Superpowered conversational search - supercharged action
From fragmented to future-ready
Overview
National Grid is an energy company operating across the UK and US, at the heart of the clean energy transition. They are striving to lead the energy sector and attracting top talent is vital to their mission. The new careers website, built around their Employer Brand - Superpowered - enhances candidate engagement and positions them to build tomorrow’s workforce, today.
SECTOR
Energy
EMPLOYEES
30,000+
PROJECT TIMELINE
6 months
Problem
The challenge was to replace fragmented, outdated platforms with a single, global, mobile-first careers website that would deliver personalized content based on candidate location, deliver a seamless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 were in need of analytics and insights to help them to measure and optimize performance.
Key considerations
- "Hard to navigate"
- "Not mobile friendly"
- "Not fit for purpose"
- "Doesn't tell you what the culture is like"
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
The results since launch have been striking
Since launching the new site, candidate engagement has transformed dramatically. Average session duration has surged by 495% to 5 minutes 57 seconds (up from under a minute), pages per session have grown by over 20% to 3.43, 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 17.36% 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.
Superpowered experiences
“Happydance delivered a global careers site that personalizes content and accelerates discovery, driving stronger candidate flow into the ATS.”
78.19% engagement rate (+53%)
78%
62% mobile adoption rate (+35%)
62%
17.36% average job apply rate
17%
53% increase in time on site
53%
Ready to achieve results like this?
Achieve higher completion rates, faster hiring cycles, and better recruitment outcomes with conversational search and a Happydance careers website. Book a demo today.
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