When employers factor salary history into the hiring process, it disproportionately affects women and people of color and perpetuates the pay gap. Over the course of a 40-year career, the average woman loses out on over $400,000, and for Black and Latina women, that figure is more like $1 million. 

To help combat discriminatory hiring practices related to salary history, Columbus City Council passed a new law prohibiting employers from inquiring about a potential employee’s past wages, relying on past wages to determine future compensation and disfavoring an applicant for not disclosing past salary information. With the law going into effect March 1, 2024, they needed an effective campaign to increase community awareness of the legislation. 

Working with Councilmember Lourdes Barroso de Padilla and her team, Hunter created a holistic educational campaign for the Salary History Ban. In the months leading up to the law’s start date, we published organic social media posts, paid social ads, radio ads, paid YouTube video ads and more, all leading back to an informational landing page. 

The campaign reached nearly 30,000 users on Facebook and Instagram organically, and more than 359,000 users with paid boosts. We leveraged LinkedIn as a key channel since one of our target audiences was HR professionals, and we generated nearly 20,000 impressions organically and over 1 million with paid support. The engagement across all social channels was incredible, with many breakout discussions happening in the comment section. However, the success of this campaign is most evident in the website traffic: Overall, the campaign drove a total of 17,362 visits to the website, averaging over 150 visitors per day.

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