Latest news with #EstherBonardi
Forbes
10-07-2025
- Business
- Forbes
20 Smart Ways To Scout Out Creative Candidates
Today's marketers must consistently craft fresh campaigns, solve problems on the fly and adapt quickly, so creativity should run deep across the entire team. However, identifying truly innovative thinkers isn't always easy during the recruitment and interview process. To help you uncover top-tier creative talent, 20 Forbes Communications Council members share their smartest strategies for spotting ingenuity in candidates. Follow their recommendations to build an unstoppable marketing team. 1. Ask About Their 'Biggest Fails' I like to ask the "biggest fail" question in interviews. For instance, "Tell me about a marketing campaign that failed." Then, I redirect with a question about how or if you would relaunch the campaign with the lessons learned. It's important to identify not only the creative spirit but also the ability to evaluate their own ideas objectively for creative problem solving. - Esther Bonardi, Yardi Systems 2. Find Out How They Create Ask a creator how they create. Listen to how they develop ideas and their method from going from an idea to a campaign ready to launch. Ask them how they learn to prepare for the next idea. Then ask additional questions. If you get inside the thinking process of a creative person, you can tell if they are truly a creative or more of a valuable worker who supports creative people. - Bob Pearson, The Next Practices Group 3. Stay Open To Unique Expressions Of Creativity Stay open to diverse expressions of creativity to uncover unexpected strengths. Creativity isn't one-size-fits-all—it can appear as problem-solving, intuitive thinking, finding new paths or visualizing ideas, among others. Don't expect candidates to 'check a box.' Lead with creativity yourself and keep an open mind to the unique strengths each individual can bring to your team. - Alyssa Kopelman, Otsuka Precision Health 4. Gauge Their Ability To Brainstorm Evaluate candidates not just by their answers, but by how they think and respond to novelty. Creative thinkers instinctively connect seemingly unrelated ideas. You'll hear more "what ifs" and "yes ands" than the average candidate. They light up in the presence of a novel idea because it energizes them at their core. If the interview starts to feel like a brainstorm, that's a great sign. - Stephanie Bunnell, Azira 5. Ask How They Would Describe Themselves As A Brand One of my favorite ways to vet creative candidates is by asking, "If you were a brand, how would you describe yourself?" This immediately pushes candidates to think abstractly and apply marketing principles. I then prompt for deeper insights, such as, "What are your brand colors and key message?" These conversations are always enlightening, revealing a different level of creative thinking. - Kayla Spiess, Searce Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 6. Have Them Walk You Through A Campaign With Tight Constraints I ask candidates to walk me through a campaign where they faced significant constraints—a tight budget, limited time or a difficult brief—and how they still managed to deliver an innovative solution. This reveals how they can think resourcefully and creatively under pressure, not just in ideal conditions. It's a test of their problem-solving ingenuity, which is critical for creative success. - Patrick Ward, NanoGlobals 7. Bring Up Relevant Campaigns And Ask For Thoughts I bring up timely, culturally relevant campaigns and ask candidates to react—what worked, what didn't and what they'd do differently. It reveals how they think creatively within real-world constraints and how quickly they can ideate, adapt and respond to evolving narratives. - Lyric Mandell, PhD, MOXY Company 8. Ask Them To Plan A Quick Campaign During interviews, we ask candidates to plan a quick campaign for a made-up product with limited resources. It reveals how they think, whether they can work under pressure and how well they can explain ideas in a simple, clear way. - Jamie Elkaleh, Bitget Wallet 9. Learn About Their Outside Sources Of Inspiration I ask where they find inspiration outside of their current industry or function. I think great ideas often come from unexpected places: theater, nature, art and music. When a candidate draws on unrelated disciplines, it signals they're a systems thinker who can synthesize unexpected inputs into novel solutions. In a team that blends technical and creative work, cross-pollination is golden. - Rinita Datta, Cisco Systems, Inc. 10. Have Them Define Their Vision I evaluate creative candidates by asking them to define their vision and demonstrate how they turn ideas into outcomes. Can they lead with clarity, collaborate under pressure and lift those around them? Creativity alone is not enough. I hire for strategic imagination, emotional intelligence and the capacity to shape culture as future leaders. - Marie O'Riordan, The Croí Initiative, including Croí Impact and Croí Capital 11. Have Them Critique Your Current Marketing I ask candidates to critique our current marketing, not to impress me, but to see if they can see beyond what exists. True creativity isn't just about generating ideas—it's about reimagining and sharpening what's already there. Those who challenge thoughtfully and offer clear insight show both courage and creative clarity. That's who I want on the team. - Deboshree Sarkar, Platform 12. Ask What Sparks Their Creativity You can't output great creative work if you're not constantly absorbing inspiration. One thing I love to hear is how creative candidates seek to fill their creative well. What online or offline resources do they enjoy from a purely personal perspective? What about in the professional realm? How do they like to spark and inform ideas with the internal team? Quality inputs support quality outputs. - Ellen Sluder 13. Ask Them About A Time They Let Go Of An Idea I ask candidates to tell me about a time they had to squash an idea they loved. Great creatives aren't just idea machines; they know when to pivot, edit or let go for the greater goal. This question reveals self-awareness, collaboration and the ability to balance vision with strategy—hallmarks of mature, impactful creativity. - Katie Jewett, UPRAISE Marketing + Public Relations 14. Look For Various Work Samples We look for varied examples of a candidate's work. The ability to work in various media allows us to be able to tackle all requests and projects as they are developed or requested by members of our community and leadership. We also seek candidates who are willing and able to work on multiple projects at the same time, as deadlines change regularly. - Sayar Lonial, NYU Tandon School of Engineering 15. Have Them Share A Time They Broke The Rules I ask candidates to share a time they broke the 'marketing rules' on purpose. It reveals how they think beyond templates, challenge norms and trust their instincts, all signs of a truly creative marketer. Bold ideas often start where the rulebook ends. - Cody Gillund, Grounded Growth Studio 16. Provide A Sample Scenario I interview candidates for creativity by giving them a simple scenario like, "How would you create a campaign to drive pipeline from the 'X' segment for our solution?" Creative candidates tend to ask questions to understand the target persona, their buying journey and our solution's value proposition in order to personalize the campaign. Creativity without context doesn't matter in marketing. - Rekha Thomas, Path Forward Marketing 17. Walk Through A Past Problem Solved Ask candidates to walk through a past campaign and the problem it solved. Creativity isn't just about ideas—it's about impact. I'm listening for originality, resourcefulness and results. Great marketers think beyond the brief and that story always reveals it. - Kal Gajraj, Ph.D., CAN Community Health 18. Look For Deep Brand Insights To me, creativity isn't just solving a problem or the brief. It's mining deep consumer insights that connect your brand and products to the soul-level identity of your target audience. I look for strategic marketers who can show me that they can find and activate these truths into belonging and sustainable competitive advantage by building strong brand equity and fans and not just buyers. - Toby Wong, Toby Wong Consulting 19. Conduct A Working Session On A New Topic I always do a working session on a topic alien to both of us. That allows creative juices to flow and enables me to understand how they can be created in different aspects of work. - Ritu Kapoor, 20. See If They Can Turn Complex Topics Into Relatable Stories I look for candidates who can simplify complex technology into relatable stories. During interviews, I ask them to explain a technical concept to different audiences—like describing AI to a CEO versus an engineer versus the general public—to assess their creative adaptability. - JoAnn Yamani, Future 500
Cision Canada
05-06-2025
- Business
- Cision Canada
REACH by RentCafe Wins Gold in 2025 Hermes Creative Awards
Multifamily marketing agency helps clients launch award-winning websites SANTA BARBARA, Calif., June 5, 2025 /CNW/ -- The Hermes Creative Award winners have been announced for 2025, with REACH by RentCafe ® earning recognition for the third consecutive year. REACH won gold on behalf of the following clients: ila and Roundhouse. The Hermes Creative Awards celebrate the efforts of creative professionals. To select the winners each year, judges evaluate the best publications, branding collateral, websites, videos, advertising, marketing and communication programs internationally. REACH is a comprehensive marketing agency for multifamily property management. This year's client entries for the Hermes Creative Awards resulted in two wins — both gold — for website design. Roundhouse won gold for its property website for The Beaumont. In collaboration with REACH, Roundhouse developed a winning design with images of the affordable housing community and surrounding landscape in Bozeman, Montana. The site also features a visually interesting color palette, seamless navigation and clear calls to action to capture prospective renters. The ila website also earned the gold accolade. REACH helped bring ila's creative design vision to life, then made the site functional. The result pairs stunning visuals with engaging copy, user-friendly features and an intuitive layout to guide renters as they search for their next home. REACH also earned an honorable mention for two websites, The Whit and Habitat America. "We're proud of this year's Hermes Creative Award winners," shared Esther Bonardi, vice president of REACH by RentCafe. "Winning on behalf of our clients shows our commitment to thoughtful website design and optimization. We look forward to seeing how these award-winning sites continue to engage renters and drive results." Ready to make your website stand out to renters? Schedule a free consultation with REACH. About the Hermes Creative Awards Renowned for celebrating innovation and creativity across traditional and emerging media, the Hermes Creative Awards international competition is administered by the Association of Marketing and Communication Professionals (AMCP). It is one of the oldest and largest creative competitions in the world. About REACH by RentCafe Reach your audience, goals and potential with a full-service digital marketing agency for property management businesses. REACH by RentCafe® experts will help you create a winning web presence that drives leases and revenue with complete transparency. Services include website development, SEO, PPC, ILS advertising, social media, reputation management and more. See what's possible:
Globe and Mail
01-05-2025
- Business
- Globe and Mail
REACH by RentCafe Offers AI-Focused Education at AIM
Yardi's multifamily marketing agency to discuss the future of rental search SANTA BARBARA, Calif. , May 1, 2025 /CNW/ -- REACH by RentCafe ® will showcase new, proven search strategies at the upcoming Apartment Innovation & Marketing Conference (AIM) in Huntington Beach, California , May 4-7 . As the title sponsor for the seventh consecutive year, REACH continues to share the latest multifamily marketing trends, data and innovations with property management companies. On Monday, May 5 , REACH experts Esther Bonardi and Kyle Jones will lead a main-stage session on the future of search, focusing on the growing importance of generative engine optimization. Attendees will learn what GEO is, how it intersects with SEO and practical tips for appealing to generative engines. Esther and Kyle will present alongside Brooke Henderson , VP of U.S. strategic partnerships at Yext, and Melissa Brady , SVP of marketing, communications and customer experience at Fogelman Properties. The session will feature case study data from Fogelman, highlighting their success optimizing website content to appear in AI overviews. REACH is also hosting two breakfast roundtables during the show: "We look forward to sharing new, data-driven strategies during AIM," said Esther Bonardi , vice president at REACH. "Search is constantly evolving, and generative engine optimization is top of mind for today's marketers. We're excited to show attendees how to align their marketing and reach more renters." Building connections: Free marketing consultations with REACH Visit the REACH booth to explore innovations like AI-powered tools, specialty neighborhood webpages and a brand-new strategy engine. Attendees who book a consultation will receive access to the Happy Hub, an exclusive lounge. Four consultation types are available: Schedule your REACH consultation at AIM. "Yardi may be the most successful technology startup in multifamily history, as well as its longest tenured," said Dennis Cogbill , managing director at Joshua Tree Conference Group, which produces AIM. "That combination makes REACH by RentCafe an ideal title sponsor partner for AIM. From the top down, they focus on creating long-term results for real estate and the people entrusted with it. We're grateful for their support of our complementary mission to provide educational experiences for multifamily marketing and technology executives." About REACH by RentCafe Reach your audience, goals and potential with a full-service digital marketing agency for property management businesses. REACH by RentCafe® and certified experts will help you create a winning web presence that drives leases and revenue with complete transparency. Services include website development, SEO, PPC, ILS advertising, social media, reputation management and more. See what's possible: About Yardi Yardi® develops industry-leading software for all types and sizes of real estate companies across the world. With more than 10,000 employees, Yardi is working with our clients to drive significant innovation in the real estate industry. For more information on how Yardi is Energized for Tomorrow, visit
Malaysian Reserve
01-05-2025
- Business
- Malaysian Reserve
REACH by RentCafe Offers AI-Focused Education at AIM
Yardi's multifamily marketing agency to discuss the future of rental search SANTA BARBARA, Calif., May 1, 2025 /PRNewswire/ — REACH by RentCafe® will showcase new, proven search strategies at the upcoming Apartment Innovation & Marketing Conference (AIM) in Huntington Beach, California, May 4-7. As the title sponsor for the seventh consecutive year, REACH continues to share the latest multifamily marketing trends, data and innovations with property management companies. Unpacking the search evolution: Ready, set, GEO On Monday, May 5, REACH experts Esther Bonardi and Kyle Jones will lead a main-stage session on the future of search, focusing on the growing importance of generative engine optimization. Attendees will learn what GEO is, how it intersects with SEO and practical tips for appealing to generative engines. Esther and Kyle will present alongside Brooke Henderson, VP of U.S. strategic partnerships at Yext, and Melissa Brady, SVP of marketing, communications and customer experience at Fogelman Properties. The session will feature case study data from Fogelman, highlighting their success optimizing website content to appear in AI overviews. REACH is also hosting two breakfast roundtables during the show: Mastering GEO: Tips to improve your content strategy How to market what renters want most (based on survey data) 'We look forward to sharing new, data-driven strategies during AIM,' said Esther Bonardi, vice president at REACH. 'Search is constantly evolving, and generative engine optimization is top of mind for today's marketers. We're excited to show attendees how to align their marketing and reach more renters.' Building connections: Free marketing consultations with REACH Visit the REACH booth to explore innovations like AI-powered tools, specialty neighborhood webpages and a brand-new strategy engine. Attendees who book a consultation will receive access to the Happy Hub, an exclusive lounge. Four consultation types are available: Become a GEO (and SEO) pro Be the neighborhood expert Create a marketing masterplan Level up your leasing Schedule your REACH consultation at AIM. 'Yardi may be the most successful technology startup in multifamily history, as well as its longest tenured,' said Dennis Cogbill, managing director at Joshua Tree Conference Group, which produces AIM. 'That combination makes REACH by RentCafe an ideal title sponsor partner for AIM. From the top down, they focus on creating long-term results for real estate and the people entrusted with it. We're grateful for their support of our complementary mission to provide educational experiences for multifamily marketing and technology executives.' About REACH by RentCafeReach your audience, goals and potential with a full-service digital marketing agency for property management businesses. REACH by RentCafe® and certified experts will help you create a winning web presence that drives leases and revenue with complete transparency. Services include website development, SEO, PPC, ILS advertising, social media, reputation management and more. See what's possible: About YardiYardi® develops industry-leading software for all types and sizes of real estate companies across the world. With more than 10,000 employees, Yardi is working with our clients to drive significant innovation in the real estate industry. For more information on how Yardi is Energized for Tomorrow, visit Photo:
Cision Canada
01-05-2025
- Business
- Cision Canada
REACH by RentCafe Offers AI-Focused Education at AIM
Yardi's multifamily marketing agency to discuss the future of rental search SANTA BARBARA, Calif., May 1, 2025 /CNW/ -- REACH by RentCafe ® will showcase new, proven search strategies at the upcoming Apartment Innovation & Marketing Conference (AIM) in Huntington Beach, California, May 4-7. As the title sponsor for the seventh consecutive year, REACH continues to share the latest multifamily marketing trends, data and innovations with property management companies. Unpacking the search evolution: Ready, set, GEO On Monday, May 5, REACH experts Esther Bonardi and Kyle Jones will lead a main-stage session on the future of search, focusing on the growing importance of generative engine optimization. Attendees will learn what GEO is, how it intersects with SEO and practical tips for appealing to generative engines. Esther and Kyle will present alongside Brooke Henderson, VP of U.S. strategic partnerships at Yext, and Melissa Brady, SVP of marketing, communications and customer experience at Fogelman Properties. The session will feature case study data from Fogelman, highlighting their success optimizing website content to appear in AI overviews. REACH is also hosting two breakfast roundtables during the show: "We look forward to sharing new, data-driven strategies during AIM," said Esther Bonardi, vice president at REACH. "Search is constantly evolving, and generative engine optimization is top of mind for today's marketers. We're excited to show attendees how to align their marketing and reach more renters." Building connections: Free marketing consultations with REACH Visit the REACH booth to explore innovations like AI-powered tools, specialty neighborhood webpages and a brand-new strategy engine. Attendees who book a consultation will receive access to the Happy Hub, an exclusive lounge. Four consultation types are available: Schedule your REACH consultation at AIM. "Yardi may be the most successful technology startup in multifamily history, as well as its longest tenured," said Dennis Cogbill, managing director at Joshua Tree Conference Group, which produces AIM. "That combination makes REACH by RentCafe an ideal title sponsor partner for AIM. From the top down, they focus on creating long-term results for real estate and the people entrusted with it. We're grateful for their support of our complementary mission to provide educational experiences for multifamily marketing and technology executives." About REACH by RentCafe Reach your audience, goals and potential with a full-service digital marketing agency for property management businesses. REACH by RentCafe® and certified experts will help you create a winning web presence that drives leases and revenue with complete transparency. Services include website development, SEO, PPC, ILS advertising, social media, reputation management and more. See what's possible: About Yardi
