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Audience and Engagement Editor, Billy Penn

Job Details

Hybrid - HQ - Philadelphia, PA
4 Year Degree


About WHYY

WHYY serves the Philadelphia region with trusted journalism, eye-opening storytelling and intimate local arts programming. Our curiosity and commitment to this community is what drives our programming. It’s also what drives our hiring.


Below you’ll find an employment opportunity in the fast-paced setting of the Philadelphia region’s leading public media provider. The award-winning professional staff of WHYY sets the bar high in television, radio and online. Whether it’s preparing a program to air or a behind-the-scenes role in support, all positions are vital to continuing—and growing—our impact in our community.


WHYY offers a voice to those not heard, a platform to share everyone’s stories, a foundation to empower early and lifelong learners and a trusted space for unbiased news. Learn more about our Social Responsibility Program. It’s how we live.


About the Role


Billy Penn is hiring an Audience and Engagement Editor to create strategies that amplify the unique news brand’s voice across distribution platforms not limited to social media, website and FM radio. The editor is a solid digital journalist who understands effective search engine optimization. The editor works with Billy Penn staff to optimize content published to social media and emerging digital platforms. On a daily basis, the candidate prioritizes posts to social media, contributes to newsletters and writes original stories as assigned to maximize BIlly Penn content. Duties include writing, editing and producing content that may be published across all of Billy Penn’s platforms. In addition to having optimal wordsmith skills, the Audience and Engagement Editor is adept at creating relatable written copy for development of campaigns in service to the Billy Penn audience as well as its members. Journalism can be artful and this storyteller understands how to create posts that amplify the unique Billy Penn brand on social media and in consideration of video algorithms. This editor engages with the audience by answering direct messages on social media and tests strategies to increase digital engagement of Billy Penn content. In addition, this editor develops and supports engagement efforts in real life at events or in person. The editor is familiar with digital measurement, responsible for tracking digital metrics and is capable of explaining to the team how published content performs. Experience with paid social media and digital publishing strategies is a plus and having the capability to learn is required. As we work to grow the Billy Penn brand, the Audience and Engagement Editor plays a pivotal role with innovation projects and growing the brand and audience consumption on digital, FM and emerging platforms. The candidate is a self-starter and natural collaborator that works well with the editorial team and other teams that support Billy Penn’s footprint.  



  • Ensure that Billy Penn maintains a creative and engaging presence and voice on social media platforms, including Facebook, Twitter, Instagram, LinkedIn and other designated developing digital platforms

  • Produce original news stories as assigned and other news content that supports daily journalism on digital platforms; write and/or edit content for website, social media and radio as assigned

  • Prepare content for platforms so that it meets the needs of targeted audiences on digital platforms

  • Publish and/or amplify reporter content such as audio, video, photo and/or text-based stories from wire copy, social media, staff feeds, original reporting, and network feeds

  • Copy edit staff stories as needed for publishing to the website and/or social media

  • Learn radio production including script writing and produce FM content as assigned

  • Take photos for original stories as needed and shoot/edit videos as assigned if applicable

  • Create and optimize multimedia content for newsletters and digital products

  • Identify top trending stories of the day and determine how to maximize opportunities to build content for audiences

  • Monitor feeds for relevant Philadelphia stories, such as Associated Press, PBS, NPR and other outlets to inform actionable content decisions

  • Measure reach, engagement and designated KPIs of Billy Penn content across multiple platforms

  • Research and relay industry best practices on social media platforms to achieve high levels of engagement and sharing

  • Coach colleagues on effective ways to use social media and emerging media to connect to audiences and provide best practices that grow their followings

  • Participate in ongoing, regular news department meetings and those for social media contributors to ensure brand, compliance and other consistencies

  • Work in collaboration with social media producers and digital contributors in the WHYY Newsroom, marketing and other departments to develop strategies and tactics for news content on social media platforms that support the growth and marketing of news content, as well as revenue goals

  • Work with the WHYY News staff to keep social media style guides, best practice manuals, handbooks, protocols and compliance up to date

  • Work on and develop engagement efforts that align with membership campaigns; collaborate with stakeholders in other departments on membership initiatives

  • Create targeted in real life experiences or events as membership campaigns are developed

  • Support content initiatives as developed with the Billy Penn editor and partners

  • Knowledgeable of Associated Press style

  • Attend WHYY News meetings and departmental meetings as applicable

  • Available to work nights and weekends as needed per the news cycle and scheduled events, as well as assigned holidays per the overall newsroom scheduling processes

  • Maintain a regular and predictable attendance

  • Perform other duties as assigned


Education: Bachelor’s degree in journalism, communications or related fields of study.


Experience: At least two years of professional experience producing multimedia content for distribution on social media and across digital platforms. Must demonstrate news judgment and ability to write for the website, social media platforms and radio on tight deadlines. Must be attuned to maximizing user experience across platforms and engagement of diverse audiences. Must know search engine optimization. Must have demonstrated the ability to work both alone as well as collaboratively with a team. Demonstrated understanding for how content and distribution strategies may be developed to connect with diverse audiences is a must.


Technical Skills: Knowledge of Google Analytics and a Social Media dashboard such as Sprout is needed. Multimedia production and/or photography skills are a plus. Proficiency in a web-production platform or content management system like WordPress is needed. Ability to use or learn audio editing software like Pro Tools, Hindenburg or Adobe Audition is required. The candidate understands both the technology of web and radio production and must be able to work with technical staff to further develop the website, identify best practices, and problem solve. Experience working with Photoshop, Google Docs, Twitter, Instagram, and Facebook is required.


*This position is represented by SAG-AFTRA.


*All WHYY employees are required to receive the COVID-19 vaccination. Proof will be required upon hiring.