Hays Recruitment Your Smartest Career Move Yet

Hays Recruitment

Your Smartest Career Move Yet

We helped Hays Recruitment reposition its annual Salary Guide to its growing audience of job seekers and career planners. Our creative increased brand awareness, conversions of Salary Guide downloads, and acquisition of new employee customers.


Hays Recruitment is a category leader in the employment industry known for their Annual Salary Guide, which is the definitive snapshot of salaries for more than 1,000 positions across Australia and New Zealand.

To ensure that the Hays Salary Guide reached more people considering a career switch, REBORN’s creative challenge was to make employees feel understood without alienating employers.


The campaign aimed to increase brand awareness, through positioning Hays as a customer-centric organisation committed to investing in lifelong partnerships that empower people and organisations to succeed in the world of work. The campaign also strove to boost engagement through animation assets and promotional videos, by providing employers and employees with timely, reliable information for workforce and career planning respectively. REBORN also worked towards optimising conversion and acquisition through Hays Salary Guide downloads, event sign ups, attracting new customers and hot leads for further engagement.

Hays Recruitment - Your Smartest Career Move Yet

Our Idea

REBORN crafted a Think, Feel, and Do strategy designed to make employees feel understood and to effectively meet our objectives.

We wanted employees to “think” that the guide would give them the edge for their career because it equips them with the most useful insights about salaries and employment benefits. Highlighting clear, relevant data would then help them “feel” more aware of the latest employment trends after exposure to Hays promotional campaigns. Finally, we would spark readers to “do” by directing them to sign up for the event and download the publication.

Hays Recruitment - Your Smartest Career Move Yet

Our Approach

To better convey the unique value of Hays Salary Guide, REBORN rebranded with the subtitle “See Beyond the Numbers,” highlighting its comprehensive insights beyond mere salaries. REBORN unveiled a promotional video on how the guide empowers smart career planning, enhanced by Hays’ symbolic arrow directing users towards informed decisions. Supporting this were a suite of creative assets: a detailed Salary Guide with data visualisations, social media content, dynamic video storyboards, a main website banner, and a launch-focused email. These were delivered via static and dynamic ads, high-impact displays, and discovery campaigns, helping Hays reach both online and offline audiences.

REBORN Responsibility

Communications strategy
Creative direction
Campaign identity and creative
Campaign asset production
Video production
Creative Ideation
Creative Conceptualisation

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