Content Marketing Manager

Content Marketing Manager

Top Employers Institute is the global authority recognising excellence in people practices. We assist companies to accelerate these practices and further enrich their worlds of work. Through the Top Employers programme, participants are audited, certified and recognised as employers of choice. Established more than 30 years ago, Top Employers Institute now certifies over 2,300 organisations in 121 countries. These certified companies positively impact the lives of over 12m employees globally.  

Purpose and Contribution to the Company Strategy

The purpose of this role is ensuring Top Employers Institute is well known and recognized by the target audience and developing a roadmap for how thought leadership content can contribute to achieving defined business goals.
You act as the link between Research & Insights and business teams that need alignment, support and be brought to life by the Marketing department.
Whilst listening to others, you observe and analyse market trends, HR trends, competitors, report back on that, and define content strategies that will drive our target audience’s behaviours.

Key Responsibilities

1. Develop a clear vision for the brand's positioning and content strategy using a strong strategic mindset aligned with the overall business objectives.

1. Collaborate with Research and Insights department to create and execute on a content marketing calendar on how thought leadership content can contribute to achieving defined business goals. This includes managing workflows and governance, content themes, formats, distribution channels, and cadence to effectively engage the target audience and drive desired outcomes.

1. Define content strategies that drive the target audience's behaviours. This involves understanding personas, motivations, and pain points to craft messaging that resonates and influences their perceptions and actions.

1. Ensure content is search-engine optimized and tailored for different platforms to increase organic visibility and engagement. Collaborate with SEO and social media specialists to ensure content performs well across channels

1. Explore and implement AI solutions for scaling content production, optimizing messaging for different audience segments, and predicting content performance. Ensure AI is integrated seamlessly into the content workflow while maintaining creativity and authenticity.

1. Develop innovative approaches and write materials that are highly visible, such as keynote decks for the (sponsored) events

1. Present plans, insights, and results in a clear and compelling manner to demonstrate the impact of content strategy on business outcomes. Establish KPIs to track the effectiveness of content and adjust strategies as needed to optimize business results.

1. Create content standards documents such as tone of voice, style and guidelines

Competencies

Company competencies (for everyone):

•  Collaboration
•  Customer focus
•  Global perspective

Key success competencies (in addition to company competencies):

• Business Insight
• Strategic mindset
• Plans and aligns
• Ensures accountability
• Organisational savvy
• Stakeholder management

Qualification Criteria

• A bachelor's degree in marketing, communications, journalism, business administration.
• 5-7 years of experience in content strategy, messaging, marketing, or a related field.
• Proven experience in developing and executing content strategies that drive engagement, generate leads, and support business objectives
• Exceptional written and verbal communication skills, with the ability to craft compelling messaging and narratives
• Deep understanding of content marketing principles, including content creation, distribution, and measurement
• Familiarity with HR industry trends
• Strong interpersonal skills and the ability to collaborate effectively with colleagues at all levels of the organization.
• Results-oriented mindset, with a focus on driving tangible outcomes and delivering measurable business impact.
• Attention to detail and a commitment to maintaining high standards of quality in all content outputs.
• Passion for storytelling and a genuine interest in understanding and engaging with the target audience.

Top Employers Institute offers

Purposeful Impact. Global Connections. Versatile Working Environment. 
At Top Employers Institute, you collaborate with colleagues worldwide as you shape a career focused on enriching the world of work, bringing your best self. 

At Top Employers Institute, we believe in:  

• Living our human-centric approach (flexible working conditions, including the flexibility to work from home or from the office)
• Thriving in a multicultural environment 
• Growing meaningfully 
• Leadership culture based on trust
• Plenty of room for initiatives and own responsibility
• We pay you to pay it forward: we grant you 2 days of paid time off for volunteering for causes you care about
• We want you to stay with us: you will enjoy a 4-week sabbatical leave paid by the company after 5 years
• Dynamic and strong international culture (more than 30 nationalities spread over 12 offices all around the world)
• Fast growing (20% YoY revenue growth) and sustainable company (founded 30 years ago)

Top Employers Institute is an Equal Opportunity Employer. We respect and celebrate each other’s differences. We know that a diverse workforce enhances our success. We are conscious that having the freedom to be yourself is the basis of sustainable growth. To us, it doesn’t matter where you were born, what you believe in, how old you are, what you look like, or who you love. We believe that different perspectives and backgrounds actually lift Top Employers Institute to new heights and increase our way of thinking for a better world of work. Join us, as there is a place for you here!