July 23, 2015

LV=

The insurance and retirement company LV= is using Digital Element’s 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. Digital Element explain how the technology works

With more than five million customers and 17 offices across the country, 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 and 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=.

Digital Element’s NetAcuity Edge solution determine a user’s city/postcode location in real time, thereby enabling the LV= website to deliver location-relevant 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 a great tool for employers to create more engagement with the most relevant online prospects.”

“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 at LV=.

Since launch, localisation of the LV= recruitment website has had the following impact: 33 per cent increase in the average time spent on the website; 52 per cent increase in the average pages viewed per visit; over 4,500 views of the profile, ‘day in the life of …’ and role-specific films; 4,920 blog articles have been read.