Conducting research, we found job hunters cite a lack of salary transparency on job ads as one of their biggest bugbears, wasting 14 million hours a year applying for jobs that aren’t right.

We launched the #MakeSalariesMandatory campaign lobbying the government to make it a legal requirement for employers to put salaries on their job ads. We fused this serious side of the campaign with some consumer lightness – enlisting the brutally honest TV Star, Olivia Attwood to conduct vox pops asking the public to guess the salary of a role from the job spec alone.

Underpinned with a meme-heavy social strategy, influencer support and an open-letter syndicated to stakeholders, we ensured all touch points put salary transparency on the radar, positioning Adzuna as the brand campaigning to make the job market better.

The result? No one has a clue what a job pays – a playful proof point to drive Talkability® across social with hundreds of headlines and millions of video views.