Overview
The Robert Half Salary Guide is the company’s largest annual initiative and a cornerstone of its thought leadership strategy, reaching millions of professionals each year. Historically produced as a print publication, the 2021 edition marked a major shift toward a fully digital-first experience.
The Challenge
Each year, multiple creative concepts are developed across the team, with one selected to define the direction of the entire campaign. My concept was chosen to lead the 2021 Salary Guide. Midway through development, the project expanded significantly as COVID accelerated the need to move away from print and reimagine the experience as a digital-first product.
The challenge became not just designing a campaign, but transforming a long-standing publication into a scalable, engaging digital experience that could live across web, social, and email.
Approach
I led the creative direction from concept through execution, translating the Salary Guide into a digital-first ecosystem. The approach focused on clarity, accessibility, and modular design, allowing content to scale across multiple formats and channels.
I worked closely with cross-functional partners across marketing, content, and UX to bring the experience to life, ensuring consistency across landing pages, social assets, email campaigns, and supporting marketing materials. The system was designed to make complex data easy to navigate while maintaining a strong visual identity aligned with the broader brand.
Outcome
The 2021 Salary Guide successfully reached millions of professionals and drove a significant increase in engagement with Robert Half’s thought leadership content. The shift to digital not only expanded accessibility but also established a new foundation for future Salary Guide releases, transitioning the initiative from a static publication into an ongoing, scalable digital experience.
