Impact Study

Investing in media in the midst of jobseeker search behavior

Love’s Travel Stops & Country Stores (Love’s) is a vast network of convenience stores, fueling stations and travel centers. With over 400 locations in 40 states, Love’s provides millions of truck drivers and motorists with 24-hour access to clean, safe roadside stores each year. Founded in 1964, it remains committed to its family values, employees, customers and communities.

“Bayard has been critical to Love’s recruiting success. They’ve enabled us to get out in front of the jobseeker and build brand awareness. This has resulted in increased candidate flow, not only in quantity but quality as well.”

– Chris Gray, Love’s Recruiting Marketing Lead


In 2013, Love’s allocated its recruitment budget to traditional media, such as print, job boards and resume databases. This strategy proved unsuccessful; new hires totaled just over 10,000, which was much lower than expected.


Bayard began researching Love’s industry and its ideal employees. We soon understood the challenges of staffing a vast network of employees with many positions in rather rural or somewhat isolated, roadside communities. We began exploring new and applicable media sources.

We reallocated Love’s recruitment budget, adding aggregators and a social media strategy to include Glassdoor, LinkedIn, Twitter and Facebook. We focused on high-need locations and applied programmatic buying solutions. Wisely, we incorporated career fair advertising. Most importantly, we developed and launched dynamic landing pages to speak both visually and verbally to Love’s candidate audiences.


Bayard doubled Love’s new hires from 10,426 in 2013 to nearly 21,000 in 2016. We also reduced the cost-per-hire (CPH) by 50 percent. Today, we continue to advise on new recruitment strategies for Love’s. We explore unique possibilities within budgetary guidelines and we identify new media and technology platforms worth investing in.

“Bayard positioned us to be intentional. We now target specific to our hiring needs by strategically placing postings in the middle of the jobseeker’s search behavior. The partnership between Bayard and Love’s has been a perfect match!”

– Chris Gray, Love’s Recruiting Marketing Lead

Key Stats


New hires in 2016


Reduction in cost-per-hire