2022 Salary Guide Campaign
Master brand approach for a multi-channel campaign, with customized content across 7 lines of business, 15 countries, 8 languages, and 300+ assets. My roles: competitive analysis, cross-team leadership and strategy, design and production support (all hands on deck)
The Brief
What is Salary Guide? Salary Guide is the only industry resource forecasting future hiring and compensation trends. A trusted guide for the US Bureau of Labor Statistics, it outlines salary ranges for hundreds of positions, interview best practices and perks and benefits most attractive to retain top employees.
Direction from kickoff: Create a digital-first look and feel that's easy to adapt across markets. We may leverage this look multiple years so develop an evergreen design. This is the first year for two big milestones:
1) All lines of business are consolidated under the Robert Half flagship brand.
2) Moving to a completely digital content experience – which I'd championed for years.
Strategy & Concept Development
During COVID, we saw 2021 and 2022 become candidate-favorable markets. Salary and compensation expectations soared, leaving businesses scrambling to find the latest data to remain competitive. With all the noise, uncertainty and confusion in the market, we saw an advantage to keeping the visuals as simple as possible. Where we landed: empowering businesses through data and metrics.
Visual Identity
We limited the palette to our two most optimistic colors, with small pops of yellow for warmth. Though visually striking the graphics were easy to scale back, pushing the content forward.
Assets
The master brand approach reduced the number of assets required, making delivery more efficient.
Total assets estimated 300+ globally, including Salary Center microsite, internal and external emails, social media assets, print and digital ads, infographics, intranet promotions, signature pickers, video assets, tradeshow materials.
Salary Center
Advertising and Social Media
Infographics
RESULTS
The unified brand approach simplified communications with our customers, improving our reach and impact across markets. Below are a few performance metrics.
1,006,000 unique page views (+126% YoY) | +73% job order submissions YoY | 407,000 total impressions (+273% YoY) | 13,000 total engagements (+654% YoY) | +104% leads | 2 Graphic Design USA Awards