The First Step
As one of the ‘big six’ energy suppliers, npower face strong competition for top talent and agency costs for a concern. When npower first came to us, they were searching for a more efficient way to source talent across all levels and areas of their business. What’s more, they needed to attract, engage and convert talent in a way that reinforced their position as an employer of choice.
We created a website that delivered, 100%. After hundreds of surveys, interviews and consultations, we liaised with their communications team and branding agency to design the perfect solution.
Delivering the First Step
4MAT created an innovative, easy-to-use website designed to cater for npower’s variety of audiences. It contained a tailored workflow that drove candidates into registering and applying for jobs. Our unique software ensured easy website administration of content, SEO, emails, candidates and vacancies. Moreover, every job was indexed by Google, not hidden by the ATS. Jobs could be shared via social media, whilst their Facebook page included live job search and apply functionalities.
After 12 months with 4MAT, website visitors trebled, application conversion rates increased to 15% and hires via the website saved the business £2.4 million in agency fees and a further £200,000 in job board spend.
Prior to npower’s new strategy, 98% of placements were made via recruitment agencies. Afterwards, over 80% were made directly. The number of visitors from non-branded search phrases doubled to 46% and npower ranked 30 pages higher in Google. Since the site’s launch, npower rose almost 100 places in the Guardian’s UK 300 most popular graduate employers.
The New Brief
In 2014, npower returned to 4MAT having undergone an extensive rebranding project. The website needed to be overhauled to reflect the new brand values, offer greater accessibility and boost the presence of npower’s leading members of its Employee Proposition.
4MAT created new wireframes to showcase npower’s people, whilst maintaining the simple workflows that made the previous website build so accessible for its visitors. The entire website has been simplified and navigation is highly intuitive to enable a seamless user experience. All relevant content can now be found quickly and effortlessly. The blogs were given a visual overhaul to drive engagement and bring the experience in line with the rest of the site.
In light of the new brand, the previously content marketing strategy was revised in order to bring it in line with npower’s overarching message. 4MAT also began consulting on and delivering a highly targeted social media marketing strategy, in response to the ongoing rise of social media in recruitment best practice.
npowerjobs.com is now a more modern-looking website compared to its previous iteration. It appears more expansive, despite no changes being made to the website dimensions.
The revamped, intuitive user experience means that the risk of losing candidates whilst on the site has been minimised – complemented by the visually engaging content pages and well-placed call to actions on every page.
Blog views have more than doubled, while the number of conversions (applications, registrations, CVs) following reading npower’s blogs has risen by 54% – well into the thousands.
The traffic gained via social media has risen by 163%, while the number of candidate conversions assisted by social media has risen by 82%. Engagement across all social channels are up, not only providing npower with a new source of candidates but an excellent medium to bring their brand to life.
Overall, 85% of npower’s applications come via the careers website, delivering a significant reduction in cost-of-hire for a 10,000 strong employer.
“The career site is a key part of the npower strategy. We chose 4MAT due to their in depth knowledge and experience within the recruitment sector. Their understanding of the candidate experience and the user journey mixes scientific research with design and has resulted in a career website which has been designed around the visitor.
“We are extremely pleased with the new npower career website and with the overall project management, which resulted in the website going live on the original scheduled date.”
Head of Resourcing at npower
“The career site is a key part of the npower recruitment strategy and is always one of our top sourcing channels for candidates. For this reason, it's always a priority for us to keep the website up to date with new, fresh and exciting content.
“We chose to work with 4MAT again for the redesign of npowerjobs as the work they did on the original site was outstanding. I've worked with 4MAT for just over a year now whilst in this role and have always found them extremely efficient, easy to work with and the project management faultless.
“Nothing is too much trouble, which is why our website went live on time and the look and feel of the new site is exactly what we wanted.”
Resourcing Specialist at npower