Overview
National Grid is an energy company operating across the UK and US, at the heart of the clean energy transition. As they strive to lead the energy sector, attracting top talent is vital. The new careers website, built around their new Employer Brand – Superpowered – enhances candidate engagement and positions us to build tomorrow’s workforce, today.
Challenge
The challenge was to replace fragmented, outdated platforms with a single, global, mobile-first careers website that would deliver personalized content based on candidate location, deliver a seamless experience bringing Superpowered to life by using videos to tell their story in a human and digestible format. Increasing engagement and conversion rates were essential and they needed analytics and insights to help them to measure and optimize performance.
Key Considerations
The design of the new careers website was shaped by candidate feedback, which stated that the existing site was:
- “Hard to navigate”
- “Not mobile friendly”
- “Not fit for purpose”
- “Doesn’t tell you what the culture is like”
Armed with this, and National Grid’s wish list – every design decision placed the candidate at the centre, ensuring clarity, inspiration, and ease of action.
Solution
- A mobile-first, accessible design with a clean, modern interface that works seamlessly across all devices (including smart TVs).
- Personalized content by region, so candidates in the UK or US see only the most relevant opportunities.
- Conversational navigation powered by Happydance AI, enabling natural language queries that surface jobs and content instantly.
- Enhanced storytelling through video, carousels and employee stories, making content more engaging and digestible.
- Integration with SuccessFactors ATS, ensuring a seamless journey from exploration through to application.
- Talent community sign-up forms feeding directly into Beamery
Results
Since launching the new site, candidate engagement has transformed dramatically. Average session duration has surged by 53% to 4 minutes 17 seconds (up from under a minute), pages per session have grown by over 20% to 3.29, and mobile usage now represents 62% of all traffic, up from 46%. Candidates are not only staying longer; they’re taking action, with job-apply click conversions averaging 13.3% and an engagement rate that has more than doubled to 70.12%. Conversational navigation is reshaping how candidates discover information, with search insights directly informing content strategy and campaign planning. Clear trends are emerging strong early-career intent (“Apprentice” now makes up 12.5% of all searches), rising interest in technical roles such as Engineering, Data, and Project Management, and increased regional search activity. With these insights at their fingertips, National Grid can now identify content gaps quickly and build meaningful content that helps candidates find what matters most to them.
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