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How do you normalise the conversation around pay transparency? With a single question: “So, what do you do for a living?” This question was the catalyst for a strategic partnership devised by VaynerMedia EMEA, when tasked by Indeed to help communicate their efforts to improve salary transparency in job ads.

To build authenticity, Indeed partnered with creator Aydan al Saad, who is now known for his on-street vox pops normalising conversations around previously taboo subjects. By carving out a niche for the brand collaboration, the street interviews captured authentic and real conversations between everyday people to trigger open conversations about salary, work life balance and the world of work. Using the question as a conversation starter enabled the brand to invite openness, with over eighty people sharing what they earned to the world. From June to December 2023 the campaign gained over 7.8M views, over 220K engagements; a 5.30% engagement rate and over 13K saves. This was underpinned at a brand level by an uplift of 5.5% in the number of job ads that now featured salary details.

The results showed that Indeed had successfully aided in normalising conversations around salaries and made a measurable impact.