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 employer branding processes and have had a great success story doing it.
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. We like the fact that the blog tells stories about what it’s like to work as and account manager, digital graduate etc with relevant job postings appearing for positions related to the blog post. This is similar to Deloitte, who get most of their applications through their career blog.
The company chose to use Facebook as an important part of its attraction strategy. The page posts interesting updates from charity runs, team events and company culture in general. They also use Facebook to push the career blog posts, which is a lot better than using the feed to push out jobs.
The page has less than a thousand followers which is surprising, given that the company has over 10,000 employees. We would recommend they encouraged every npower employee to at least like the page and use the power of employee advocacy so that the updates from the page have a further reach.
npower’s YouTube is mainly dedicated to consumer advertising videos which sometimes feature celebrities. But what about the real celebrities of npower, the employees? Well, there is a playlist called Discover npower jobs but it does need a clean up as some of the videos are set to private.
This video is titled ‘Rainton House Office Tour’ and showcases the npower work environment for potential applicants in a fun and interesting way:
npower has a dedicated Twitter account for careers, conveniently named @npowercareers. They do a good job at putting out fresh content, again pushing traffic back to their blog posts about careers within the organisation. I would question why they only have 60 followers when they follow almost 500 users. Also, when we looked through their Tweets & replies, there was not one single reply to other users in the timeline. Does this mean nobody asks them questions or do they not thank people for sharing their content?
npower are actively using LinkedIn to showcase their employer brand on a dedicated careers page with job listings both on that page and in the job section of the platform. Hiring managers are encouraged to share open jobs on LinkedIn and to date the company has racked up just over 20k followers.
Some of npower’s results have been:
- Career hub traffic has increased from 18,000 visits 45,000
- 33% returning visitors
- Higher level of engagement
- Direct hiring has increased
- npower developed a more integrated social media presence
- Cost savings of £630k thanks to digital recruiting
“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” – Adam Templeman, Head of Resourcing at npower.