Insurance, retirement and investment group LV= has developed a new careers website which delivers a customised experience based on a user’s location.

The content of the site is determined by the LV= office located nearest to the user, with the user seeing a unique list of jobs as well as specific video and images based on that location.

LV= HR director David Smith says: “Looking for a new job can be a time-consuming process, so by providing a personalised service based on a candidate’s location we can improve the efficiency of their search and ensure that they are only presented with relevant information to help them more easily identify suitable roles.”

Users are also able to override the automatic detection of location by using a drop-down box on the homepage.

LV= received 14,500 applicants leading to 1,178 new hires in the first six months of 2012, of which 96% did not come through an agency.