The UK Government has discreetly advertised a six-figure position not for a policy specialist or immigration officer, but for a communications director tasked primarily with convincing the public that Labour is addressing immigration. This role emphasizes brand management over border enforcement.
TL;DR
- UK Government seeks communications director for $120K role on immigration messaging.
- The position focuses on public perception and brand management, not border enforcement.
- The appointee faces challenges due to rising migrant numbers and public criticism.
- Critics view the role as a PR tactic and potential misuse of public funds.
According to the job advertisement that appeared two weeks ago on LinkedIn, the Deputy Director Migration Communications position is crucial for “keeping the streets safe and borders secure.”
The position offers up to $120,000 (£91,000) and requires the individual to assist “the department to spot and mitigate risks and deliver attitude and behaviour change that ultimately supports the security and economic prosperity of the UK.”
In addition to a substantial employer pension contribution of 28.97%, the chosen applicant must demonstrate proficiency in managing emergencies, advising government officials, and fostering behavioral shifts within a challenging, contentious, and critical public service domain.
A significant and debated task lies ahead for the government's recent appointee.
From brands to the ultra-wealthy, creators of narratives continue to be sought after, even with recent reports suggesting AI will replace all marketing and copywriting occupations.
A central point that any individual appointed to manage migration communications must emphasize is the administration's commitment to decreasing the population of undocumented migrants, a group that includes those making perilous journeys across the Channel in small vessels.
They'll face a significant challenge. According to The Telegraph, over a thousand migrants disembarked from 15 small vessels in one day last week, bringing this year's cumulative count to 35,476, a 33% increase compared to the same timeframe in 2024. This rate is comparable to the unprecedented numbers seen in 2022, when approximately 45,000 individuals traversed the Channel under the Conservative administration.
A source from The Home Office emphasized to The Telegraph that this role wasn't a new one, and its advertisement was due to a staff transition, not a shift in strategy. Nevertheless, within the report, the Conservatives have raised doubts about the position's actual impact, implying the recent appointment is a public relations maneuver.
“Instead of stopping illegal immigration they are hiring people to try cover it up,” Shadow Home Secretary Chris Philp said.
The chosen individual will also need to pass public scrutiny. A number of social media users swiftly criticized the job advertisement, deeming it a misuse of public funds and governmental “propaganda.”
“In other words to create misinformation as ‘truth’ and calm you down,” one person wrote on X.
“Instead of fixing an issue they’d rather spend £90k to gaslight you into believing they’ve fixed it,” another added.