Senior Content Designer

HM Revenue and Customs

Apply before 11:55 pm on Tuesday 4th October 2022



Reference number



£52,598 - £59,294


Grade 7

Contract type


Business area

HMRC - CDIO - CIO Customer Services Group

Type of role

Information Technology

Working pattern

Flexible working, Full-time, Job share, Part-time, Compressed Hours

Number of posts



Leeds, Manchester, Newcastle-upon-Tyne


At HMRC we are committed to creating a great place to work for all our colleagues; an inclusive and respectful environment that reflects the diversity of the society we serve.

We want to maximise the potential of everyone who chooses to work for us and we offer a range of flexible working patterns and support to make a fulfilling career at HMRC accessible to you.

Diverse perspectives and experiences are critical to our success and we welcome applications from all people from all backgrounds with the experience and skills needed to perform this role.

HMRC is one of the largest organisations in the UK and the biggest digital operation in Government. Our digital business runs the IT behind tax and benefits services for 45 million individual and 5 million business customers.

We’re making HMRC services and information simpler, clearer and faster for individuals and businesses. To do that, we need content designers who will help us design end-to-end services based on user needs.

A vacancy has become available for the role of Senior Content Designer within digital engagement in CDIO Customer Services Group (CSG) focusing on digital account self-service, Virtual Assistant and webchat delivery.

The team:

  • The team are responsible for the prioritisation, design and delivery of new, enhanced digital support tools, helping customers to engage with HMRC digitally and supporting the HMRC ‘digital first’ ambition
  • The role of Senior Content Designer will be integral in the seamless delivery of a first-class digital contact capability, supporting on the design and delivery of core tax account, webchat, asynchronous messaging & Virtual Assistant products and services

Job description

We are looking for an experienced Senior Content Designer to join our existing and highly motivated teams, delivering business and user centred design change, coordinating multiple strands of deliveries whilst improving existing working practices across the DEP.

The successful candidate will have significant experience designing content within digital services, liaising with external product suppliers and a solid track record of delivering high-quality digital content.

You will also have significant experience balancing priorities across multiple teams and support delivery and resourcing activities across Digital Services, including the Personal and Business Tax Accounts.

You will also be credible, influential and a supportive team-player.

  • You will be self-motivated, a confident communicator with strong interpersonal skills with a proven commitment to continuous improvement in self and others.
  • This is an exciting opportunity suited to someone who is proactive, enthusiastic and looking for a role in a dynamic, fast-paced and Agile environment.


As a Senior Content Designer, you’ll work alongside other user-centred design professionals and senior policy and process experts. Your role will be to design inclusive and accessible guidance that is part of end-to-end services across HMRC and government.

You’ll be a passionate advocate for clear, jargon-free content, and be persuasive and collaborative with a wide range of stakeholders. You will mentor and train other content designers, supporting the growth and development of the content design team.

As a Senior Content Designer, you will:

  • Line manage, support and mentor content designers - providing them with guidance, support, constructive feedback and design direction
  • Provide design leadership and hands-on content design for complex projects and portfolios of work
  • Use best practice and standards to write usable and accessible guidance, consistent with the rest of government and HMRC
  • Develop and feed into content strategies to inform end-to-end journeys
  • Work with user researchers to gain a deep understanding of user needs and how to meet them
  • Map user journeys and processes
  • Collaborate with a multidisciplinary team on large, complex services by facilitating the design process, participating in research activities, workshops and communicating design decisions to the team and stakeholders
  • Be an expert in content design; provide leadership, mentoring and coaching within the design community

You will also be expected to:

  • Establish fact check, peer review and critique processes within teams - and take the lead on delivering them
  • Actively participate in the HMRC and cross-government design communities, both digitally and face-to-face
  • Proactively seek new learning opportunities and look to continually improve by gaining feedback from your peers and the business

Essential technical skills and expertise

You will have a demonstrable passion for content design and have proven experience in:

  • Coaching and mentoring other content designers, growing skills, and providing constructive feedback on work
  • Extensive experience of writing for the web, with proven ability to create content that is accessible and usable, including demonstrable experience in
  • Designing interactive content products like tools, calculators or transactional services
  • Developing content for online guidance or transactions
  • Experience of journey mapping and needs analysis - being able to take existing content and identify gaps and overlaps
  • Working with style guidelines
  • Solid understanding of user research methods and practice, with proven experience using metrics and user feedback to inform content design
  • Talking about your design decisions and approach to stakeholders of various levels, and convincing them that user needs, and a user-centred approach are the right way to design content and guidance
  • Leading workshops and discussions to facilitate the design of guidance through collaboration with other professions


A degree in a relevant subject or equivalent background from industry experience is expected


"A degree in a relevant subject or equivalent background from industry experience is expected"

Technical skills

We'll assess you against these technical skills during the selection process:

  • User-centred Content Design
  • User Focus
  • Strategic Thinking
• Learning and development tailored to your role.

• An environment with flexible working options.

• A culture encouraging inclusion and diversity.

• A Civil Service pension.

Team members that are moving offices as a result of the Locations Programme will be entitled to a Moves Adjustment Payment for three years where they incur additional costs. This is calculated based on the difference between the costs of travelling to and from the new and old office, over a weekly period. You will get more detail on this as part of targeted locations move communications.

Find more about HMRC benefits in 'Your little extras booklet' for further information or visit Thinking of joining the Civil Service


Successful candidates must pass a disclosure and barring security check.
People working with government assets must complete basic personnel security standard checks.

Selection process details

This vacancy is using Success Profiles, and will assess your Experience and Technical skills.

As part of the application process you’ll need to provide:

  • Your CV including your employment history. (Your CV is all about summarising your skills, knowledge and experience.)
  • Your Personal Statement (maximum 1000 words) giving examples of when you met the core technical skills for this role, referring to the Essential Criteria listed within the responsibilities section of the advert

Within the sift process, applications are anonymised. Please ensure that your Personal Statement does not have any personal information that would undermine anonymity (this includes link URLs that have an identifiable person’s name).

Following the closing date, a sift based on your CV and personal statement will be conducted.

If you are successful at this stage you will be invited to an interview.

We will ask you to complete a design exercise before the interview which you will then present back. During the interview we will also ask questions that let you demonstrate your experience and technical skills relevant to the role. This will be communicated when the Sift Results Go Live.

Desirable criteria will only be used in the event of a tie.

Sift and interview dates to be confirmed.

Please take extra care to tick the correct boxes in the eligibility sections of your application form. We understand mistakes sometimes happen but if you contact us later than two working days (Monday-Friday) before the vacancy closes, we will not be able to reopen your application for you. The inbox to contact is: Use subject line to insert appropriate wording eg Please re-open my application - 237671 & vacancy closing date 04/10/2022

Security Update

If you are successful and transferring from another Government Department, we will carry out a check of your identity, nationality, and immigration status (including the right to work in the UK) and a criminal record check before confirming your appointment.

Successful candidates must pass a Disclosure and Barring Security Check. Please note that HMRC have an exemption under the Rehabilitation of Offenders Act 1974, which enables us to make enquiries about both unspent and spent convictions.

In order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service on your behalf. However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing stating the job reference number in the subject heading.

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment.

A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

HMRC transformation

HM Revenue and Customs is currently going through an exciting ten-year transformation programme to create a tax authority fit for the future. As part of this, we are committed to providing high-quality jobs and giving employees a great place to work, whichever location you work from.

HM Revenue and Customs has made significant progress with its plans to locate in 13 large, modern, flexible offices, equipped with high-speed digital infrastructure supporting improved customer service and compliance activity. These collaborative workspaces will enable smarter working and great training and development facilities, allowing for the sharing of expertise, local training, promotion, and provide great ongoing career development opportunities.

These offices will be located in central locations in the following towns and cities close to accessible transport links: Glasgow, Edinburgh, Belfast, Newcastle, Leeds, Liverpool, Manchester, Nottingham, Birmingham, Bristol, Cardiff, Croydon and Stratford.

In addition, there will also be a small number of specialist sites where the work cannot be done anywhere else, in Gartcosh (near Glasgow), Telford, Ipswich, Worthing and Dover, as well as our headquarters in central London. What’s more, our Welsh language service has people located in Porthmadog, as well as Cardiff.

We are letting you know about our future plans because if you are recruited into an office that is not one of these locations, you will be expected, subject to HM Revenue and Customs applicable policies, to move to one of these locations in the future. In some cases, this will be via one of our nine transitional sites.

For more information please contact the vacancy holder.

Terms and Conditions

We really hope you decide to apply for this role. If you’re successful you need to know that in February 2021 members of recognised trade unions (ARC and PCS) voted to approve a pay and contract reform offer. This means that HMRC will adopt new terms and conditions for all colleagues as part of a multi-year pay deal and contract offer, the pay deal period is 01 June 2020 – 31st May 2023 and terms and conditions changes take place from the 01 June 2021 onwards. These terms will apply to colleagues who already work in HMRC and if you join us, it will apply to you too. We’ve put together a summary of the key changes that will be made and you can find this attached to the Job Advert.


If you are currently working for an OGD and would like to consider the impact on your pay when joining HMRC, please see the attached document "Pay on Transfer from OGD" for further information. (Please note the attached document could also be called “Combined T&C and OGD Pay English”)

New entrants are expected to join on the minimum of the pay band.

Further Information

Customer facing roles in HMRC require the ability to converse at ease with members of the public and provide advice in accurate spoken English and/or Welsh where required. Where this is an essential requirement this will be tested as part of the selection process.

A reserve list may be held for a period of 12 months from which further appointments can be made.

Any move to HMRC from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare. Determine your eligibility here

HMRC welcomes applications from those who need to work a more flexible arrangement and will agree to requests where possible, taking into account our operational and customer service needs. We can’t guarantee that we can meet all requests to work flexibly, as agreement will be subject to business ability to accommodate, and any request to work a more flexible arrangement should be made prior to your acceptance of the provisional offer.

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.

Important information for existing HMRC contractual homeworkers:

This role may be suitable for existing HMRC employees who are contractual homeworkers. Occasional attendance to the office will be required where there is a business need, so please take into account the advertised office locations for this role when submitting an application and only select locations from the ‘location preferences’ section that you are able to travel to.

Reasonable adjustment

We want to make sure no one is put at a disadvantage during our recruitment process because of a disability, condition or impairment. To assist you with this, we will reduce or remove any barriers where possible and provide additional support where appropriate. Please see our Disability Matters: How we can support you during our selection process booklet for more details.

If you need a change to be made so that you can make your application, you should:

Contact Government Recruitment Service via as soon as possible before the closing date to discuss your needs.
Complete the “Assistance required” section in the “Additional requirements” page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

Feedback will only be provided if you attend an interview or assessment.

Nationality requirements

This job is broadly open to the following groups:

  • UK nationals
  • nationals of Commonwealth countries who have the right to work in the UK
  • nationals of the Republic of Ireland
  • nationals from the EU, EEA or Switzerland with settled or pre-settled status or who apply for either status by the deadline of the European Union Settlement Scheme (EUSS)
  • relevant EU, EEA, Swiss or Turkish nationals working in the Civil Service
  • relevant EU, EEA, Swiss or Turkish nationals who have built up the right to work in the Civil Service
  • certain family members of the relevant EU, EEA, Swiss or Turkish nationals
Further information on nationality requirements

Working for the Civil Service

The Civil Service Code sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles.
The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria.
The Civil Service also offers a Redeployment Interview Scheme to civil servants who are at risk of redundancy, and who meet the minimum requirements for the advertised vacancy.
This vacancy is part of the Great Place to Work for Veterans initiative.
Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants

Job contact :

  • Name : Lynsey Preen
  • Email :
  • Telephone : 07870 865 459

Recruitment team :

  • Email :

Further information

Appointment to the Civil Service is governed by the Civil Service Commission’s Recruitment Principles. You have the right to complain if you feel a department has breached the requirement of the Recruitment Principles. In the first instance, you should raise the matter directly with the department concerned via If you are not satisfied with the response, you may bring your complaint to the Commission. For further information on bringing a complaint to the Civil Service Commission please visit their web pages: Click here

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