RWE npower – Their Story after 6 Months Direct Sourcing
Over £1m saving through website applications
120% increase in website visitors
400% increase in mobile visitors
33% of visitors return
30% increase in level of website engagement
In February 2011 Adam Templeman joined RWE npower, as Head of Resourcing; the business was heavily reliant on recruitment agencies and spending millions on recruitment fees. A new strategy was required, one which would see the business implement a direct sourcing strategy, setting an objective to reduce recruitment spend by at least 50% within twelve months.
Like other large employers RWE npower had invested in a RWE npower career website which although having an eye catching design, was not attracting the quantity and quality of applicants that the business demanded. Having used an “Out of the Box” link between ATS and the website, the visitor experience was very poor and worse still, the vacancies were effectively hidden from the Google (ie 15 million active monthly job seekers).
The career site was at the heart of the candidate attraction strategy. RWE npower wanted to position themselves as the leading employer within the energy sector and the career website would be first encounter for many candidates. Whether a visitor arrived from a social media website, search engine, job board or referring site, the first experience had to relevant and engaging.
The new career website takes much from successful consumer shopping sites such as Amazon, personalising the page dependent on what a visitor is interested in. A visitor interested in a job for a marketing manager is provided with supporting content, without needing to search. Employee videos of people working in marketing, similar marketing jobs, marketing blogs and relevant marketing news all help to tell the RWE npower story. The addition of a mobile website ensures that the rapidly growing numbers of mobile job seekers using mobile devices.
Search engine optimisation has been radically improved with 4MAT’s ground breaking ATS integration, which results in vacancies and other key pages appearing on RWE npower rank page 1 of Google. Google has now ranked over 1600 pages, compared to 130 with the old site.
The results are evident.
Within 6 months RWE npower has achieved:
120% increase in website traffic
400% increase in mobile visitors
Savings in excess of £1m from website applications
Find out how your company can make similar savings by giving me a call or drop me an email.
Email david.johnston@4MAT.com
Twitter @davidjohnston1
