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This role will be based in Blackpool, Leeds, London, Manchester, Newcastle or Sheffield. Please find further information on the Corporate hub locations here.

Content designers meet users’ needs with content. They help people complete essential tasks.

The core purpose of a content designer is:

  • to understand user needs and design content around those needs.
  • to develop and implement content strategy to improve user experience while also meeting the department’s objectives.

We’re looking for two Lead Content Designers to help shape the way we design content for millions of users.

As a Lead Content Designer in the Common Customer Experience team, you’ll be setting strategies to make sure content is joined up and meets users’ holistic needs across multiple user journeys.

As a Lead Content Designer in the Health team, you’ll support content designers across several services, providing advice, advocacy and coaching, and assuring content design quality.

In both roles, you’ll be working closely with multidisciplinary service teams, senior leaders and other content experts across government to help people find out where to go and what to do to get the financial support they need.

A Lead Content Designer is an expert practitioner with experience of large-scale and complex content projects. They assure the quality of content design across teams and its alignment to departmental goals. Using research, data and other evidence, they translate user needs into content strategy across digital and non-digital services.

A Lead Content Designer works closely with service managers, programme directors and other senior stakeholders to help to resource teams, resolve problems and develop future strategy. They are an advocate for best practices in content design, lead on cross-government content projects and keep up to date with industry changes. They help to shape content career paths and may manage senior content designers.

Putting users' needs at the heart of their work, a Lead Content Designer makes people's interactions with the government as simple and speedy as possible.


Essential Criteria

  • You have a proven track record of working from a digital perspective, including iterating content design for complex situations and difficult or technical problems and processes.
  • You have exemplary spelling and grammar and have substantial experience of writing and editing using a style guide and plain English.
  • You are able to demonstrate experience of engaging multidisciplinary teams with a user-centred content design process and of explaining design decisions in a way that other people understand.
  • You have substantial experience of putting forward the case for content design to senior stakeholders, policy colleagues and product owners, and have led workshops with a focus on a user-centred content design approach.
  • You have substantial experience in using user research and data to make content design decisions.
  • You have taken the lead in setting content priorities across a number of work areas.
  • You have experience consulting regularly with senior stakeholders to provide analysis and recommendations.
  • You have demonstrable experience of understanding how your work fits into a wider context, and of recognising and addressing challenges.
  • You are able to manage other people’s work, including planning work and checking it to make sure it’s consistent and appropriate across products and services.
  • The responsibilities are outlined in the job description above.

If you would like to learn more about the role, please contact

The Department is committed to promoting flexible ways of working, whilst enabling the business to operate at maximum efficiency and will expect colleagues to work from a blend of locations, including some time working at home, as required. The corporate hub location will be the designated place of work and any remote or home working arrangement does not constitute a change to your designated place of work or contractual Terms and Conditions. Please be aware that this role can only be worked in the UK and not overseas.

This job role may be suitable for hybrid working, which is where an employee works part of the week in their DWP office and part of the week from home. This is a voluntary, non-contractual arrangement and your office will be your contractual place of work. The number of days that anyone will be able to work at home will be determined primarily by business need but personal circumstances and other relevant circumstances will also be taken into account. If you are successful, any opportunities for hybrid working, including whether a hybrid working arrangement is suitable for you, will be discussed with you prior to you taking up your post.


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

  • Changing and Improving
  • Communicating and Influencing
  • Making Effective Decisions
  • Seeing the Big Picture
  • Working Together


  • Learning and development tailored to your role
  • An environment with flexible working options
  • A culture encouraging inclusion and diversity
  • An employer pension contribution of up to 27%
  • A generous annual leave allowance

Salary Information

  • National: ÂŁ60,740 - ÂŁ72,933
  • London: ÂŁ66,252 - ÂŁ78,765

Our offer to successful candidates will be based on an assessment of your skills and experience as demonstrated at interview.

Existing Civil Servants who secure a new role on lateral transfer should maintain their current salary.

Existing Civil Servants who gain promotion may move to the bottom of the next grade pay scale or 10% increase in salary whichever would be the greater.

Things you need to know


  • 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 Behaviours and Experience.

Stage 1: Application

Your application will consist of three parts:

  1. A Personal Details application form.
  2. Your employment history detailing your responsibilities, skills, accomplishments, plus your qualifications and relevant training. Please copy this information into the box field provided. This should show us that you:
  • have substantial experience of putting forward the case for content design to senior stakeholders, policy colleagues and product owners, and have led workshops with a focus on a user-centred content design approach.
  • have substantial experience of using user research and data to make content design decisions.
  • have taken the lead in setting content priorities across a number of work areas.
  • have experience of consulting regularly with senior stakeholders to provide analysis and recommendations.
  • have demonstrable experience of understanding how your work fits into a wider context, and of recognising and addressing challenges.
  1. Personal Statement: Technical content design exercise - details of the exercise are included in the Statement of Suitability section in the application form. There is a 1250 word limit. This will test the technical skill user-centred content design.

The sift panel will use the information in your employment history and personal statement to assess your experience, skills and knowledge against the essential criteria above.

For hints and tips on completing your application visit our blog Getting Hired at DWP Digital.

Throughout the whole recruitment process – application and interview – the accuracy and clarity of your communication will be assessed.

Applications will be sifted at regular intervals from the date the posts are advertised. Please apply as soon as you can, do not wait until the end of the campaign.

Important Information

  • You will be asked to complete your employment history any information that you would customarily share on a CV should therefore be entered onto the application form.
  • Personal details that could be used to identify you including your name, contact details and address must be removed for your application to be considered.
  • Please do not include any personal details in your document title.
  • If your employment history and personal statement contains any personal details your application will be withdrawn.

Stage 2: Interview

If you’re successful at sift stage you will be invited to a video interview via Microsoft Teams. There, you will be assessed against the following behaviours.

  • Communicating and Influencing
  • Changing and Improving
  • Making Effective Decisions
  • Seeing the Big Picture
  • Working Together

You will be asked to do a short (5 -10 minutes) presentation on a specific topic. Further details will be provided to candidates invited to interview.

Interviews will take place in early February.

Sift and interview dates to be confirmed.

Other information

  • A reserve list may be held for a period of 6 months from which further appointments can be made.
  • Reserve list candidates will be posted in merit order by location.

Further Information

Any move to DWP 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

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

Reasonable Adjustment

If a person with disabilities is put at a substantial disadvantage compared to a non-disabled person, we have a duty to make reasonable changes to our processes.

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.

If successful and transferring from another Government Department a criminal record check may be carried out.

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.

Before applying for this vacancy, current employees of DWP should check whether a successful application would result in changes to their terms & conditions of employment, e.g. mobility, pay, allowances. Civil Servants that would transfer into DWP from other government organisations, following successful application, will assume DWP's terms & conditions of employment current on the day they are posted, unless DWP has stated otherwise in writing.

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.

Apply and further information

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:

Recruitment team:

Further information

Appointment to the Civil Service is governed by the Civil Service Commission’s Recruitment Principles. If you feel your application has not been treated in accordance with these principles and you wish to make a complaint, you should in the first instance contact DWP by email: HR.BUSINESSASSURANCE@DWP.GOV.UK. If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission here to visit Civil Service Commission


Success-Profiles-Candidate-Overview (pdf, 635kB)

Terms and Conditions (docx, 16kB)

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