About the job

Job summary

Customer Experience Directorate enables DWP to be a better learning organisation which uses intelligence and insight available to continually review and improve the customer experience across all of its’ products and services.

This is an exciting opportunity to join the Customer Communications Team. We are committed to improving the way we communicate with people about benefits and pensions. The team is responsible for around 15,000 communications products that we send out to millions of DWP customers each year. We communicate to customers who are in some of the most difficult of circumstances and have many different communications needs.

We protect the reputation of the Department when faced with adverse media coverage, judicial review decisions or new policy or legislative announcements, by developing Lines to Take for use by the business to provide a consistent narrative. We support this by producing interactive voice response (IVR) messages and telephony script content that informs of the action to take or signposts to the right information to provide the best customer experience, while helping to manage the volume of callers and visitors coming into the business.

The team is passionate about making DWP customer communications the best they can be. You will enable this through your role as a GCS specialist embedded within this team, using your expertise to identify and develop effective communications solutions.

We are looking for a talented leader, with strong communications experience, to join the Customer Communications Team to deliver customer communications that make complex information and processes easy to understand.

Job description

Understanding complex policy and processes and be alert to emerging issues and trends to set direction for insight-driven communication strategies for both large and small scale projects that reflect Departmental priorities and drive behaviour change

Lead, and take ownership for, the creative development of clear and accurate customer communications that meet user needs, adhere to DWP standards, protects the Department’s reputation and meets all legal requirements, including complying with the Equality Act 2010, and the Welsh Language Act.

Building collaborative working relationships with a diverse range of critical and senior stakeholders across the business and encourage ideas to inform your thinking. Create a trusted environment so you can challenge, influence and negotiate to agree your communication strategies

As a leader and a communications specialist, you will lead individuals or small teams, in a fast-paced environment, to deliver high quality customer communication products, managing planning, spotting risks and opportunities and ensuring communications resources are deployed effectively

As a GCS specialist you will commit to, and embrace, your continuing professional development

Planning and prioritising work to balance the needs of the business, such as transformation, modernisation and critical operational demands

Line management responsibilities, with a focus on development and building capability

Person specification

LEAD CRITERIA - Evidence of designing communications approaches using the Government Communication Service (GCS) OASIS framework or equivalent, to meet the needs of the business and customer by considering customer journeys and channel mix, using segmentation to identify audience groups and developing measurable evaluation metrics.

Evidence of informing and influencing peers and senior colleagues on content design, including translating complex policies into clear, effective customer communications that accurately reflect policy and legislation to avoid negative reputational impact. Have editorial experience and skills, with a keen eye for detail

You must have a proven record of developing innovative, insight-driven communication plans that drive behaviour change, improve the customer experience and reflect legislation or business policy, alongside strong leadership experience of managing the delivery to timescales and against competing priorities

The ability to work collaboratively with a range of stakeholders at all levels to understand and apply insight/data and use it to produce customer communications that drives customer behaviour

Evidence of reviewing lessons learnt and analysing evidence to identify areas for improvement for future communication strategies

Be able to develop and motivate high performing, remote teams with a focus on engaging and including others and providing expert advice to influence decisions and inform planning and delivery, including identifying risks and mitigating actions.

Benefits

• Learning and development tailored to your role
• An environment with flexible working options
• A culture encouraging inclusion and diversity
• A Civil Service pension with an average employer contribution of 27%

Location

Applicants should apply for suitable posts where they can travel to and from their home office location daily within a reasonable time. 

Please be aware that this role can only be worked in the UK and not overseas. Relocation costs will not be reimbursed 

Hybrid Working

This job role may be suitable for hybrid working, which is where an employee works part of the week in their DWP office and part of the week from home.  This is a voluntary, non-contractual arrangement and your office will be your contractual place of work. The number of days that anyone will be able to work at home will be determined primarily by business need but personal circumstances and other relevant circumstances will also be taken into account. If you are successful, any opportunities for hybrid working, including whether a hybrid working arrangement is suitable for you, will be discussed with you prior to you taking up your post.

Things you need to know

Selection process details

This vacancy is using Success Profiles (opens in a new window), and will assess your Behaviours, Strengths, Experience and Technical skills.

Application

As part of the application process you will be asked to complete a CV and a personal statement (1250 words max). Further details around what this will entail are listed on the application form.

CV

The CV is an on-line tool accessed through the Civil Service Jobsite and there is no requirement to upload your personal CV.  Our CV element is short, and allows an initial check of eligibility, so please put the main content of your evidence and skills in your Personal Statement.

Personal Statement

When completing your personal statement, please read and understand the person specification and assessment criteria thoroughly, as this is what your written evidence will assessed against. Your layout is entirely your preference; you may choose narrative, bullets, etc. You may choose to address each criteria separately, however, one narrative example may cover and evidence several key criteria. You may not be able to meet all the key criteria, but please ensure you evidence: the key personal requirements and what have you done that relates to the requirements.

You don’t have to explain the whole process, just what you have done and the skills and experience you have used. Share with us what makes you suited to this role and why, what you can do and the skills you have that are transferable to the key requirements, and the life experience or passion you have that are linked to this role.

Written Sift

The written sift will be conducted using evidence from your Personal Statement and will be assessed against the Person specification within the advert.

Should a large number of applications be received, an initial sift may be conducted using the Lead Criteria:

• Evidence of designing communications approaches using the Government Communication Service (GCS) OASIS framework or equivalent, to meet the needs of the business and customer by considering customer journeys and channel mix, using segmentation to identify audience groups and developing measurable evaluation metrics.

Candidates who pass the initial sift may be progressed to a full sift, or progressed straight to assessment/interview. 

Blended Interview

This will consist of a blended interview conducted via Microsoft Teams, which should take approximately between 45 minutes to one hour.

Sift and interview dates to be confirmed.

You will be asked to deliver a short presentation, this will be assessed against the GCS technical skills - Insight, Ideas, Implementation and Impact, at SIO level. You will be notified of the presentation topic in advance of the interview. We will be looking for evidence of:

• The ability to lead on the development and evaluation of communication strategies, demonstrating an understanding of the bigger policy picture and/or business priorities
• A track record of leading the creative development of communication materials and experience of developing and evaluating effective large and small-scale communication projects
• The ability to engage and influence at all levels, including senior stakeholders and beyond your organisation
• Using insights to identify target audiences and inform communications objectives and messages for awareness raising and behaviour change communications

A blended interview aims to be more of a conversation at interview offering a more inclusive approach. In addition to your presentation, you will be asked a mixture of Strength and Behaviour based questions to explore what you can and have done, but also your potential. More information can be found through Civil Service Jobs which provides information on Success Profiles and the Behaviours Framework. The behaviours we will be assessing are leadership and communicating and influencing. These will be assessed at SEO level.

The behaviour questions (2) will be provided, five days ahead of your interview and should not be shared with any other candidates that you may be aware of having applied for these roles.

An example of a Behavioural question would be:

Tell me about a time when you’ve had to deal with a difficult customer. It may help to use one or more examples of a piece of work you have completed or a situation you have been in, and use the WHO or STAR model to explain:

What was the task, How you approached the work/situation and what the Outcomes were, what did you achieve? Or What was the Situation? That were the Tasks? What Action did you take? What were the Results of your actions?

It is difficult to prepare for strength type questions so these are not shared in advanced of the interview. However, you can think through your answers, focus on your achievements and aspects you enjoy and decide how these can be applied in the organisation and role. While strengths questions are shorter and we do not expect a full STAR response, the panel is interested in your first reaction to the question and information or reasoning to support this.

If you have any questions about applying for this role please contact: Customer Experience Directorate – Enabling Services Recruitment Team

Further Information

Find out more about Working for DWP

A reserve list may be held for a period of 12 months from which further appointments can be made.

Any move to DWP from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare. Determine your eligibility at https://www.childcarechoices.gov.uk

If successful and transferring from another Government Department a criminal record check may be carried out. 

In order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service or Disclosure Scotland on your behalf.

However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing Pre-EmploymentChecks.grs@cabinetoffice.gov.uk stating the job reference number in the subject heading.

For further information on the Disclosure Scotland confidential checking service telephone: the Disclosure Scotland Helpline on 0870 609 6006 and ask to speak to the operations manager in confidence, or email Info@disclosurescotland.co.uk 

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment. 

A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

The Civil Service values honesty and integrity and expects all candidates to abide by these principles. Please ensure that all examples provided in your application are taken directly from your own experience and that you describe the examples in your own words. Applications will be screened and if evidence of plagiarism or copying examples/answers from other sources is found, your application will be withdrawn. Internal DWP candidates may also face disciplinary action.

Before applying for this vacancy, current employees of DWP should check whether a successful application would result in changes to their terms & conditions of employment, e.g. mobility, pay, allowances. Civil Servants that would transfer into DWP from other government organisations, following successful application, will assume DWP's terms & conditions of employment current on the day they are posted, unless DWP has stated otherwise in writing.

New entrants are expected to join on the minimum of the pay band.

Reasonable Adjustment

At DWP we value diversity and inclusion and actively encourage and welcome applications from everyone, including those that are underrepresented in our workforce.

We consider visible and non-visible disabilities, neurodiversity or learning differences, chronic medical conditions, or mental ill health. Examples include dyslexia, epilepsy, autism, chronic fatigue, or schizophrenia.

If you need a change to be made so that you can make your application, you should contact Government Recruitment Service via DWPRecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs.

Complete the “Reasonable Adjustments” section in the “Additional requirements” page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.

Feedback will only be provided if you attend an interview or assessment.

Security

Successful candidates must undergo a criminal record check. People working with government assets must complete baseline personnel security standard (opens in new window) checks.

Nationality requirements

This job is broadly open to the following groups:

• UK nationals
• nationals of the Republic of Ireland
• nationals of Commonwealth countries who have the right to work in the UK
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities with settled or pre-settled status under the European Union Settlement Scheme (EUSS) (opens in a new window)
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities who have made a valid application for settled or pre-settled status under the European Union Settlement Scheme (EUSS)
• individuals with limited leave to remain or indefinite leave to remain who were eligible to apply for EUSS on or before 31 December 2020
• Turkish nationals, and certain family members of Turkish nationals, who have accrued the right to work in the Civil Service

Further information on nationality requirements (opens in a new window)

Working for the Civil Service

The Civil Service Code (opens in a new window) sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles (opens in a new window). The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria. The Civil Service also offers a Redeployment Interview Scheme to civil servants who are at risk of redundancy, and who meet the minimum requirements for the advertised vacancy.