The campaign, which ran from 1st September 2023 to 31st August 2024, saw 10.2M views, over 235K engagements; a 3.84% engagement rate and over 20K saves.
The goal of this campaign was to normalise conversations about salary transparency, increase disclosure of salaries in job ad postings for UK job seekers, and encourage employers to recognise the benefit of this approach. Partnering with emerging creator Aydan al Saad, who had fewer than 10K followers at the time, Indeed and VaynerMedia EMEA used this opportunity to test and establish what worked, while also helping to grow the open conversation surrounding job transparency in the UK. His following has increased to a total of 219K on TikTok and over 56K on Instagram. This is all part of the VaynerMedia approach - scouting out underpriced creators who have talent, strong ideas and decent engagement and working together to maximize results on both ends.
After years of creating social media content for Indeed, VaynerMedia EMEA leveraged insights, through sentiment analysis and social listening, which allowed Aydan to shape his content while collaborating closely to align with Indeed’s messaging. The partnership produced content that resonated deeply with UK job seekers across diverse backgrounds and industries, from PAs to investment bankers.
This vox pop format helped drive awareness of salary transparency as a societal issue, breaking conventions by featuring high-earning professionals like lawyers and bankers. Additionally, through VaynerMedia EMEA’s cohort approach, we were able to actively identify and establish which audiences this content would resonate with the most. The partnership continues to make an impact, with more people regularly reaching out to Aydan requesting he showcases certain professions and jobs for full transparency.
Notably, job seekers continue to share that they have used the content to benchmark whether they are being paid fairly and as a guide when searching for work. Many also commented that it has inspired them to either ask for more money, seek certain benefits or change careers when they discover they are not being paid fairly. One user commented “I’m a mechanical designer engineer, been doing it a year and only make 28K, not as much money as other smilar professions.” More importantly, it drove people to disclose what they are making in a similar field. Fuelling transparency with the aim of driving people to potentially rethink their current path.
Building on the success of the initial campaign, Indeed and VaynerMedia EMEA hosted a TikTok Live event to continue the conversation around job seeking and salary transparency. During the 1 hour duration of the TikTok Live, there were 175k unique viewers tuned in and 740 shares, 65K likes and Indeed gained 2.7K new followers. Indeed also saw 166K impressions on day 1 with this increasing to 216K impressions on day 2.
The partnership is a great example of how taboo subjects can be normalised, by pairing natural human curiosity with candor in communications.
