Category Archives: Uncategorized

Life at Expedia is Now Live!

It’s a great pleasure to announce the launch of!

This is a fantastic site that was designed and built by the team in Denver; Carey Clark, Mike Albert and Matt Sobieray. The project was managed by Andrea Abbott. Raghav and team in NY wrote the copy.

Take some time to visit, click around and enjoy all the cool effects. And did I mention it’s responsive? Take a peek on your phone or tablet. Show it off! The team here worked their tails off on this and I think they hit it out of the park.

Thanks also to Sandy, Matt G, Phil, Kyle, Doug, and Carrie for all their help along the way.

imagesIt was a team effort!

Mobile White Paper: HIRE CALLING

Mobile isn’t a trend. Billions of people are using mobile devices (smartphones, tablets, laptops and Internet-capable phones) to communicate, make purchases, conduct business, build relationships – and search for jobs. In fact, by the end of 2013, the number of these mobile devices is expected to exceed the world’s population. Millennials, who are heavy mobile users, will further strengthen the movement as they become 50% of the employed workforce.

Does your company have a mobile optimized career site? Download Bayard’s free white paper and start recruiting top talent using mobile! This 21-page document focuses on recruiting and engaging job candidates through mobile.

Companies may download this free white paper by visiting

Infographic - Mobile_Page_1

Potluck Time!

It’s time to get your cooking on, share and enjoy lunch together! An office Potluck is an excellent time to enjoy different types of delicious food, and at the same time get to know your co-workers better. We at the Denver office are having a potluck this upcoming week, and therefore decided to encourage other offices to do the same! Get inspired through our Pinterest board: Denver Potlucks, and find delicious new recipes. Who knows, maybe one of them will be your new favorite? 1d67b54aae3c8369786bff3960cd9b1c

Inspired by Fall

F. Scott Fitzgerald once wrote: “Life starts all over again when it gets crisp in the fall.”

The leaves are changing and the weather is getting colder. We go from ice-cold drinks to hot chocolate and pumpkin spice lattes. We dress in scarves and knits. We dream of cozying up in front of a fireplace with blankets and our loved ones. For many, fall symbolizes change. Not only the change in weather but change in other areas of life. Perhaps a new apartment, getting into shape, or just enjoying the transition from summer to fall and all that goes with it.68ca1fc59ffbf05db3d938acfd2b4be0

Fall also means haunted houses, costume-parties and trick-or-treat. Every year, Halloween brings out the child in us, and gets our creative juices flowing through costume creations and decorations.

October is also a month where we are reminded of the thousands of women who are fighting breast-cancer and their affected families. It’s a time not only for afterthought, but also to give thanks. In November, Thanksgiving means family, turkey and football.

While we are slowly transitioning into winter, take a moment to enjoy the beautiful colors that surrounds us and take a deep breath of the crisp air. And also, take some time to get inspired by checking out Bayard’s new Pinterest board We ♥ FALL.

Talent Branding

Click here to find out why talent branding is essential!

Last week Bayard challenged you to take a further look at your employer brand, is it authentic, are you telling a genuine story? Does the image you project help or hurt your chances of being the applicant’s choice?

As a follow up to last weeks blog post: Authenticity in Branding: Let’s play “Spot the stock photo”… The Bayard team invites you to download our follow up White Paper: GET REAL, why creating an Authentic Talent Brand is essential.

If you are joining us at LinkedIn Talent Connect next week, this is a great primer for our discussion; if you won’t be able to join us in person, you’ll find the instructions to join the live stream listed at the end of the document. We look forward to seeing you there, live and virtually!

Authenticity in Branding: Let’s play “Spot the stock photo”…

LI-TalentConnect6x7 ad-Authentic[2][2] copy

If you’ve ever been to a career fair, campus recruitment event, or HR conference like the many I have attended in my 8+ years as a recruiter, you’ve probably played the game “Spot the stock photo”.  We invest hundreds of thousands of dollars on banner displays, marketing collateral, and even matching polo’s for the HR team.  And yet…  Company A and Company B both have the same really good looking network engineer on their poster. (Apparently, he’s quite the job hopper!)

In the sea of online recruitment ads, candidates see image after image that influences their decision to hit submit on that application.  The real question is, does that image help or hurt your chances of being the applicant’s choice?

Corporate Culture has been, and will continue to be, a hot topic in the world of recruitment.  I’ll confess, I got tired of responding to every applicant, “Well, I would describe the culture here at XYZ industries as one that fosters innovation, has a strong feeling of employee appreciation, and a large focus on community involvement.” Sound familiar?

As tired as recruiters get of answering that question, the bigger question is how often do you lose the chance to even hear that question from the best candidates?

What if I told you that using photos of your actual employees, and even video of them saying those very same things, could make all the difference?

According to

  • “Job postings with video have 34% more candidate applications”
  • “Video appears in the top 100 search engine results 70% of the time.”
  • ‘“Job postings with a video icon are viewed 12% more than those without.”

What does this mean for you?

  • By adding engaging video content to your careers site, you will increase the number of completed applications and drive more traffic to your site.
  • More importantly and harder to quantify:
    • By telling a compelling and honest story, you have the advantage of engaging candidates who are drawn to your culture, and…
    • Disengage those who aren’t
    • Leading to an overall better quality of applicant and hire

Now lets take it one step further, lets say you’ve got video and it shows everyone from a warehouse worker to the CEO talking about why XYZ Industries is AWESOME! What happens when you watch the video on mute? Does it still capture the spirit, dynamic and feel of the environment?

Think of recruiting video as a chance to feelings behind the “about us” page on every career site.  By capturing the culture, excitement, and genuine emotion from your employees as they talk, you are allowing potential applicants to see YOUR story, what sets YOU apart. Using “the voice of the employee” in branding shows an honest depiction of what it’s like on the inside.

Through access to some real-life “Hollywood” talent, video done with real employees put in front of a Bayard lens, has capture the spirit and the culture of the companies represented. Our team has years of experience working in Reality TV including shows like: Nanny 911, The Jersey Shore, and others; by leveraging the Reality TV experience they are able to showcase real employees in a real way.

We invite you to join our panel of experts at this year’s LinkedIn Talent Connect to hear about Activating Authenticity in Talent Branding: Get Real—Enough with the ‘Faux-tography’.

Panel Members:

  • Jennifer Shappley, Senior Director, Talent Acquisition at Express Scripts
  • Matt Gilbert, National Creative Director at Bayard
  • Rodney Moses, Vice President, Global Recruitment at Hilton Worldwide,
  • Moderated by Jer Langhans, Manager, Global Talent Acquisition at Expedia.

When?  Wednesday, October 16th at 2:45PM; LinkedIn Talent Connect in Las Vegas

If you are not attending LinkedIn Talent Connect but would still like to find out how employer video can make an impact on your recruitment efforts please reach out to us or register to watch the event through the live stream:
(Click on the yellow button)!


Carey Erwin – Graphic Designer


Intern Interview – by Rachael Bloch

Carey went to St. Louis for college and moved to Denver when she graduated. Even though she grew up in Dallas, she absolutely loves Denver. In St. Louis she majored in Fine Arts for 3 years before switching to Graphic Design. Initially she wanted to go into Architecture, but changed her mind when she started in Graphic Design.  Soccer is one of her biggest hobbies, and is the reason she went to school in St. Louis. Not only does she play soccer, but she likes to play volleyball and snowmobile as well. Can you see why she wants to stay in Denver? Hardrock, electronica, and trance are her favorite types of music and going to concerts is another big hobby of hers. She has been  watching a lot of Nip/Tuck lately, and loves 24. It’s apparently a very intense show. A fun fact about Carey is that she has a dent in her leg from snowmobiling. Well, I guess it’s more of an interesting fact, because I doubt that was fun. The most exciting thing is that Carey is engaged and getting married in August! They are getting married in a meadow somewhere in Colorado. That sounds incredibly romantic to me! Carey is fairly new to our office, yet she fits in with our creative team perfectly. We are so excited to have her in our office.

Meet Debbie O’Connor: Bayard’s Client Service Manager

Intern Interviews: Hillary Bergman

I was lucky enough to have Debbie O’Connor-Fink, Bayard’s Client Service Manager for the past 7 years, share with me her time, advice, and expertise last week in an informational interview.

“Nothing surprises me,” she said, and it’s true—she’s a life-long resident of the Bronx, and a career-long member of the advertising industry.  O’Connor-Fink knows the ins and outs of New York advertising life like the back of her hand.

bsbfsbfbShe specifically is the account executive for our trucking clients, including Swift Transportation, Barr-Nunn, Express-1, and PGT Trucking.  When she started, she was in charge of only one small trucking company, and now is in charge of many of our clients. “Before I came here, I worked for another agency.  I handled a small trucking account at my old agency, so Louis (Naviasky, COO of Bayard) approached me and asked if I could handle one. Then Bill (Davidson, President of Logistics Division) and I went out to see them and that was my first account.  And then came another one, and then another one,” she said.

The trucking industry is no exception to the digital age, and the importance of advertising for both mobile and desktop sites.  O’Connor-Fink mentioned that she has been “doing this over 30 years… We had typewriters when I started!”  When asked about the changes she has seen in the industry, and the ones that are to come, she replied, ”Oh, I can see it changing now.  Going to the online/digital.  My workload and my clients are doing less print and more online.  The transportation magazines come out once a month, and they’re out for the month and its good branding for the company, but these people want instant results.  So you put up a campaign on LinkedIn or Indeed, and their phones are ringing.”

Even with the exponential amount of experience O’Connor-Fink already has, she always is eager to learn. She told me, “If I see something doing something new, I was always like “What is that?” When I first got here, I was able to do my own ads—I knew how to use the art program at my old company because it was PC compatible.  (Since at Bayard we have Macs) I used to sit in the art department on a Friday afternoon with someone who used to be here and he used to teach me InDesign.”

This was part of her advice to me—learn everything you can.  She adds, “Learn whatever’s available, take advantage.  Even today, Zach told me they’re going to design an Extranet for making changes and I told him I want to learn how to use it once it’s up.  It’s really important to keep up with the technology and anything new that comes out.  In this business, I’ve seen people who haven’t kept up with it and they are no longer here.”

When I asked what skills or talents or personal qualities she believes are required for someone in such a cutthroat industry, she listed “excellent communication skills, you have to be very personable…and a new skill that I am learning is you must be very proficient in Excel!”

And if you haven’t realized this already—Bayard is a great place to work.  O’Connor-Fink repeats what many of the other execs have told me as well,” I really like my fellow employees-that’s big.  I like the day-to-day interactions with the clients.  It’s always something different—there’s always something different going on every day, its not mundane, its not boring.  You never know what you’re walking into in the morning.  It’s very interesting.”

Movin’ on Up with Zach Twedell

Intern Interviews—Hillary Bergman


Meet Zach Twedell —Bayard’s newest digital strategist, as well as my boss.   With his intern experience not so far back in the rearview mirror, Zach ultimately represents (hopefully) the next step for all of us interns here at Bayard.  I sat down with him today to learn about his intriguing past, present, and promising future.

 What’s it like being one of the youngest Bayard employees?

Am I? I don’t really think about it too much to be honest.  It’s kind of cool though.

 Well, what about being the newest? (Zach just graduated from Loyola University Maryland!)

There are a lot of good people to learn from; it’s nice to be around people with so much experience that can provide me with knowledge that I need to know.

Why advertising?

I was always interested in it. When I went to college I had an art minor—studio art, drawing, and painting. I was interested in the creative side of things.  Also, I like the idea of being able to influence people – in a positive manner.

What skills or talents or personal qualities do you believe are required for someone in your position?

You have to be very organized; you have to have good communication skills, and attention to detail.
*Note: everyone I have interviewed has said this—and I have learned firsthand how true all of those things are.

What do you like most about what you do?

I like working with the people that I work with.  Most of my job is working with people to make sure things get done, so it wouldn’t be enjoyable if I didn’t like the people that I work with.

What is a typical day like at work?

Well, when I started I was working with a lot of people in Denver, so the mornings were quiet, because of the time difference, until I took up more responsibility in trucking.  With trucking, I do insertion orders, changing landing pages –we go through a lot of changes with trucking.  Sometimes we need new landing pages, so I’m talking with the web developers to make sure it gets done.

How do you see your division changing within the next ten years?

Well digital is going to keep getting stronger and stronger, especially mobile.  Now the statistic is that 30% of people view ads on mobile devices, and I think it’s supposed to double by next year—but don’t quote me on that.

Do you have any advice for someone trying to break into the industry?

I think an internship is essential both for you and for your employer.  It’s something you have to know that you want to do.  You have to have a passion for it. And don’t give up – I must’ve sent 6 million applications in for jobs and didn’t even get a reply from 99% of them.

What are some of the interesting projects you have contributed to at Bayard?

Mainly I’ve worked with trucking, a lot of people don’t think it’s the most glamorous thing in the world.  It definitely keeps you on your toes because there’s such a huge turnover rate, we’re always working to recruit people—it’s like a revolving door. 

Now for the important questions…

Do people always ask about your accent? 

All of the time.  It was worse in college.  My accent used to be a lot thicker too.  I’ve learned to talk so that people understand me.

Where do people think you’re from?

They think I’m from Australia, Ireland; everywhere but where I am from.

What’s the funniest thing an American has asked you about being British?

I actually had a girl ask me if there were flies in England.  People ask about holidays, they ask if we celebrate thanksgiving – why would we celebrate you leaving our country?

What are Favorite TV shows?

I used to like Two and A Half Men when Charlie Sheen was in it, Rules of Engagement—but mostly sports.


Soccer, golf…food (insert smile here)

Dream job?

Bayard!! (note: this was not a sarcastic response)…or be a professional soccer player.

What do you miss most about home?

Well friends and family, but that would be a boring answer. Fish and chips – Newcastle (England) is famous for them.

Some fun cultural math:
What Americans call chips = the British call crisps
What the British call chips = Americans call French fries
What Americans call lunch = English call dinner
What Americans call dinner = the English call tea


Advertising Life in New York City (at least, what I have picked up on after 3 weeks of it)

By Hillary Bergman

Living in the city, we are all fish in the sea of advertisements.  You cannot escape them. You cannot walk down a single block in this city without seeing one: on a bus, a taxi, on a garbage can, or a billboard.  It’s not even just New York; we’re just a microcosm of the world today, tomorrow, and forever.  Ads fight for your attention, and every one is wittier or more ridiculous than the next.  What isn’t jumping out at you is what goes on the other side, the creation side.  Let me tell you about what it’s like being one of those people, and working in a place where it is our job to make you listen to us.

As one of the many interns that enter the industry each summer, I am not yet invulnerable to all advertisements.  I still walk around the office doe-eyed trying to sneak a peek into what everyone else is working on, trying to take it all in.  Regardless of what client we are currently working on, each and every ad requires loads of creativity and work, trying to make sure the ad will not only make the client happy, but also be effective.  Greg Parker, our VP of Client Services, said that “attention to detail, an organizational approach…and good communication” are essential to success in the business, and are things I witness at Bayard daily. There are rounds and rounds of meetings with copy writers and art departments that an ad has to go through before a mock-up of a campaign is even presented to the client—all of which is unbeknownst to John Doe while surfing through Google or walking down the street.

Times SquareThe competition for consumers’ attention increases as the amount of digital platforms does.  No longer are these the times of print-only advertisements.  The many screens that a person uses are all now hubs for advertisements.  Companies now need to expand their capabilities and cater to all of these screens, and each type of person that uses them. The task of making a campaign that flows easily across these platforms (website, print, mobile device, social media, etc.) is not an easy one, yet it is required to keep up with competition today.

With any company, you need to find your target demographic and aim for them in a way that the consumers will be most receptive.  Many of our trucking customers target their potential clients through different job websites or Google, on both computer and mobile devices.  We need to cater to all of these devices seamlessly, in order to reach their potential clients in the most efficient manner—more than 55% of adult cell owners use the internet on their mobile phones (The Pew Research Center Internet & American Life Project). A perfect example of this is the campaign we created for the Swift Transportation Company (check it out on your mobile device, or tablet or on your computer at

The standards that advertisers are held to increase dramatically whilst in the city.  Times Square more easily represents the direction that advertisements are heading in: larger than life.  This could be physically, in the deliverance, or in the copy itself.  Everyone knows our society is becoming more risqué; some of the things that are socially acceptable today wouldn’t have been appropriate even 10 years ago.  People are pulling out all of the stops to be innovative.  Maybe things are just as controversial as they were in the past, but with the Internet, we are now all able to join in on the conversation.

The future of advertising, according to Harvard Business Review, is advertisements as content—not advertisements interrupting content.  Dana Rousmaniere writes, “Marketing will be personalized, customized, and adapted to what (we) have expressed as (our) wishes or opt-ins…Customers will be forming relationships with brands that are built on trust” ( Does this mean there will no longer be pop ups, or advertisement blimps stopping us in our tracks? Only time will tell.

Deborah Correa, our copywriter, gave me advice that applies to the entire industry today: “Figure out how to be creative with not creative stuff.”  She’s right.  It’s potentially multi-million dollar advice.