Social Media Content Creator

Job Title: Social Media Content Creator

Department: Communications

Location: Washington DC (preferred) or Remote. This position requires an ability to travel. 

Reports To: Director of Social Media 

Supervises: NA

Context:  At the Sierra Club, we believe in the power of interdependence. Together, we remain committed to the fight for a healthy climate built on a foundation of environmental, racial, economic, and gender justice – a future where all people benefit from a healthy, thriving planet and a direct connection to nature. As the climate crisis and deeply entrenched systemic racism all fuel injustice, we will continue to fight for a bold, transformational agenda that recognizes the interconnectedness between our planet, our humanity, and our future. By recognizing that our destinies are tied, we continue to name that all things are fundamentally connected, and the overlap between ecology, race, gender, and representative government will move to either advance our collective humanity or to oppress it. Sierra Club has close to 800 staff across the country and a network of 64 local chapters that are led and fueled by thousands of volunteers. We are also proud to be a unionized employer, with three labor unions representing more than half of our employees.

Scope:The Social Media Content Creator is a specialized “one stop shop” for creating effective photo, video, audio, graphic and live content for social media that engages a variety of audiences across social media platforms and builds creative engagement strategies based on their vast awareness of, and interest in, current social, content and creative trends. This role is responsible for creating a high volume of quick-turn social media content, actively engaging daily with social media audiences, developing creative brand awareness strategies for social media, and supporting departments across the organization with high level social media creative asset ideation and creation. 

The successful candidate will be a highly creative visual and social strategist. They will have a wide range of high volume, quick-turn creative content execution skills, an understanding of the how and why of social media best practices, the flexibility, creativity, and agility to adapt to the ever changing social media landscape, and a passion for connecting with climate concerned audiences and the environmental movement as a whole.

• Content Strategy: The social media content creator assists in the planning, scheduling, and post creation for the Sierra Club social media calendar. They work in close collaboration with teams across the organization to create impactful and reflexive multimedia content arcs that develop narratives, build spokespeople, educate and activate the Sierra Club base through the delivery of integrated multi-platform multimedia content packages. This role must thread the needle between leveraging cultural trends while utilizing Sierra Club’s social media tone and values – analyzing existing and growing edge audience characteristics in order to tailor content effectively.
• Dynamic Content Creation: The social media content creator creates a high volume of engaging and educational posts, videos, and graphics that promote the Sierra Club vision, mission, and values to achieve organizational goals within a short lead time. This position requires short-form copywriting in varied audience tones for social media and YouTube. They will also assist in the production of real-time content, live videos, and interactive sessions in collaboration with teams across the organization and external partners.
• Community Management: The social media content creator engages with audiences across all social media platforms, responding to comments, messages, and replies, and engages with external accounts’ content to build brand awareness and presence on social media in effective proportion to the amount of posts scheduled daily. They monitor social media trends, reporting back to teams with current relevant information on a regular basis to assist in strategic social media development and develop community management strategies that build brand awareness and social media presence such as curating music playlists and collaborations with outside partners.
• Analytics and Reporting: The social media content creator tracks engagement metrics such as likes, shares, comments, and reach. They analyze the effectiveness of different content types and campaigns and provide reports to management and cross departmentally on social media performance. They maintain an ever growing holistic understanding of social media data analysis and apply concepts to strategic planning and discussions. 
• Collaboration and Networking: This position proactively coordinates with other environmental organizations to amplify reach and share resources -- able to professionally represent the Sierra Club's stance and priorities. They identify potential influencers for partnerships to strengthen audience strategies and campaign outcomes and develop friendly parasocial relationships with like-minded individual and organization social media accounts. They assist in the development and execution of influencer partnerships -- deploying a clear theory of change around the choices, timelines and engagement.
• Content Optimization and SEO: The social media content creator optimizes social media content for search engines and platform algorithms in collaboration with the web development team and Sierra Magazine. They use on-platform tools effectively to amplify reach and impressions and continuously update content strategies based on SEO analysis and feedback.

• This position directly relates to the 24-hour news cycle which will sometimes require weeknight and weekend hours. Performs other duties as assigned.

• Digital Media Proficiency: You have a strong track record of skilled video production, editing, and graphic design using tools such as Canva, Adobe Photoshop, Adobe Premiere Pro, CapCut, Instories and on-platform content creation tools. You are proficient in social media management platforms such as Sprout; and have expert knowledge of social media platforms (Instagram, Twitter, Facebook, LinkedIn, TikTok, BlueSky, YouTube, and Pinterest).
• Creative and Narrative Expertise: You are a skilled storyteller and narrative strategist – able to connect emotionally with audiences while generating fresh, appealing ideas for content that promotes Sierra Club’s vision, mission and values in order to achieve organizational goals. You are a creative problem solver, able to overcome social media challenges. You demonstrate high-speed metal agility with a strong ability to be flexible and adapt to ever-changing social media landscapes. 
• Strong Writing and Editing Skills: You come to this role with substantial experience in writing short form copy for social media and marketing campaigns. You have the ability to craft a high volume of clear, persuasive and engaging content with short lead time, and within the brand style guide. You are proficient in grammar, punctuation and style while also able to adapt to current social linguistic trends.
• Communication and Interpersonal Skills: You have strong verbal and written communication skills that can be applied to everything from internal cross-departmental team projects, to external engagement with followers, responding to inquiries on social media platforms. You are proficient in networking and collaborating with other environmental organizations and influencers. And you have a positive, energetic and engaging demeanor that translates across social media content.
• Project Management: You have a proven track record of skilled planning – organizing and managing complex content calendars, campaigns, and competing priorities. You manage multiple tasks and work streams at once, effectively prioritizing and meeting deadlines on time. You are excellent at time management, with a proven track record of managing complex priorities and partnerships with timeliness, transparency, and attention to detail.  
• Committed to evolution. You are committed to continuously deepening and evolving your own understanding of systems of oppression through study, openness, and humility. And you easily recognize your own relationship to privilege and power, examining and shifting your behaviors as appropriate.
• Uplifting and additive. You see mistakes as opportunities for growth; problems as catalysts for solutions, and inspire others along the journey. You carry a constructive approach, can-do attitude, a sense of humor, and authentic kindness wherever you go.

• SEO and Analytics. You understand SEO principles and can leverage this knowledge to enhance content visibility – including a general understanding of aggregated search algorithms and flexible adaptation of SEO concepts for social media. You’re able to use analytic tools to gauge content performance and adjust strategies accordingly.
• Knows Our Work. You have experience in the environmental movement or social justice advocacy space: Your social media projects have included campaigning, creating public demand for a policy, holding the decision makers accountable, and/or taking delivery on campaign goals. You are in tune with the communities we work with; able to lead in the development of content strategies that leverage cultural trends while meeting concrete outcomes and content needs.
• User Generated Content:Successful recruitment, production and distribution of user generated content campaigns. Experience training and developing the social media skills of grassroots volunteers.

To Apply

The Sierra Club provides equal employment and advancement opportunities to all staff members. Employment decisions are based on merit, qualifications, lived experience and skills. The Sierra Club does not discriminate in employment opportunities or practices on the basis of race, color, creed, religion, national origin, immigration status, socioeconomic status, ancestry, age, size, sex, sexual orientation, gender, gender identity, familial status, veteran status, disability, AIDS/HIV status, medical condition, prior conviction, arrest history, traits historically associated with race, including, but not limited to, hair texture and protective hairstyles, or any other characteristic protected by law.

The Sierra Club values applicants who are people that identify as Black, Indigenous, and other minoritized groups; women; queer, transgender, gender non-conforming, and gender fluid people.

Explore, enjoy and protect the planet.