Leading insurer leverages postcode-level targeting for customised careers website

Digital Element, the leading provider of IP geolocation and IP Intelligence technology, today announced that the insurance and retirement company LV=, is leveraging its NetAcuity® Edge hyperlocal IP geolocation solution to serve more relevant content and create a more personalised online experience for potential job recruitment candidates via its careers website.

With more than five million customers and 17 offices across the UK, LV= places a strong emphasis on local presence. As such, the company wanted to add localisation to its online recruitment strategy to increase engagement with potential candidates by enabling easier identification of suitable roles and relevant company information.

“We wanted the website to feel personal to users and realised that location-specific content was the best way to better connect with site visitors and attract the best-suited candidates within each of our locations,” said Kevin Hough, Head of Resourcing, LV=.

Depending on a user’s location, the website will automatically deliver unique content including available jobs, film footage, location images and articles specific to a particular office. The company hopes to improve the efficiency of potential candidates’ searches by delivering location-relevant information, with an end goal of streamlining the hiring process and attracting more qualified job candidates.

Digital Element’s NetAcuity Edge technology has revolutionised the IP geolocation space by providing the only validated IP-to-postcode geographic data on the market. While IP targeting techniques traditionally rely on routing infrastructure analysis to an approximate city-level location, NetAcuity Edge combines this traditional approach with anonymous insight gleaned from a network of global commercial partners to better map the internet. The result is the most accurate, and granular, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“We are delighted to be working with LV= to improve website usability and make it easier for job seekers to have a more meaningful engagement when looking for employment,” said Kate Owen, managing director, Europe, Digital Element. “LV= is utilising Digital Element’s technology in a creative way and showing the online recruitment market that seeking new talent in local markets can be beneficial for both potential new hires and their employers. Geolocation technology is an excellent tool for employers looking to create more interaction with and action from suitable online prospects.”


Published on: 3:00PM on 17th September 2012