Social Media Manager (M/F) | Rabat (Morocco)

Company culture :

Hôpital UIR – International University Hospital of Rabat operates within a predominantly collaborative culture, where people, trust, and teamwork are central to daily practices. The hospital promotes a close and supportive management style focused on empowerment, guidance, and collective commitment. This collaborative foundation is reinforced by a strong innovation dimension, encouraging initiative, experimentation, and continuous improvement. It is supported by structured processes ensuring reliability and efficiency, while competitive dynamics play a clearly secondary role.

Job :

We are looking for an experienced and rigorous Social Media Manager to join our Communication and Public Relations Department at UIR Hospital.

The position is not about repeating the same content everywhere, but about understanding and using the specific codes, algorithms, and practices of each network to produce content that truly performs while respecting the rigor and trust required in a hospital environment.

The Social Media Manager will manage UIR Hospital's daily presence on social media and its digital acquisition channels. They will be responsible for the institution's narrative on these platforms: editorial line, content production, community management and moderation, and digital campaign management, in line with the brand platform defined by the Communication Department.

The position requires a strong understanding of UIR Hospital's identity and values, significant operational autonomy, and continuous monitoring of social media practices, codes, and trends.

Responsibilities:

1. Editorial Strategy & Platform-Specific Codes Mastery

• Define a differentiated editorial line for each platform (Instagram, Facebook, LinkedIn, YouTube, etc.), adapted to the specific codes, formats, and uses of each.
• Develop and manage the editorial calendar, aligned with the expansion strategy and key events of UIR Hospital, in French, Arabic, and Darija.
• Understand the recommendation logic and engagement mechanics specific to each platform to maximize the organic reach of content.
• Manage communities daily: publishing, moderation, responses, and e-reputation monitoring.
• Ensure compliance with graphic codes and platform-specific codes in all produced content.

2. Content Production

• Design and produce visuals independently using professional tools (Adobe Photoshop, Illustrator, InDesign, or Figma). Canva can be a supplement but does not replace these tools.
• Carry out photo and video shoots for all platforms (website, social media, internal materials, employer brand): framing, lighting, sound, storytelling adapted to the native codes of each platform, and perform editing and retouching independently (CapCut, Premiere Pro).
• Write scripts and prepare shoots (doctor portraits, podcasts, institutional capsules, testimonials, etc.), in coordination with external providers, and act as the technical liaison between the Communication Department and the shooting teams.
• Build and manage an institutional photo/video library (the "content fridge") for reactive use throughout the year.

3. Digital Marketing & Performance

• Manage digital campaigns (social ads, paid media, SEA) and acquisition, engagement, and loyalty levers.
• Adapt advertising formats to the specifics of each platform (Reels Ads, Stories Ads, Sponsored LinkedIn, etc.) rather than using a single format.
• Track key performance indicators (reach, engagement, conversions) and produce regular reports.
• Contribute to crisis management on digital channels.

4. Monitoring & Trend Mastery

• Conduct continuous and active monitoring of trends, emerging formats, and social platform evolution, including on channels where UIR Hospital is not yet present.
• Continuously follow the evolution of algorithms and best practices per platform, beyond superficial trends.
• Identify and test new formats, tools, and uses, including AI-assisted creation tools.
• Conduct competitive analysis of health/hospital communication, both in Morocco and internationally.

Required profile :

Education:

• Master's degree (Bac+5) in Marketing, Communication, Digital Communication, or equivalent degree.

Experience:

• Proven experience of at least 3 to 5 years in social media management, in a demanding context (agency, strong brand, or environment with high reputational sensitivity), with regular and practical experience in content production (visuals and video). A true mastery of the codes, formats, and mechanics specific to each platform, beyond general community management skills, is essential.

Required Professional Qualities:

• Fine mastery of the native codes and formats of each social network (Reels, Stories, LinkedIn, etc.) and understanding of the algorithmic logic and virality mechanics specific to each platform.
• Active and continuous monitoring of trends and new uses. You identify what is emerging before it becomes mainstream.
• Bilingual French / Dialectal Arabic essential: excellent written and oral communication skills in both languages.
• Proficiency in professional creation tools (Adobe Photoshop, Illustrator, InDesign, Figma). Canva alone is not sufficient for this position.
• Solid knowledge of smartphone shooting (framing, lighting, sound) and editing (CapCut; Premiere Pro appreciated).
• Proficiency in social media management, scheduling, and analytics tools (Meta Business Suite, LinkedIn Campaign Manager, planning and reporting tools).
• Knowledge of digital marketing levers: social ads, paid media, SEA, awareness and engagement campaigns.
• Excellent writing skills and creativity, with a strong sense for brand storytelling.
• Strong affinity for social media and up-to-date digital culture.
• High standards and critical thinking regarding content quality before publication.
• Creativity and ability to transform a need into a clear, relevant, and actionable concept.
• Attention to detail, rigor, and sensitivity to brand image.
• Curiosity, agility, and ability to quickly adopt new uses and technologies, particularly those related to digital and Artificial Intelligence.
• Autonomy and responsiveness, with a team spirit and good interpersonal skills.
• Particular sensitivity to the healthcare sector, with the rigor and discretion required for communication on medical topics.