First, ‘social media manager’ emerged as the new marketing job title. Then, ‘influencer’. Now, the ‘content creator’ era is here.
Content creators are a not-so-secret superpower for extending your brand’s or campaign’s reach. In a recent creator report, Sprout Social’s listening tool found that the conversation on Twitter around content creators increased 35% year over year since 2017. That’s a lot of chatter around a quickly-growing title.
And businesses are catching on. Our research found that 74% of marketers planned to spend at least a quarter of their social budget on creator partnerships in coming months.
It’s time to include creators in your social media marketing strategy. If you’re thinking about bringing one or more onboard, writing a stellar content creator job description will help you attract the right candidate. And this article is your starting point.
What type of content creator role are you hiring for?
A content creator does exactly what it says on the box—they create content. But that’s a broad category full of possibilities.
“The role of ‘content creator’ can differ for brands depending on their needs and how they see content playing its own role in their overall marketing,” says freelance content creator and marketer Jayde Powell. “A content creator is literally someone that creates content, and because there are many types of content and ways to create them, I think that needs to be clearly outlined.”
because people use ‘content creator’ and ‘influencer’ interchangeably, brands oftentimes feel the creators they hire need to have an online presence and/or a lot of followers.
that’s not the case.
a creator’s job is to create content. dasss it.
— jayde i. powell (@jaydeipowell) October 28, 2022
Before you write your content creator job description, ask yourself these three questions:
1. What goals do you want to achieve by hiring a creator?
Broad goals, like generating more engagement and reaching new audiences, matter.
But get specific, too: What kind of content do you want a creator to focus on? For example, Instagram Story posts, TikTok link in bio inclusion and brand shout-outs on YouTube are a few of the top content formats marketers plan on partnering with creators to make, according to our Creator Economy report.
As Jayde put it, “A brand may want to hire a content creator that specifically makes short-form videos for their social media channels. Another brand may want its content creator to write copy or design graphics for their print campaigns. Specifying what kind of content you want will help determine if someone’s even qualified for the role. ”
Narrowing this down will help prospective talent decide whether they’re a good fit for the role, which will help you hire a creator proficient in the type of content that will best achieve your goals (more on this below).
2. Do you want a freelance creator, or an in-house one?
In-house and freelancer content creators aren’t mutually exclusive. But they do have unique selling points.
Freelance creators can extend your reach into new communities through a trusted voice. Their content will most likely live on their channels, not yours.
This is particularly valuable for new product launches or campaigns you want to create buzz around—one of the benefits of “unboxing” or “reveal” content, which 42% of marketers partner with creators to make.
Be ready to work with them on a contract, and be realistic about pricing. If you want great content, pay accordingly.
In-house content creators provide more support for your daily posts and channels. With bandwidth as a number one challenge for social teams, it makes sense that 25% of marketers hire creators to reduce the burden of content creation.
3. What type of specialty are you looking for?
At the time of writing this article, there were over 2,000 LinkedIn results in the US for “content creator” job postings.
But not all of these content creator job responsibilities are the same.
Here are a few roles to consider:
TikTok content creator
With the rise of this platform and short-form video, TikTok content creators or specialists are becoming more and more common.
When to consider: You want to grow your presence and audience on TikTok and diversify your short-form video content on the platform.
Industry-specific content creator
Part of the draw of working with content creators is their ability to cultivate a community around themselves or a subject they are passionate about.
This extra level of being “in-the-know” gives your content an authenticity boost while connecting with a new audience that shares the same passion about your industry.
This posting is outdoor lifestyle specific…
…while this one seeks creators passionate about music.
When to consider: You want to reach fans in a specific industry, or you need someone who is deeply knowledgeable about your industry, product or service.
Social media content creator
Chances are, if you’re seeking a content creator, they’re creating content for social media.
But this title is worth considering—especially if you’re not hiring a creator with a platform-specific focus.
When to consider: You’re looking for a super social-savvy creator to enhance your social campaigns, reach new audiences and build connections with your community.
Skill-specific content creator
From short-form videos to memes, creating different types of assets involves different skills.
Creators might specialize in:
- Short-form video
- Long-form video
- Graphic design
- Content writing
The below position is seeking content creators who are specifically proficient in writing and optimizing content.
When to consider: You’re looking for a content creator with a laser focus in your preferred content format.
Senior-level content creators
A higher-level content creator might lead ideation with other creators, manage content projects and have more proven experience.
This posting mentions that the senior content creator will “ideate content approaches with other creators, strategists, designers and stakeholders.”
When to consider: You’re building an in-house team of multiple creators and want one person at the helm.
Typical content creator job responsibilities
A creator’s responsibilities will depend on what your company and team need and want to achieve with this role.
And be warned: One of the biggest pitfalls businesses fall into is creating descriptions that are either too vague or overloading the responsibilities.
As Jayde puts it, “Oftentimes, I see a lot of asks in job descriptions that go beyond creating content, like asking creators to make content and publish it on their channels. I’ve seen others where the brand will ask them to respond to comments. While a content creator may have the skillset of a social media manager, designer, writer, videographer and/or photographer, that does not mean they should be doing all of the above.”
With that in mind, let’s get into some of the most common skills listed in content creator job descriptions.
- Ideate, capture and post visual content: This can include photos, memes, videos and graphics. But there’s typically a heavy video focus in creator roles. After all, 66% of consumers think short-form video is the most engaging type of content according to The Sprout Social Index™.
- Deep understanding of social platforms: Especially important for platform-specific content creators. But for anyone crafting social content, knowing each platform aids in creating more impactful content and even achieving wider distribution.
- Staying on top of trends: Jumping on trends helps creators grow their own reach and presence, and does the same for your brand.
- Creative storytelling: At the end of the day, content needs to tell a story. And content creators are storytellers by nature.
- Cross-team collaboration: This might include working with several teams on story development or to receive feedback.
- Familiarity with key KPIs: When working with in-house or freelance creators, leaning on performance reporting is a must when proving ROI.
Creators may also be asked to serve as “the face” of a business. While this isn’t always required, if this is what you want, be upfront about it.
Speaking from experience, Jayde put it best: “I like to know how often my image, voice or likeness will be used in the content. Specifically for video content, if I’m expected to be the “face” of the brand on a particular channel or if my voice will be used regularly—that will impact my rate and how I want my contract to be defined.”
Typical job skills and experience to add to your content creator job description
Keep in mind: The skills your creator will need all depend on your goals, preferred content and the capacity at which you want to hire them.
Here are some common skills and expertise you’ll find in content creator roles.
- Filming and editing: A must if your ideal content creator is creating photos and videos.
- Keyword research: Relevant for creators you want to hire to write landing pages, blog posts and written web content.
- Proficiency with specific tools: If you use specific software, like Sprout Social for publishing and scheduling, reporting and collaboration, include this in the job description. Making this a nice-to-have rather than a requirement opens you up to candidates you can train to use your software. Intuitive platforms with accessible support, like Sprout, make it easy to learn quickly.
- Ability to work independently: “Working with little supervision” comes up often in the spirit of giving your creators creative freedom—both in-house and as freelancers–and also reducing overall burden on the business.
- Experience building a community: While some job postings have a personal follower count requirement, building community isn’t always about numbers. Creators with experience building a smaller, yet highly-engaged community can sometimes be more valuable than a large following with little engagement.
- Knowledge of and passion for the brand or industry: A nice-to-have for some, a must-have for others. Take this Blizzard job posting for a World of Warcraft creator. To get content that will truly resonate with this niche audience, their ideal creator candidate will have deep knowledge of this game, in-jokes about its world and more.
- Communication skills: Communication skills are vital for creators who need to communicate your brand’s mission and story. But they also need to communicate clearly with your team and stakeholders to secure buy-in.
- Experience with and deep knowledge of social media: Social media content creators must understand how social platforms they’re creating content for work in order to market your brand successfully.
- Ability to work with short deadlines: Be respectful of your creators’ time and don’t set unreasonable due dates. But also remember that when creating content around trends or for a campaign, timeliness matters.
Back to basics: Additional best practices for job descriptions
Crafting a social media content creator job description may be new to you. But that doesn’t mean you should skip including best practices in your posting.
These tried-and-tested best practices can be extremely helpful when it comes to attracting the best fit for your brand and team.
Here are three bonus tips that go beyond simply listing tasks in your description:
Have realistic expectations for your role
Just because someone can “do it all,” doesn’t mean they should—especially if your salary doesn’t match up to the expectations.
Similarly, offer the appropriate compensation. For example, you might think you should hire freelancers to avoid hiring a new person, but familiarize yourself first with what a freelancer with the skills you need will actually cost.
Start by evaluating the type of content and partnership you want out of this role. Then, prioritize the relevant content creator job responsibilities, and whether the pay and title match up to the role you’ve outlined.
You can also require a portfolio of work. Referencing the past work of a prospective employee helps you understand whether or not they’re the right fit for the position.
Regardless of in-house or freelance status, it always pays to be upfront and transparent about… well, pay.
As Jayde puts it, “I think it’s important to clearly state how much the pay range is for the person in this role and how they will be paid. Is it a salaried position? Are they to be paid monthly? If the content creator will be hired as a contractor or freelancer, will they be paid per asset or hourly? Having these ‘musts’ in the job description will help brands find the talent that fits best for the role.”
Communicate your values
Working with partners that align with their values is huge for creators and brands alike. According to Sprout’s Creator Economy report, 41% of brands partner with creators to promote their brand values.
Partnering with a creator who shares your values means reaching an audience who also shares them. And company alignment with personal values has become more important to consumers than it was in 2021, according to The Sprout Social Index™.
Share your values in your job description. Highlight what’s important to your brand and your mission.
Your internal efforts reflect this as well. If your brand prioritizes DEI initiatives, make this clear in your job description. In Sprout job descriptions, we highlight DEI initiatives and even include transparent progress reports on our efforts.
As seen in Sprout job descriptions:
Sprout Social is proud to be an Equal Opportunity Employer and an Affirmative Action Employer. We do not discriminate based on identity— race, color, religion, national origin or ancestry, sex (including sexual identity), age, physical or mental disability, pregnancy, veteran or military status, unfavorable discharge from military service, genetic information, sexual orientation, marital status, order of protection status, citizenship status, arrest record or expunged or sealed convictions, or any other legally recognized protected basis under federal, state, or local law. Learn more about our commitment to diversity, equity and inclusion in our 2021 DEI Report.
Outline the type of campaign and the kind of content you want to support it
Anyone can create a job description that simply lists what experience someone needs and what they’ll be doing.
Write a content creator job description that highlights the value they’ll bring and, better yet, how your new hire’s work will contribute to your brand’s growth or mission.
For example, this Warner Music U Rep content creator position mentions what the role entails and highlights how the responsibilities will bring value to the content creator they hire.
Write a content creator job description to find the best talent for your team
So what content creator roles are appealing to you? In-house? Freelance? TikTok-specific?
The right creator for you will depend on your industry, team and content needs. Use this article as a jumping off point to start crafting your content creator job description, then build on it.
We’ve made it even easier for you to get started with our social media manager job description template, which helps organize your asks and find the best new talent for your team.
The post How to write a content creator job description that attracts talent appeared first on Sprout Social.