Superpowered conversational search - supercharged action

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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The challenge was to replace fragmented, outdated platforms with a single, global, mobile-first careers website that would deliver personalized content based on candidate location, deliver a seamless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

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

The results since launch have been striking

Since launching the new careers site, candidate engagement improved significantly across every meaningful metric. Comparing three months before launch to three months after, average session duration grew by 53% to 4 minutes 17 seconds (up from 2 minutes 48 seconds), pages per session grew by 18% to 3.18, and mobile usage climbed from 46% to 62% of all traffic. Candidates were not only staying longer, they were taking action. Engagement rate grew by 21 percentage points to 70.12%, up from 49%.

Conversational navigation reshaped how candidates discovered information, with search insights directly informing content strategy and campaign planning. Clear trends emerged: strong early-career intent ("Apprentice" made 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 could identify content gaps quickly and build meaningful content that helped candidates find what mattered most to them.

Find out more about current apprentices

Superpowered experiences

“Happydance delivered a global careers site that personalizes content and accelerates discovery, driving stronger candidate flow into the ATS.”

Lucinda Thomas Director of Recruitment Strategy, Capability & Employer Branding

70.12% engagement rate (+53%)

70.12%

62% mobile adoption rate (+35%)

62%

13.95% average job apply rate

13.95%

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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