Social Media Manager

Duke Careers•Durham, NC

21d•$63,948 - $109,786

About The Position

The Office of Communication Services in Duke Human Resources seeks a creative, strategic and audience-focused Social Media Manager to lead the strategy, growth and day-to-day management of Duke’s employee and employer brand social media channels. The successful candidate will shape and grow the Working@Duke portfolio across Instagram, Facebook, YouTube and X, while leading content for the Duke Careers LinkedIn page to engage and attract prospective talent. Working alongside writers and a multimedia producer and reporting to the executive director, this position brings the stories about 48,000 employees to life across social media through exceptional writing, original content creation and audience-focused storytelling. The Social Media Manager develops and executes platform-specific strategies that expand the reach of Working@Duke written and visual content while creating original social-first content that informs, inspires and strengthens community. The successful candidate has outstanding editorial judgment and understands how to capture attention and drive engagement. They know how to craft compelling hooks, captions and calls to action, quickly identify the strongest angle and tailor content to the unique strengths of each platform. They combine creativity with strategic thinking to grow audiences, strengthen Duke's employer brand and maximize the impact of every piece of content. This individual also continually evaluates audience behavior, content performance and emerging trends, using data and experimentation to strengthen social media presence while keeping channels fresh, relevant and engaging. The Social Media Manager plays an important role in strengthening Duke’s workplace culture by connecting employees through authentic storytelling while supporting recruitment efforts that position Duke as one of the nation’s leading employers.

Requirements

Minimum of four years of professional experience managing social media for a large, complex organization, higher education institution, healthcare system or similarly sophisticated environment.
Demonstrated success developing and executing social media strategies that grow audiences, increase engagement and support organizational objectives.
Exceptional portfolio demonstrating strong writing and platform-specific storytelling across multiple social media channels.
Experience creating original and engaging social media content, including branded graphics, photography, carousels, short-form video and Reels using Canva, Adobe Creative Cloud and other creative tools.
Experience using analytics, audience insights and social listening to evaluate performance, optimize content and inform strategy.
Proven ability to manage multiple priorities while collaborating effectively with editorial, communications, marketing or creative teams.
Work requires communications, analytical and organizational skills generally acquired through completion of a bachelor’s degree program.

Responsibilities

Lead Social Media Strategy and Channel Growth: Build and execute a comprehensive social media strategy for the Working@Duke portfolio and Duke Human Resources recruitment efforts that strengthens employee engagement, grows audiences, advances Duke’s employer brand and supports organizational priorities. Continuously identify opportunities to increase engagement, expand reach and improve channel performance.
Write Exceptional Social Media Content: Serve as the department’s primary social media writer, creating compelling, platform-specific content that captures attention and inspires action. Write engaging hooks, captions, headlines, descriptions and calls to action tailored for Instagram, Facebook, LinkedIn, X and YouTube.
Package and Amplify Editorial Content: Partner with writers and the multimedia producer to extend the reach and impact of Working@Duke content. Identify the strongest story angles, visuals and messaging for each social media platform while maintaining editorial integrity, visual identity and brand consistency.
Create Original Social-First Content: Generate ideas for and develop original content designed specifically for social media, bringing curiosity, creativity and strong storytelling instincts to every project. Create branded graphics, photography, carousels, Reels and interactive features while independently producing polished visual assets that strengthen workplace culture, support recruitment efforts, elevate storytelling and deepen audience engagement.
Build Community: Cultivate meaningful engagement with employees, prospective employees and other audiences by creating opportunities for conversation, using authentic and inclusive storytelling to celebrate Duke’s people, and responding thoughtfully across social media platforms.
Measure Performance and Optimize Results: Use analytics, audience insights, social listening and AI-enabled tools to evaluate performance, identify trends and make data-informed recommendations. Continuously refine strategy and content based on measurable outcomes.
Drive Innovation: Stay current on emerging platforms, digital storytelling techniques and evolving best practices. Recommend and test new ideas that strengthen social media channel presence while maintaining editorial excellence and brand consistency.
Manage Multiple Priorities: Successfully manage multiple projects, campaigns and deadlines while demonstrating exceptional organization, project management, collaboration and attention to detail.