IN its determination to move with the times, the RSPB is creating a £33,000-per-annum vacancy for an executive whose responsibility will be to provide video clips for the fast-growing social media channel, TikTok.
The Bedfordshire-based organisation is aware that its image is less than vibrant - not to say a trifle stodgy - among under-30s, and it wants to reach out to a more youthful section of society.
Says a spokesperson: "TikTok is the fastest growing social platform in the world, with a global membership of over one billion.
"We recognise the opportunity with this new role to grow our brand and reach new and diverse audiences!"
The charity says the successful candidate will know how to "optimise trending opportunities" and "be skilled at understanding what makes highly engaging social content and confident in developing short form video which gets impactful results."
He or she will also be be responsible for recruiting volunteers to contribute to output.
Isn't this just jumping - at unnecessary expense - on the latest social media bandwagon?
Not so says the RSPB which believes the initiative will benefit its "strategic objectives and communication plans".
As part of a wider attempt to refresh and rejuvenate its image, the RSPB is also seeking to recruit a head of marketing, a head of brand, a strategic communications manager and a media relations manager.
The deadline for applications for the TikTok vacancy is 11.59pm on Sunday August 13.
More information from Joshua Boyd at: joshua.boyd@rspb.org.uk
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