RWE npower

Corporate Career Websites

4MAT designs corporate career websites and is a full-service recruitment marketing agency. We are pleased to showcase the RWE npower website. To discuss how your business could benefit from our expertise contact:
David Johnston David.Johnston@4MAT.com 0207 392 1711

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.

Requirement

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

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. 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 planned, to capitalise on the growth in mobile use in vacancy search and social media. The mobile website is focused around the mobile job seeker and provides a mobile friendly interface and functionality.

Search engine optimisation results have been impressive with the career website achieving page one positions on Google within weeks of launch. This has seen individual vacancies 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.

Over 800 pages indexed
Visitor numbers up by over 10%
Vacancies ranking at number 1 in Google
Job family pages ranking on pages 1 and 2
Time on site up by 30%
Page views up by 35%
£68,000 in recruitment cost savings in first 4 weeks.

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