Organizational Setting

Over the past three decades, the agricultural landscape in Indonesia, as in other countries across Asia and the Pacific, has undergone significant structural changes resulting in a reduction in the economic share of agriculture. The reliance on women in agriculture has increased due to outmigration of male workers, coupled with a notable rise in the proportion of older farmers in a country that is demographically one of the world’s youngest. Despite a growing urbanization trend and internal migration of rural youth in pursuit of educational and employment opportunities, almost 80 percent of the nation’s farmers are aged 40 or older. The changing educational profiles of rural youth with a steady reduction in employment in agriculture, highlight the need for addressing declining interest in agricultural careers among the younger population. This trend poses a risk to future food security and necessitates increased youth engagement in addressing challenges related to climate change, disaster resilience, and environmental degradation in Indonesia.

In close collaboration with The Executive Office of the President (KSP) and the National Food Agency (NFA), FAO Indonesia is providing technical assistance through the TCP modality to address the generational gap within the agriculture sector and stimulate the interest of youth in pursuing careers and initiatives related to agriculture as catalysts for change. The primary objective is to develop an agriculture education curriculum for Scouts, enhancing their skills and knowledge through training and establishment of innovative solutions and digital pilot hub.

To increase the effectiveness of the project in engaging the youth, a campaign through digital media will be carried out through independent social media channels under the brand of “Agripreneur Keren” (“Cool Agripreneur”). Many studies show that young people’s exposure to modern technology that gives them access to information from around the world can change their perceptions of farmers or the agricultural sector. Social media as part of the digital media platform can effectively empower the youths with information in agriculture and education that are capable of spurring them into agricultural or agro-based activities and provide better agriculture’s image across a broad audience and allow for sharing of information and experiences between the young people especially the young farmers or agripreneurs. Youth engagement through social media also can expand the reach of young people strengthen their network where they can be found online through search engines, communicate with young people in familiar settings and make ideas and opportunities accessible to other youth. The objective of the role is to create the digital space for engaging with the public, civil society, the international community and other relevant stakeholders, in line with the above.

Reporting Lines

The Communication Specialist (Social Media) works under the overall supervision of National Project Coordinator and with direct supervision of the Assistant FAO Representative (Programme).

Technical Focus

Social media, digital media, communications

Tasks and responsibilities

•    Social Media account management.
•    Formulate a comprehensive communication strategy including and implement it, which is in line with the goals and objectives of the TCP Programme and re-brand the farmers’ image to a “cool farmer”
•    Day-to-day management of media channel(s) in close coordination with the programme team from FAO and Government counterparts, ensure all content & materials follow organizational and institutional standard guidelines and in support of country/regional/global strategies.
•    Collect information on FAO’s work in the field, project outputs, etc. and lead the development of digital assets (visuals, info visuals, videos, gifs, etc.) and relevant messaging (copies and video scripts) for use on social media platforms, liaising with the relevant technical officers from FAO and NPC, as appropriate, and in close collaboration with the supervisor for clearance.
•    Ensure that all communication products comply with global FAO key messages, terminology, standards, and guidelines
•    Maintain regular coordination with technical officers from FAO and NPC, including to ensure key messages, outputs and products are compliance with guidelines, trends and risks.
•    Support national and/or local videographers/producers/reporters in the development of multimedia content that reflects the project’s achievements, identify and cover Programme-related events and visibility opportunities. Ensure that all communication products comply with organizational and institutional standard guidelines.
•    Provide monthly engagement reports with key performance indicators.
•    Actively contribute to the terminal report to review project outcomes, lessons learned, and future recommendations.
•    Perform other duties as required.

FAO Standards and guidelines:

•    Liaison with OCC will be maintained, either directly or through an agreed focal point/coordinator, to ensure compliance with OCC standards, aligned messaging, and appropriate review and clearance processes.
•    All communication materials will follow FAO clearance processes and comply with FAO standards, including:
FAO Strategic Framework 2022-31: https://www.fao.org/strategic-framework/en
FAO social media policy and guidelines: https://www.fao.org/2/socialmedia
Social Media Branding Guidelines: https://openknowledge.fao.org/handle/20.500.14283/cb5044en
FAOSTYLE (https://openknowledge.fao.org/handle/20.500.14283/cb8081en)
FAO terminology http://www.fao.org/faoterm
FAO Names Of Countries https://www.fao.org/nocs/en
Story guidelines, Story template, UN map standards, FAO logo policy and related branding guidelines (available to staff).
•    Further guidance regarding FAO communications, policies and procedures can be found through the FAO intranet, OCC section.

CANDIDATES WILL BE ASSESSED AGAINST THE FOLLOWING

Minimum Requirements    

•    Minimum University degree in communication, social science, public relations, journalism or related field.
•    Proven track record with over 5 years professional relevant experience in digital communication and content production for digital platforms.
•    Working knowledge (Level C) of English and Bahasa Indonesia. A limited knowledge (Level B) of another FAO language is desirable.
•    National of Indonesia or resident in the country with a valid work permit.

FAO Core Competencies

•    Results Focus
•    Teamwork
•    Communication
•    Building Effective Relationships
•    Knowledge Sharing and Continuous Improvement

Technical/Functional Skills

•    Work experience in more than one location or area of work, particularly in field positions is desirable
•    Extent and relevance of experience in the field of communication services for prominent organizations, particularly at the international level.
•    Excellent portfolio in writing and editing skills.
•    Extent and relevance of experience in producing high-quality digital and multimedia materials for a wide variety of stakeholders and audiences.
•    Extent and relevance of experience in managing and monitoring multilingual social media channels and campaigns including knowledge of back-end technologies required.

Selection Criteria

•    Level, extent and relevance of experience with social media, social media campaigns, influencer marketing, digital marketing, monitoring and evaluation.
•    Ability to participate and work in a team under tight deadlines.
•    Demonstrated experience working in complex environments.
•    Ability to manage tight deadlines and multiple work streams.
•    Demonstrated experience in handling corporate social media accounts across multiple languages and/or local language
•    Knowledge of Adobe Creative Suite and/or design tools such as Canva is desirable.