Social Media Specialist

About the Job

Brief Overview: This position is responsible for developing and executing social media strategies that elevate the University of Minnesota Rochester’s brand, engage prospective students, and support campus enrollment goals. The role leads the creation of multimedia content — including photo, video, graphics, and more — while tracking performance analytics and maintaining brand alignment across digital channels. Additionally, this role provides broader marketing and communications support, manages visual content through various media across marketing campaigns and across the campus, etc.

Location and Work environment: In-office work is required for this role located at the University of Minnesota Rochester in Rochester, Minnesota.

Work Schedule: Full time, 12 months per year, non-exempt position. Monday through Friday, typically from 8:00AM-4:30PM. Schedule flexibility will be required, based on the needs of the department.

Expected Contributions: This role supports campus growth by elevating the University of Minnesota Rochester’s public profile, strengthening student engagement, and directly supporting enrollment and retention initiatives. By strategically managing UMR’s social media footprint, producing compelling multimedia content, and overseeing digital campus communication channels, the position ensures a cohesive, inclusive, and modern brand presence that resonates with prospective and current students alike. Furthermore, this role fosters a sense of belonging, builds campus community pride, and amplifies student voices across the institution.

Visa Language: Please note, this position is not eligible for H-1B or Green Card sponsorship. This position does not offer a STEM OPT training program.

Primary Responsibilities

SOCIAL MEDIA CONTENT CREATION - 55%

• Develop, implement and continuously refine organic and paid social media strategies that support enrollment goals, strengthen brand awareness and increase the visibility of the University of Minnesota Rochester.
• Create engaging, on-brand social media content, including graphics, photography, video and storytelling campaigns that showcase student experiences, campus life and university initiatives.
• Manage daily social media operations, including content publishing, audience engagement and timely responses to inquiries across platforms.
• Monitor social media trends, platform updates and emerging best practices to ensure content remains current, relevant and student-centered.
• Track, analyze and report on social media performance metrics, using insights to optimize content strategy, audience engagement and platform utilization.
• Support recruitment campaigns by aligning social content with audience needs and enrollment goals.

VISUAL CONTENT CREATION - 20 %

• Capture event and campus life photography and video
• Create and edit short-form and long-form video content for social media platforms and webpages that showcase student experiences, academic programs and campus events.
• Organize and store digital assets in accordance with university standards and processes.
• Provide assistance during video and photo productions.

MARKETING AND COMMUNICATIONS SUPPORT - 15%

• Assist with the execution of external and internal marketing efforts, including campaign planning and logistics.
• Create and edit marketing content for various mediums and audiences.
• Adhere to and be an ambassador for the University of Minnesota Rochester and the University of Minnesota System brand standards.
• Engage with UMR’s prospective students periodically to ensure awareness of their perspectives (focus groups, interviews, etc.).
• Develop and design campus digital screens
• Update the University event calendar, Raptor Link as necessary

MASCOT RELATIONS - 5%

• Coordinate the University mascot program by recruiting and training future mascots, scheduling appearances and ensuring consistent representation of Rockie across campus and community events.

CHANCELLORS STUDENT LEADERS - 5%

• Develop, train and support the Chancellor’s Student Leaders program.

Qualifications

About the Department

The University of Minnesota Rochester (UMR), located in downtown Rochester, serves approximately 1,200 students and recently welcomed its largest class ever. Faculty and staff are dedicated to innovative education, student development and applying research to enhance learning every day. With a strong focus on health sciences and student-centered learning, UMR partners closely with Mayo Clinic and emphasizes research-driven teaching to meet the evolving demands of the health care industry.

UMR’s Vision is to inspire transformation in higher education through innovations that empower our graduates to solve the grand health challenges of the 21st century. The campus facilities are adjacent to the world-class Mayo Clinic and other industry leaders in the life sciences in downtown Rochester, Minnesota. Rochester is the fastest growing city in Minnesota, currently experiencing exponential growth with facilities expansion and the University’s continued growth.

Pay and Benefits

Pay Range: $48,600 - $55,000 per year ($23.36-$26.44/hr); depending on education/qualifications/experience

Time Appointment: 100% Appointment

Position Type: Civil-Service & Non-Faculty Labor Represented Staff