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

Leveraging this insight, 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. The result? No one has a clue what a job pays – a playful proof point to drive talkability across social with over 1.4M video views.

Underpinned with a landing page, 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 making the job market better!