Objective

Robert Half’s well-established Salary Guide report is a key annual resource for hiring managers and others across the industry.

While the report needs little introduction to insiders, our objective over the past several years has been to reach new audiences of hiring managers and business leaders via current social media channels.

We aim to grow and further solidify Robert Half's position in the talent solutions space as a real-talk thought leader committed to giving businesses the intel and services they need to hire sought-after candidates, and to help skilled job-seekers find great roles.

Our approach to the 2026 Salary Guide Campaign emphasized honest discussion about the strangeness of the current job market, what each side of the hiring relationship wants and where they differ, and especially how negotiation around factors beyond base pay can help them get to yes.

Strategy

We’re proud of our market research, but numbers alone won’t solve our prospects’ staffing needs. To demonstrate the value of our annual Salary Guide (and Robert Half as a thought leader and business partner), we created an integrated B2B campaign rooted in real talk spanning influencer marketing, organic social content and employee advocacy.

Because B2B clients and professionals aren’t always scrolling with their work hats on, we focused on delivering core insights that were truly approachable, actionable and novel in ways that matched the vibe of each platform and the job market overall.

1. 1. We partnered with creators known for their unvarnished job market takes including Vivian Tu (@Your.RichBFF), Hanna Goefft (@HannaGetsHired), Tori Dunlap (@HerFirst100k), and Lachlan Ma (@Lachlan.Ma) to build a chorus of trusted voices to drive awareness and credibility around the campaign.
       
2. 2. Across our organic social media channels, we tailored content for each platform and audience based on our core themes.
      
      On LinkedIn, we featured clear text-only posts and expert videos, as well as a special edition of our rapidly growing newsletter. We hosted a LinkedIn Live panel discussion featuring some of the creators as well as Robert Half subject matter experts to amplify our message and bring the B2B audience on a deeper dive into the findings.
      
      On Instagram, we leaned into trends and memes designed to echo the influencer content.
      
      On TikTok and YouTube, we stuck with established tactics such as employee content and slightly unhinged videos, with less of an explicit B2B vibe.

1. 3. We also engaged our workforce through our employee advocacy program and tool, delivering numerous social-forward posts designed to help our recruiters book appointments with clients through LinkedIn before the campaign launch and then direct to the report after launch. The content spanned a variety of formats and tones, including some greatest hits from our brand social channels as well as posts designed for specific client verticals.

Results

We prioritized sharing our hot takes and expertise above sharing CTAs, and our real-talk approach was highly successful at this.

1. During the Salary Guide launch window, our total social media channel reactions surged by 113%. The campaign window saw us gain a record-breaking 112,000 new followers, fueled by the Salary Guide launch, strategic boosting, and influencer collaborations.​
    
2. Our creator partners put us in front of hundreds of thousands of people, including new business leaders and managers who may never have considered following Robert Half before. They added credibility and a cool factor that will stay with people and prime them for future interactions with our brand. The integration with our LinkedIn Live panel session featuring many of the same faces helped the webinar become our most successful ever.
    
3. We created a special Salary Guide issue of our LinkedIn newsletter, a monthly tactic targeting hiring managers. This was one of the most successful editions of the year, drawing about 162,000 views and 21,000 new subscribers. Our latest November newsletter, which also featured Salary Guide content along with other material, soared even higher, showing how our long-tail strategy continues to pay off. 
    
4. Our first ‘coming soon’ post within our employee advocacy tool was the most-shared post ever for the Salary Guide.
    
5. A simple text-only post discussing solutions to the expectations gap between job candidates and hiring managers crushed our benchmark at 129,000 impressions, showing how powerful it can be when we keep it real with our audiences.

Media