Overview
RWE npower, an integrated energy company, offers a diverse number of roles across its businesses in power stations, contact centres, offices and customer facing teams, as well as Graduate and Apprentice training schemes. RWE npower have worked with 4MAT since 2011.
Strategically the business is moving towards a direct hire model and the new career and graduate websites will play a key role in supporting this.
The existing career website was a traditional online brochure design integrated with their TalentLink applicant tracking system (ATS) using the out of the box vacancy search and application portal. The site was an eye catching design, but it was not capturing the quality or quantity of traffic that the business demanded. In particular the ATS application process was not seamless and intuitive and the candidate experience was disjointed and not engaging users. The ATS wasn’t optimised from an SEO perspective nor did it follow RWE npower branding.
Solution
Consumer focussed e-commerce sites such as Amazon provided a model for the career website with enhanced candidate experience. Controlling where a visitor lands and what content is displayed is critical to visitor engagement and the aim of engagement is to convert visitors into candidates by applying for a vacancy or joining the talent community.
4MAT’s recruitment website platform DV3 is used to manage this content with an advanced ATS integration. By tagging content by job family, location, type of role and salary, the career website is able to dynamically display relevant information, which creates further interest helping the visitor decide that they want to join RWE npower and apply for a vacancy.
A visitor who lands on a vacancy from Google or via a sharing link on a social networking site, such as Facebook or LinkedIn, will be automatically provided with additional supporting content, such as links to the latest marketing blog, an employee video and other similar vacancies. This approach is similar to that used by ecommerce sites and greatly improves the candidate experience and conversion rates.
RWE npower’s branding team and 4MAT worked closely to create a website which was not only creatively inspiring, but was designed around the visitor.4MAT surveyed recent RWE npower employees to understand what information was important which enabled the information to be categorised in terms of what is critical to users.
Result
£1 million saved in the first six months of the website going live through website job applications. This demonstrates the success of RWE npower’s direct hire strategy with a career website as an essential asset. The final career website is actually two, with a graduate recruitment website mirroring the functionality.
www.npowerjobs.com
www.npowerjobs.com/graduates
Both websites are designed around their respective visitors and the information they require. The result is that on average 33% of visitors are returning to the site and there has been a 30% increase in level of website engagement. Candidates apply directly into Talentlink without any noticeable change to their experience and the integration retains all of the benefits of an integrated ATS, but without the loss of search engine optimisation associated with the traditional ATS web portal.
A mobile career website is plannedhas been launched, to capitalise on the growth in mobile use in vacancy search and social media. This has generated a 400% increase in mobile visitors in the 3 months after launch. The mobile website is focused around the mobile job seeker and provides a mobile friendly interface and functionality.
Twelve months after launch Google has ranked over 2200 pages, compared to 130 with the old site. Search engine optimisation results have been impressive with the career website achieving page one positions on Google within weeks of launch. This hasIndividual seen individual vacancies vacancies are appearing on page one for job title searches. Job seekers searching on Google for job families such as “energy sales jobs” are finding the relevant npower pages high in the Google results.
- £1.8 million saved to date in 2012
- 400% increase in mobile visitors in the 3 months after launch
- Google has ranked over 2200 pages
- Monthly visitors have doubled
- 50% of search engine visitors land on a vacancy or job family landing page
- 45% of search engine visitors do not use npower in their search criteria (previous site under 15%)
- 30% increase in level of website engagement
- 33% of visitors are returning to the site
- Job family pages ranking on pages 1 and 2
Testimonial
“The career site is a key part of the RWE npower strategy to move to a direct resourcing model. 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 RWE npower career website and with the overall project management, which resulted in the website going live on the original scheduled date.”Adam Templeman, Head of Resourcing at RWE npower.
Interested what we’ve done with RWE npower and achieving measurable results for your company? Contact David Johnston and discuss how we can help.
David.Johnston@4MAT.com 0207 392 1711
Who delivered the project
