has a presence in every region of the UK. For more information on where you might be working, review this information on our locations.
The Civil Service values honesty and integrity and expects all candidates to abide by these principles. The evidence you provide in your application must relate to your own experiences.
Any instances of plagiarism or other forms of cheating will be investigated and, if proven, the relevant application(s) will be withdrawn from the process.
Recording of interviews is prohibited unless explicit agreement is sought in line with the UK General Data Protection Regulations.
Questions relating to an individual application must be emailed as detailed later in this advert.
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.
New entrants will join on the minimum of the pay band.
Please note that, if you are applying for roles on a part-time basis, the salary agreed will be pro-rata, reflective of the working hours agreed within your contract.
If you experience accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.
For more Information for people applying for, or thinking of applying for, roles at HM Revenue and Customs, please see link: Working for HMRC: information for applicants - GOV.UK.
Feedback will only be provided if you attend an interview or assessment.
Security
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
Working for the Civil Service
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).
Diversity and Inclusion
Apply and further information
Contact point for applicants
Further information
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