According to a recent Sifo survey*, 60% of job seekers would be willing to switch jobs if offered a higher salary. Moreover, 77% believe job ads should include a salary range. It’s no surprise, then, that candidates are more likely to be drawn to organizations that are upfront about compensation. And yet, many employers still refrain from including salary information in their job listings.

What’s holding employers back – and why?

The latest National Recruitment Survey (NRS)** shows that more employers oppose than support including salary ranges in job postings. Over 75% of those surveyed cited a fear of deterring candidates whose salary expectations exceed what the organization is prepared to offer. But is that fear really justified?

By being transparent about salary from the outset, employers ensure they attract candidates who are comfortable with the offered range. This saves time and resources for both parties and reduces the risk of processes breaking down late in the recruitment due to salary misalignment.

– The most important aspect of all employer communication—whether it's about brand awareness or recruitment—is setting the right expectations, says Anne Margrethe Mannerfelt, Strategic Advisor at Keeparo and Jobbland.

According to the same national survey, 72% of respondents said one of the biggest advantages of salary transparency in job ads is reducing the risk of candidates withdrawing once salary is discussed.

– Everyone has experienced situations where their expectations for a job weren’t met. That often leads to candidates dropping out—or worse, employees leaving after just a few months. Even more damaging is when someone stays in a role but becomes disengaged. That’s costly for the employer and harmful to the employer brand—not to mention a poor experience for the employee or candidate

Salary Transparency Leads to Better Matches

Salary transparency is a strategic tool for attracting top talent.

Candidates genuinely interested in working for your organization will also consider other benefits beyond pay. They will appreciate your honesty and openness from the beginning, allowing them to make an informed decision about whether to apply. This builds trust, prevents misunderstandings, and leads to a more efficient recruitment process.

Transparency as a Foundation for Employer Branding

For employers with a strong employer brand, salary transparency is a natural extension of their values. Every compensation model reflects what the organization stands for—both as a business and as an employer.

Openly communicating salary in job postings signals a willingness to foster a fair and transparent work environment. This is especially important in today’s labor market, where top talent actively seeks out employers who demonstrate strong values, fairness, and a transparent culture.

– Salary transparency isn’t just a practical step, it’s a signal that the organization understands the future of work is about more than money. It’s about fairness, openness, and respect for employees, says Mannerfelt.

What’s Next: Embracing Salary Transparency as the New Standard

The upcoming EU directive on pay transparency will push all employers to adopt more open practices. Soon, salary transparency will no longer be optional—it will be required.

– Organizations that already embrace transparency will be better positioned to attract and retain top talent when these new regulations come into effect. But being open about salary isn’t just about compliance—it’s about positioning yourself as an employer that builds long-term, trusting relationships with its people.

In summary, by being transparent about salaries in job postings, employers can reduce late-stage candidate drop-offs, improve talent matching, and build a stronger employer brand.

Want to talk more about salary transparency and employer branding strategy? Get in touch with us!
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*The survey was conducted via Kantar Media’s web panel (Sifo Panel) in December 2024. The panel is nationally representative and recruited through random sampling.
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**The survey was conducted by Kantar Sifo on behalf of Jobbland and Keeparo. It consisted of a questionnaire answered by 315 professionals working in recruitment, employer branding, recruitment marketing, or executive leadership across Sweden. Respondents represented a mix of industries and organization sizes in both the public and private sectors. The study was conducted from October 4 to 20, 2024.