Social Media Executive

Job Description

Role: Social Media Executive

Salary: £26,500

Location: Main base Leeds (Colton) with some travel to homes

Reporting to: Content and Design Marketing Manager

Role Overview

This role is responsible for bringing our homes, people, and stories to life across social media.

Working closely with our homes and wider marketing team, you’ll create engaging, authentic content that reflects the warmth, quality, and individuality of our care. From day\-to\-day moments to meaningful resident stories, your work will help families understand what life in our homes really feels like.

You’ll manage our social media channels (excluding LinkedIn, which is led by the Digital Executive), ensuring a consistent, high\-quality presence that builds trust, supports enquiries, and strengthens our reputation in local communities.

Key Responsibilities

Content Creation (Care\-Focused Storytelling)

• Create engaging, sensitive, and on\-brand content that showcases life in our homes with targeted content for all our audiences (potential residents and families, current residents and families, staff and applicants, professionals). Also, support homes who create their own content to post on their behalf or oversee quality where they post their own.


• Capture real moments — residents, team, activities, environment — in a respectful and authentic way


• Write clear, warm, and reassuring copy tailored to families and local communities


• Ensure all content reflects dignity, privacy, and safeguarding standards

• Manage day\-to\-day activity across Facebook and other relevant platforms


• Schedule and publish content in line with the agreed content calendar


• Maintain a consistent and engaging presence across all homes

• Respond to comments, messages, and reviews in a timely, empathetic, and professional way on all brand accounts


• Engage with local communities online, including partners and local organisations


• Escalate enquiries (e.g. care enquiries) quickly to the appropriate team

• Build strong relationships with home teams to source stories and content


• Support homes to capture content (guidance, prompts, best practice)


• Occasionally visit homes to gather content and support key moments or events

• Support the creation and delivery of the social media content calendar


• Contribute ideas aligned to seasonal activity, campaigns, and care themes


• Stay up to date with social media trends and adapt appropriately for the care environment

• Track and report on social media performance (engagement, growth, reach)


• Identify what content resonates most with families and communities


• Use insights to improve future content

Essential

• A passion for social media, with enthusiasm for trends and new ideas


• Strong writing skills with a warm, engaging tone


• Good understanding of social media platforms (especially Facebook and Linkedin)


• Creative eye for content (photo/video)


• High level of empathy and understanding of working in a care environment


• Organised and able to manage multiple priorities


• Ability to analyse data and report on channel performance


• Willingness to travel regularly to homes

• Experience in care, healthcare, or a people\-focused sector


• Basic video editing (Reels, short\-form content)


• Experience visiting sites / working with operational teams


• Understanding of safeguarding and consent in content creation

• Empathetic and people\-focused


• Creative, but with good judgement and sensitivity


• Confident communicating with a range of stakeholders (home teams to marketing)


• Proactive and willing to get stuck in


• Strong attention to detail

• INDREC

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