Unfold Talent: Ad Council's Meta Campaign Highlights Skills-First Hiring
Agency
Brand
Platforms
Industries
In 2022, Ad Council and Opportunity@Work launched a Meta campaign to challenge the status quo of hiring, urging employers to look beyond traditional credentials. The campaign used a crumpled paper metaphor to illustrate the millions of talented individuals overlooked in the job market. By focusing on skills-first hiring, the initiative aimed to unlock an untapped talent pool. Employers were encouraged to 'unfold' these narratives and embrace diverse talent. The campaign generated significant employer engagement, with over 100,000+ job postings highlighting non-degree qualifications. The result was a shift in hiring practices, demonstrating the power of inclusive recruitment strategies.
View the full case on the agency site
Original write-up, full visuals, full context.
Published around:
December 5, 2025
?
Added to Agency Inside:
March 22, 2026
