Ad Council campaign urges employers to hire for skills, not degrees

Building on the success of the award-winning “Tear the Paper Ceiling” campaign, the Ad Council and Opportunity@Work have launched a new wave of public service ads titled “Story Unfold.”

The creative encourages employers to adopt skills-first hiring practices and recognize the untapped potential of the 70 million U.S. workers Skilled Through Alternative Routes (STARs)—those who have gained expertise through apprenticeships, certifications, or on-the-job experience rather than a bachelor’s degree.

According to LinkedIn research, hiring managers who prioritize skills are 60% more likely to make a successful hire. Yet, millions of capable workers continue to be overlooked due to outdated degree requirements. Since the original “Tear the Paper Ceiling” launch in 2022, job postings have become measurably more open to STARs—proof that the movement is gaining traction.

Byron Auguste, CEO, Opportunity@Work: “We launched the Tear the Paper Ceiling campaign to shine a light on the 50% of U.S. workers who are STARs and show that if you don’t have a STARs talent strategy, you only have half a talent strategy. Job postings are becoming more open to STARs, and smart employers are realizing the competitive advantage of hiring for skills.”

“Story Unfold” reveals the talent behind the paper

Created pro bono by Ogilvy and directed by filmmaker and STAR Loris Russier with production company PRETTYBIRD, the “Story Unfold” PSAs use the visual metaphor of a crumpled piece of paper unfurling to reveal a STAR’s face—symbolizing the hidden potential behind résumé filters and degree-based hiring.

Michelle Hillman, Chief Development Officer, the Ad Council: “When we introduced the idea of the ‘paper ceiling,’ we changed the national conversation around hiring STARs. Now we’re speaking directly to employers, inspiring them to hire skills-first and discover the talent they’ve been overlooking.”

Nationwide momentum for skills-first hiring

Since the original campaign’s debut, the “paper ceiling” concept has been embraced by leaders across business and government. To date, 31 U.S. states have pledged to remove degree requirements for state jobs, and over 1 million commitments have been made to open roles to STARs. Within Opportunity@Work’s partner network, more than 76,000 STARs have achieved upward mobility, earning a median wage increase of $17,000.

The “Tear the Paper Ceiling” initiative has generated over $120 million in donated media and nearly six million website visits. This year’s campaign will be supported by Spark Foundry, with additional backing from Indeed, Kargo, LinkedIn, and Walmart.

Employers and job seekers can visit TearThePaperCeiling.org to explore resources, share stories, and take action toward a more equitable, skills-based workforce.

www.adcouncil.org

www.opportunityatwork.org

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