Digital Attraction and Engagement Manager - Flexible Working Available

Swansea (Abertawe)
27 Oct 2021
31 Oct 2021
Contract Type

About the job Summary

We welcome and encourage applications from everyone, including groups currently underrepresented in our workforce. We pride ourselves on the positive impact diversity has and promote inclusivity and equality of opportunity for all. Our recruitment process is anonymised, which means that your name, date of birth and other personal details will not be seen by the sift panel.

Digital Attraction and Engagement Manager 

Salary: £38,654

Location: Swansea 

Do you have experience of designing and delivering an attraction strategy and campaigns?

Are you someone who enjoys working collaboratively with different business areas?

Can you bring creativity and innovation to your work?

If so, we'd love to hear from you!

Job description

At the Driver and Vehicle Licensing Agency (DVLA), we have an exclusive opportunity to work on an exciting and ambitious transformation agenda, to help craft the attraction approach of our vibrant IT Services (ITS) directorate.

As the Digital Attraction and Engagement Manager you will be responsible for supporting the ITS Strategy and Communications Lead in the definition and delivery of the digital attraction strategy. This will include engagement across ITS and the wider business to capture future requirements and to help shape these into a focused approach to help DVLA recruit and retain the right skills and capability.

You will help to position DVLA as an exemplar in government service delivery and a leading digital employer. You will develop engaging content and effective delivery plans using audience insight, channel expertise and your creative communications skills.

Working collaboratively with a wide range of colleagues across ITS and beyond you will define, deliver and evaluate the DVLA Digital story to external audiences, maximising DVLA’s external employer brand. You will also build a strong understanding of your audiences and use evaluation to continually refine your delivery.


Key accountabilities of the role include:

• Lead the production and delivery of the ITS attraction strategy and approach, consolidating input from a range of ITS and wider business stakeholders, setting direction for ITS attraction over the medium and longer term horizon.

• Work with Corporate communications and HR to define the approach, campaigns and content to deliver the strategy.

• Co-ordinate the development and delivery of the core communication campaigns of the attraction strategy as directed by capability requirements, prioritising the work that needs to be done to recruit and retain the right skills.

• Define and report against a set of metrics and key performance indicators that measure progress against delivery of key elements of the digital attraction strategy.

• Build and maintain external relationships, creating effective alliances and partnerships that can be used to optimally build the profile of ITS and DVLA.

For an in-depth insight into the role please refer to the Role Profile.

About You

We are looking for a pro-active self-starter who has experience of designing and delivering attraction campaigns in a digital setting. Building brilliant working relationships quickly comes like second nature to you. As a result, you possess strong collaboration, stakeholder and relationship management skills.

You are highly creative and innovative and capable of seeing opportunities for improvement to support the digital attraction strategy.

Working for the DVLA Digital Team
At the DVLA our work matters. We’re at the forefront of digital within government, providing new and improved services that are reliable, easy to use and offer value for money for our customers. With over 49 million driver records and over 40 million vehicle records, the opportunity to work at this scale is unrivalled across the region. Our services generate billions in revenue and make a difference to the lives of 9 out of 10 households in the UK.

If you would like to read more about the great opportunities with the DVLA Digital Team then click here

Our people are transforming our digital services, head over to our DVLA Digital Services Blog  to read about what we have been up to.

DVLA supports flexible working, and as an IT Department we are currently working from home. We are working towards introducing a hybrid model, under which working arrangements will be driven by the requirements of your role in agreement with your line manager.


We'll assess you against these behaviours during the selection process:

  • Communicating and Influencing
  • Seeing the Big Picture
  • Leadership

Technical skills

We'll assess you against these technical skills during the selection process:

  • SFIA Framework - Relationship Management (RLMT) Level 5
  • SFIA Framework - Innovation (INOV) Level 5


• Learning and development tailored to your role
• An environment with flexible working options
• A culture encouraging inclusion and diversity
• A Civil Service pension
• We encourage a great work-life balance
• Best in class Learning & Development
• Digital communities
• Generous salary and pension
• On-site gym plus personal training
• On-site nursery, restaurants and coffee bar
• 25 days holiday (plus bank holidays), increasing by 1 each year (up to 30) & 1 extra day for the Queen’s birthday
• Range of staff groups to support all our colleagues
• Free parking
• Buy and sell annual leave

To find out more about the great opportunities and benefits of working at DVLA, click here  or read our blogs .

Things you need to know Security

Successful candidates must pass a disclosure and barring security check.

People working with government assets must complete basic personnel security standard checks.

Selection process details

This vacancy is using Success Profiles, and will assess your Behaviours, Experience and Technical skills.

We are closely monitoring the situation regarding the coronavirus, and will be following central Government advice as it is issued. There is therefore a risk that recruitment to this post may be subject to change at short notice. In addition, where appropriate, you may be invited to attend a video interview.

Please continue to follow the application process as normal and ensure that you check your emails regularly as all updates from us will be sent to you this way.

How to Apply

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

For your CV and personal statement, please provide detailed evidence of your experience of the following:

• Working with senior stakeholders to set the direction and approach for your organisation’s digital attraction activities.
• Overseeing the development and delivery of attraction campaigns to achieve business goals.
• Understanding of the digital landscape and how you apply this knowledge to lead the content development strategy and to identify and develop digital channels.

The sift is due to take place on 2nd November 2021.

Interviews will be held week commencing 15th November 2021.

This interview will be conducted via a video interview, details of which will be provided to you should you be selected for interview.

We will try to meet the dates set out in the advert. There may be occasions when these dates will change. You will be provided with sufficient notice of the confirmed dates.

If invited to interview, this may consist of a range of question types. These could include questions around behaviours and how you would respond in any situation as well as specific examples of things you have done.

The selection process will be designed specifically for the role. As a result, your assessment could include:

• an interview and presentation exercise

You’re encouraged to become familiar with the role profile, as you may be assessed against any of the criteria recorded within.

The Department for Transport alongside other Government Departments recruit using Success Profiles. This means for each role we consider what you will need to demonstrate in order to be successful. This gives us the best possible chance of finding the right person for the job, drives up performance and improves diversity and inclusivity.

For further information on Success Profiles visit our Careers website.

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

Further Information

To learn more about applying for a role within the Department for Transport, visit the Application Process page of our Careers website.

Before submitting your application, we encourage you to visit our Things You Need to Know page for further information about applying for a role within the Department for Transport and the Civil Service.

Throughout this job advert there are links to the DfT Careers website, which provides you further information to support your application. Should you be unable to access the information on our website, please email for assistance.

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

Nationality requirements

This job is broadly open to the following groups:

  • UK nationals
  • nationals of Commonwealth countries who have the right to work in the UK
  • nationals of the Republic of Ireland
  • nationals from the EU, EEA or Switzerland with settled or pre-settled status or who apply for either status by the deadline of the European Union Settlement Scheme (EUSS)
  • relevant EU, EEA, Swiss or Turkish nationals working in the Civil Service
  • relevant EU, EEA, Swiss or Turkish nationals who have built up the right to work in the Civil Service
  • certain family members of the relevant EU, EEA, Swiss or Turkish nationals

Further information on nationality requirements

Working for the Civil Service

The Civil Service Code 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.

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.

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