Salary secrecy is costing you talent, says new campaign urging UK employers to publish salaries on job ads.
Communications agency Jack & Grace has today launched #SayThePay – a salary transparency campaign calling on employers to publish salary bands in job ads – warning that businesses risk missing out on talent due to a lack of transparency.
New research commissioned by Jack & Grace reveals a growing expectation for openness around pay – two in three people (64%) in the UK say they are unlikely to apply for a role if no salary is listed. The survey of 2,003 people also found over half (58%) of respondents would be willing to share their own salary if it would help to reduce pay inequality – a figure that rises to 62% among 16–34-year-olds.
The data points to a clear shift in attitudes, particularly among younger workers, who increasingly expect openness around pay as standard.
Alarmingly, one in four (41%) people have discovered a colleague in the same or similar role was paid differently – a figure that rises to 58% among younger millennials (aged 25-34).
The #SayThePay campaign shines light on the trailblazing businesses already committed to salary transparency with a dedicated Wall of Fame – including the London Wildlife Trust, COOP and Good Energy.
While pay transparency for job seekers is set to become a legal obligation in the EU in 2026, no such requirement exists in the UK. Jack & Grace’s #SayThePay campaign urges UK employers to lead the way in adopting transparent pay practice now.
To bring the issue to life, Jack & Grace has launched a tongue-in-cheek video staring TikTok and LinkedIn influencer @thatcorporatelawyer, Henry Nelson-Case. Produced in partnership with Mill Road, the film features a shady ice cream vendor who refuses to reveal his prices – leaving baffled customers walking away without a cone or a clue. The short film pokes fun at the absurdity of secrecy around prices – drawing direct comparison with salary secrecy in the workplace.
Founded in 2020, Jack & Grace formally adopted transparent pay practices in 2022. The agency’s founders were inspired in part by personal experience – after discovering they were paid unequally in a previous job, resulting in one choosing to leave.
Laura Chambers, Co-Founder of Jack & Grace, says: “The data sends a clear message. Today’s workforce expects transparency – and employers that don’t get on board are missing out on talent, particularly among younger candidates. Pay clarity isn’t just a fairness issue, it’s a recruitment and retention strategy.
“We’re proud to be part of a community of employers leading the way in salary transparency. We’re now calling on all organisations to join us – let’s make fairness the standard.”
Nyree Ambarchian, Co-Founder of Jack & Grace, says: “Pay transparency is one of the simplest, most effective ways employers can reduce inequality and build trust. In a competitive market, being upfront about salary signals integrity, clarity, and respect for your workforce. It’s good for people – and good for business.”
To find out more about Say the Pay, watch the campaign video and view the Wall of Fame, visit: saythepay.co.uk