Why every job ad should share the salary – and what to do if it doesn’t

Ever found a job that sounds perfect – great company, inclusive culture, cool projects – but when you scroll down to the pay, it just says “competitive” or “dependent on experience”? Annoying, right? Using these obscure phrases, many employers remain tight-lipped about actual salary details. But this puts applicants at a disadvantage – and can end up hurting companies too. To find out more about how to advocate for pay transparency, we spoke to Jo Tidball, founder of ‘We Show the Salary’, a campaign focused on fair pay in recruitment.

It’s crunch time in job-hunting land until you finally stumble on the perfect role. The company is great, the benefits are amazing and the culture promises to be inclusive – but then you get to the bottom of the job description, and you realise there’s no salary listed. Bummer. That’s not ideal, though it’s unfortunately all too common.

Although salary transparency in the UK has improved over the years, it varies widely between sectors and platforms. For example, research shows that while 72% of job postings include pay details on Indeed, the same is only true for 27% of job ads on LinkedIn. The problem persists despite the fact that 56% of job seekers are unlikely to apply for a role where the salary isn’t listed.

Why do some employers hide salaries?

So why do employers hide pay details in the first place? For one, it gives them an advantage when negotiating job offers – especially because candidates often undervalue themselves or are hesitant to ask for more. It also prevents current employees from finding out where they stand on the pay scale, and other companies from finding out their rates. “That’s why employers put ‘competitive’ instead of actual numbers,” says Jo, “without necessarily thinking about the impact this has on job applicants and employees.”

Why salary transparency matters for creatives

But the impact is significant. A lack of clear salary information reinforces pay gaps that remain stubbornly persistent in many companies. As of 2024, women still earn an average of 10% less than men, while ethnic minorities earn an average of 19% less than their white counterparts in the UK. Salary transparency, in contrast, has been proven to significantly improve pay equality.

Open-ended salary negotiations also tend to disadvantage people from marginalised backgrounds, who are more likely to face backlash for bargaining due to employer biases. All in all, that makes it hard for candidates to determine whether a job is fair, financially viable, or even worth applying to.

What to do if a job ad doesn’t list the pay

Here’s the irony: companies that are transparent about salary details often have better candidates and an easier hiring process. According to a recent survey, nearly half of applicants don’t apply to jobs without compensation details. This reduces the size and diversity of the company’s potential talent pool, making it more difficult for them to find a suitable person for the job.

Salary transparency also boosts the company’s credibility. It’s not just about the number, after all. It’s also about their values. Employers that describe their salaries with vague language, like “competitive” or “dependent on experience” come across as trying to mask internal inequities. As Jo puts it, “It’s not enough to say that you care about your people, or that you’re a socially responsible business, or that you support diversity and inclusion – your actions need to reflect this too.”

How to ask about salary (with an email template!)

So, what do you do if there’s no pay information? You could start with researching salaries. Try platforms like Glassdoor, Indeed and Payscale – these offer company reviews and salary reports, which can help you figure out what a fair rate might be.

But Jo also says that it’s totally okay to just ask. “It’s reasonable to expect to have this information before you apply for a job, so drop the hiring manager an email to express your interest and ask what the salary or salary range is for the role.”

Sounds great – but how do you actually word such an email? We’ve come up with a handy template for you to use and tweak below:

If you’re already at the interview stage, don’t be afraid to bring up the conversation too. Recruiters suggest not jumping the gun, though – it’s better to talk about pay towards the end of the interview. This ensures that it doesn’t detract from your skills and gives you time to find out more about the scope of work. A simple and tactful way to phrase it could be something like, “Would you be able to provide an idea of the salary range for this role?

How to push for change in your workplace

While the responsibility is on employers to change their practices and foster a more open dialogue, individuals can make a change too. Jo says that starting conversations about salary transparency – both online and offline – can help to shift the needle in small ways. “Every time you do this it helps to drive the change forward. If you work in a creative business, talk to your management team about putting salaries on job ads.”

You can also encourage organisations to join campaigns like We Show the Salary, which provides evidence-backed information on how salary information supports fair recruitment and equitable pay. It may seem daunting to try initiating such a structural change, but many companies appear willing to take part, according to Jo. Having spoken to hundreds of employers, she says that “many are already doing the right thing by including salary info in their job ads and encouraging other employers to do the same.”

Helpful resources for salary transparency

For more on advocating for salary transparency, here’s a round-up of some helpful organisations and resources.