Job Opening for Sr. Manager, Content Marketing & Thought Leadership (Employer Brand Marketing) in T. Rowe Price (Owings Mills, MD)

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Job Category : Content Writing
Company Name: T. Rowe Price
Position Name: Sr. Manager, Content Marketing & Thought Leadership (Employer Brand Marketing)
Location : Owings Mills, MD
Job Description : There is a place for you at T. Rowe Price to grow, contribute, learn, and make a difference. We are a premier asset manager focused on delivering global investment management excellence and retirement services that investors can rely on today and in the future. The work we do matters. We invite you to explore the opportunity to join us and grow your career with us. About this role The Sr. Manager, Content Marketer is aligned with all five of Human Resources top priorities and is global in scope. The associate in this role is a key driver of the firm’s recruitment marketing and retention marketing strategy. This position requires a high degree of creativity, a deep understanding of how to create blank space in a crowded digital ecosphere and execute integrated digital marketing strategies with limited resources and in rapid sequence. They will consult and collaborate with professionals in the marketing and communications sub-families to identify, create and launch digital experiences (i.e., social channels, advertising, and online media partnerships) to support the firm’s objective to be an employer of choice for top talent. They will build, launch and optimize content strategies for the firm’s key hiring priorities by conducting research on prospective candidates’ values and expectations, identifying key messages, determining content formats (editorial, events, 3rd party partnership etc.) and appropriate channels for optimal publishing. Role Summary Responsible for developing insights and points of view on the most complex topics which affect our ability to attract and retain associates. Must be able to develop a cutting-edge recruitment marketing strategy to attract a wide variety of professionals to the firm, including underrepresented minorities, through a sophisticated strategy which draws upon research, strategic thought leadership and advanced digital marketing tactics to increase awareness amongst net new engagers with our talent brand. Specifically: Build, launch and optimize content strategies for the firm’s hiring priorities. Oversee and optimize 3rd party platforms. Monitor key performance indicators for content performance and candidate warm lead criteria. Sustain content programs for prospective talent via the underrepresented associate marketing strategy, corporate blogs, and the organizational overview initiatives. Build digital experiences for persona driven objectives. Conduct primary and secondary research to ensure messaging strategies align with prospective candidate values and expectations. Responsibilities Operationalizes the firm’s content and digital experiences by developing and disseminating associate-focused content on a regular cadence, on a variety of channels, for prospective candidates. The objective is to enhance the firm’s brand and reputation and to encourage high-potential, diverse talent to join T. Rowe Price. Build, launch and optimize content micro strategies for the firm’s hiring priorities. Build and test warm lead criteria metric, in partnership with Workday team. Conduct focus group sessions to identify values, aspirations, beliefs and expectations and subsequent messaging for talent hiring priorities. Identify SEO techniques and key words to build content experiences for corporate site and 3rd party platform use. Build and launch a lead nurturing program for the Gr8 People platform. Continue efforts to sustain content programs for prospective talent via the URM marketing strategy, corporate blogs, and the organizational overview initiatives. Platform Management and Metrics Redesign the experience on the Corporate Site to align with a new prospective associate journey. Partner with analytics team to implement tracking queries for Corporate Site and 3rd party platforms (i.e. Glassdoor and Blavity). Refresh the US Glassdoor experience. Assess the value of 3rd party platforms for future use. Provide significant input in the refresh of our Associate Value Proposition and tie it to Global Brand Marketing’s Brand Purpose work. Conduct focus group sessions to understand the VABEs (values, aspirations, beliefs and expectations) of UK-based associates. Participate in AVP development for specific business units, such as for Global Technology. Identify themes and key messages to build out of the content strategy. Typical Qualifications Required Bachelor’s degree or the equivalent combination of education and relevant experience AND 8+ years of total relevant work experience. Preferred The associate in this role should enjoy data mining and data visualization The associate in this role should have either very strong writing or graphic design skills Experience and/or familiarity with digital publishing platforms Knowledge of the evolving digital landscape for prospective candidates Experience using analytics platforms and key performance indicators to monitor progress Familiarity with SEO techniques, content development and social advertising FINRA registrations are not required for this role and will not be supported. Commitment to Diversity, Equity, and Inclusion: We strive for equity, equality, and opportunity for all associates. When we embrace the power of diversity and create an environment where people can bring their authentic and best selves to work, our firm is stronger, and we create greater value for our clients. Our commitment and inclusive programming aim to lift the experience for each associate and builds allies for our global associate community. We know that a sense of belonging is key not only to your success at the firm, but also to your ability to bring your best each day. Benefits: We invest in our people through a wide range of programs and benefits, including: Competitive pay and bonuses as well as a generous retirement plan and employee stock purchase plan with matching contributions Flexible and remote work opportunities Health care benefits (medical, dental, vision) Tuition assistance Wellness programs (fitness reimbursement, Employee Assistance Program) Our policies may change as our working lives evolve. Yet, our commitment to supporting our associates’ well-being and addressing the needs of our clients, business, and communities is unwavering. As part of T. Rowe Price’s Health and Safety protocols, effective October 19, 2021, any US-based new hires, including interns will be required to be fully vaccinated against COVID-19 or have a valid exemption under applicable state or federal law from receiving a COVID-19 vaccine. T. Rowe Price is an equal opportunity employer and values diversity of thought, gender, and race. We believe our continued success depends upon the equal treatment of all associates and applicants for employment without discrimination on the basis of race, religion, creed, colour, national origin, sex, gender, age, mental or physical disability, marital status, sexual orientation, gender identity or expression, citizenship status, military or veteran status, pregnancy, or any other classification protected by country, federal, state, or local law.
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