How Energy Company RWE npower Recruits with Social Media [Case Study]

“We don’t use social media as something we should be doing because other companies are doing it, we see it as here, now and today – it is an integrated, integral part of our recruitment strategy”

RWE npower is a leading integrated UK energy company and is part of the German RWE Group, one of Europe’s leading electricity and gas companies. The company is using social media in its recruiting and employer branding processes and have had a great success story doing it.

Career Page, Facebook & YouTube

npower’s career website is the main hub from which everyone can connect with the company, search for jobs and get the latest news from the career blog.

It is from the career website that the strategy starts in terms of online recruitment and employer branding. All positions available are posted on the website, and as npower is organising interesting challenges for their communities, the blog is also an important part of the strategy.

The company chose to use Facebook as an important part of its attraction strategy. Targeted Facebook adverts have been set up and the “Future Leaders Challenge” is promoted on it as well. Npower are offering the opportunity to students to win a dog sledding trip in the North Pole. Great stories from previous adventures are available in picture and video!

The challenge for the students is to find and manage a project that will get people in their community to live more sustainably. The finalists (8 teams of 4 students) are then asked to put their projects into practice and the winning team goes on an Arctic expedition! The Facebook page is the hub they use to coordinate, promote and engage with everyone wanting to be involved in the project.

Having run the project before, the YouTube channel is also an important strategic point in the strategy: videos of previous winning teams are of course available. Many categories can be found on the channel, from adverts to careers and how tos, the many videos are very well organised.

Twitter: not a job board

Though the “Job of the Week” is tweeted from the account, npower doesn’t use Twitter as a job board. This channel is used to share content, support the employer brand awareness and drive traffic to the career hub. Recruiters use it as a unique channel and it’s a main direct communication tool for the company. It seems impotant to differenciate Twitter from a job board: content relevant to candidates and the industry are good examples of what to share.


Hiring managers share vacancies on their LinkedIn network. Once again, consistency is important in terms of content shared. As LinkedIn is a more professional network, it is a great platform to check jobs, and put a face on the recruiters’ names.


npower’s journey on social media is a success story in terms of numbers, engagement and brand awareness.

  • Career hub traffic has increased: from 18,000 visits 45,000
  • 33% returning visitors
  • Higher level of engagement
  • Direct hiring has increased
  • RWE npower developed a more integrated social media presence
  • 1st 1/4 saving of 630k

What we can learn from npower’s success

  • Take it in bite sized chucks
  • Get the business to invest in other areas and piggy back
  • Don’t rely on it
  • Use your own staff as ambassadors, use their networks
  • Ask what the users want!
  • Use it to support integrated recruitment channels, not in isolation
  • Remember, social media is trend led, we can’t influence the trend

Thanks to Adam Templeman, Head of Resourcing at npower, for his information and help!

Related: How a Cosmetics Company Uses Social Media to Recruit [Case Study].

  • David Johnston

    Great write up Marion and I think the journey that RWE npower has been on is a great example of how companies can manage this, but taking everything in bite sized chunks. It also shows how important the career website can be in the overall candidate attraction strategy.

    One of the key factors which helps continue the user experience and help continue the engagement is the the personalisation we have within the platform. Essentially this creates the Amazon experience and means that when visitors arrive on the website, relevant content is always displayed. Whether the visitor is looking at a job or blog, the supporting content such as videos, other blogs, similar jobs etc is always relevant to the main content. It also helps potential applicants to understand the stories that make RWE npower the employer they are.

    Its not so much a Career Website, but a recruitment marketing platform, managing all the content, channels and SEO. All of which have improved the visitor traffic and quality of applicants. For example Google now has over 1600 pages indexed, compared to the old site which had around 130. We’re still on the journey, but its been a great start

  • Mike Sandiford

    Great article and the thing that stands out the most for me is a business not just firing everything to an ATS system and using that to manage success of hiring. The frustrating thing I come across talking to businesses looking to use Social Media is they want to take candidates from a Social environment to filling in forms straight away.
    Im sure the whole journey has taken time with RWE Npower however nice to see a business thinking about what a candidate would want and giving them the information needed. I have been to a number of events and discussions about “The Candidate experience” and in my opinion this ticks the box by actually engaging with candidates when needed to provide information about their jobs, business and people working there.