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- Tasks: Write creative copy that brings messages to life across various channels.
- Company: Join HMRC's dynamic communications team, one of the largest in government.
- Benefits: Enjoy a collaborative culture with opportunities for professional growth and innovation.
- Other info: Flexible working options available across multiple locations.
- Why this job: Make a real impact by shaping brand messaging that resonates with diverse audiences.
- Qualifications: Experience in copywriting, strong storytelling skills, and ability to manage multiple projects.
The predicted salary is between 36000 - 60000 £ per year.
Overview
Brand and Creative Copywriter
Locations available in any of the following locations –
Belfast Regional Centre – Erskine House
Birmingham Regional Centre – Arena Central
Bristol Regional Centre – 3 Glass Wharf
Cardiff Regional Centre – Ty William Morgan
Edinburgh Regional Centre – Queen Elizabeth House
Glasgow Regional Centre – Atlantic Square
Leeds Regional Centre – Wellington Place
Liverpool Regional Centre – Water Street
Manchester Regional Centre – Three New Bailey
Newcastle Upon Tyne – Benton Park View
Nottingham Regional Centre – Unity Square
Portsmouth – Lynx House
Preston – St Marks House
Preston – St Marys House
The Communications Directorate delivers professional communications on behalf of HMRC and is recognised as running one of the largest and busiest communications teams in government.
We deliver through a host of functions including;
- Internal and Change
- Press and Digital
- Brand and Campaigns
- Strategic Communications
- External Affairs
- New/changing tax policies
- Customer Support and Compliance
- Borders and Trade
- Transformation
With a focus on building professional competence colleagues are expected to work across several skillsets including using data insights, digital channels, stakeholder and business partner relationships.
We are creative, fast working and encourage collaboration. With a big job to do you’ll be joining a strong, motivated communications team. Striving for innovation and excellence no other department touches the lives of so many people.
Job description
In this role, you’ll be responsible for writing creative and impactful copy that supports the work of the Communications Directorate. Your words will help bring our messages to life across a range of channels and formats.
Working collaboratively with marketers, designers and project teams, you’ll help articulate our brand positioning and play a key role in shaping our creative direction.
You’ll also contribute across a variety of communications disciplines, supporting the smooth and effective running of the directorate. This may include working flexibly across different teams and functional areas to respond to emerging priorities.
Person specification
Develop brand messaging and marketing copy that drives customer outcomes by distilling complex subject matters into lucid and engaging communications.
Act as brand guardian, providing expert advice on appropriate messages, tone of voice, editorial style and brand positioning for a range of audiences and products.
Generate distinct, multi-platform campaign copy in response to briefs, from social media content to snappy video scripts, to compelling internal messaging, and user-focused website content.
Present finalised ideas and concepts, explaining clearly and confidently how the writing reflects the brief.
Responsible for Brand tone of voice and key messaging development across the breadth of HMRC’s communications output.
Contribute to HMRC’s Brand & Creative strategy and Annual Plan, ensuring outcomes aligns with HMRC’s the Communications Directorate Strategy, strategic objectives and Charter.
Collaborate with designers to complement campaign creative assets with messages rooted in customer insights, optimised for chosen communication channels.
Develop HMRC’s tone of voice and brand key messaging framework, growing trust and engagement with HMRC’s brand and purpose.
Prioritise demands for copywriting support focusing on the key campaigns and strategic projects that deliver HMRC annual plan and strategy.
Lead by example to promote learning culture – regularly reviewing available customer insights, providing recommendations and developing tools/ training which support greater brand and communications impact across the Communications Directorate.
Essential Criteria
- Ability to generate original, compelling ideas that align with brand strategy across multiple platforms (TV, digital, social, print etc). Ability to interpret briefs and align creative work with business objectives.
- Experience of delivering successful outcomes against a brand strategy, including development of brand positioning which responds to target audience insight.
- Mastery of tone, voice, grammar, and storytelling. Versatility in writing styles—from punchy headlines to long-form content. Ability to write persuasively for different audiences and channels.
- You’ll bring established experience from agency or in-house environments and be comfortable managing briefs from concept through to execution with autonomy.
- Proven ability to manage multiple projects concurrently, meet deadlines and communicate proactively with a range of stakeholders.
- Understanding of how to adapt tone and style to a range of mediums, from social to print material, in line with departmental and accessibility guidelines.
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Brand and Creative Copywriter employer: HM Revenue & Customs
Contact Detail:
HM Revenue & Customs Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Brand and Creative Copywriter
✨Tip Number 1
Familiarise yourself with HMRC's brand and tone of voice. Understanding their existing messaging will help you align your creative ideas with their established style, making it easier to demonstrate how you can contribute to their communications.
✨Tip Number 2
Showcase your versatility in writing by preparing a portfolio that includes examples of different styles—like social media posts, video scripts, and internal communications. This will highlight your ability to adapt your writing for various platforms, which is crucial for this role.
✨Tip Number 3
Network with current or former employees of HMRC, especially those in the Communications Directorate. They can provide insights into the team culture and expectations, which can be invaluable during interviews.
✨Tip Number 4
Prepare to discuss how you've used data insights in your previous work to inform your copywriting. Being able to demonstrate your understanding of audience engagement through analytics will set you apart as a candidate who can drive customer outcomes.
We think you need these skills to ace Brand and Creative Copywriter
Some tips for your application 🫡
Understand the Role: Read the job description thoroughly to grasp the key responsibilities and skills required for the Brand and Creative Copywriter position. Tailor your application to highlight how your experience aligns with these requirements.
Showcase Your Writing Skills: Include samples of your writing that demonstrate your versatility and ability to adapt tone and style for different audiences and platforms. This could include social media posts, marketing copy, or long-form content.
Highlight Relevant Experience: Emphasise your previous experience in agency or in-house environments, particularly any roles where you managed briefs from concept to execution. Mention specific projects that align with HMRC's brand strategy.
Craft a Compelling Cover Letter: Write a cover letter that not only expresses your enthusiasm for the role but also illustrates your understanding of HMRC’s communications objectives. Use this opportunity to convey your creative ideas and how they can contribute to the team.
How to prepare for a job interview at HM Revenue & Customs
✨Showcase Your Creativity
As a Brand and Creative Copywriter, your ability to generate original ideas is crucial. Prepare examples of your past work that demonstrate your creativity and versatility in writing styles. Be ready to discuss how you approached different briefs and the outcomes of your campaigns.
✨Understand the Brand's Voice
Familiarise yourself with HMRC's tone of voice and brand messaging before the interview. This will help you articulate how you can contribute to maintaining and enhancing their brand identity. Be prepared to discuss how you would adapt your writing style for various platforms.
✨Prepare for Collaborative Scenarios
Collaboration is key in this role. Think of examples where you've worked with designers, marketers, or other teams to create impactful content. Be ready to explain how you navigate differing opinions and ensure that the final product aligns with the brand's objectives.
✨Demonstrate Your Understanding of Audience Insights
The ability to distil complex subjects into engaging communications is essential. Prepare to discuss how you use audience insights to inform your writing. Bring examples of how you've tailored messages for different target audiences and the impact it had on engagement.