HK

Closing Denmark's Pay Gap with Equal Pay Calculator

HK launched a data-powered tool turning hard statistics into real-world impact, helping Danes uncover wage inequality and demand fairer pay.

Play

Overview

Despite being one of the world’s most progressive countries, Denmark still struggles with gender pay equality. Most people assume the issue is limited to specific industries or gradually improving over time. But the reality is far more troubling: across 292 different job roles, only 22 show actual pay equality. That’s the truth HK – Denmark’s largest union for salaried employees – wanted to highlight.

  • 90%

    of visitors perform a salary comparison

  • 24%

    go on to use HK’s in-depth Salary Check tool

  • 28%

    click through to explore more salary-related content
Play

The challenge

Rather than launch a traditional awareness campaign or push a political agenda, HK sought to create a neutral, data-driven experience that could act as both an eye-opener and a practical tool. The goal was threefold:
 

  1. Raise public awareness of the actual scale of wage inequality

  2. Empower union members to negotiate fairer salaries

  3. Apply pressure on employers and policymakers to act on the issue


To do that, HK needed a solution that was credible, unfiltered, and accessible to anyone – member or not.

Two individuals seated on office chairs facing each other in conversation. The woman on the left wears an orange blazer and blue skirt, seated on a regular-height chair. The man on the right, dressed in a blue blazer and gray trousers, sits on a taller chair with his legs crossed. Both are animatedly gesturing, suggesting an engaging discussion.
Two individuals seated on office chairs facing each other in conversation. The woman on the left wears an orange blazer and blue skirt, seated on a regular-height chair. The man on the right, dressed in a blue blazer and gray trousers, sits on a taller chair with his legs crossed. Both are animatedly gesturing, suggesting an engaging discussion.
Two individuals seated on office chairs facing each other in conversation. The woman on the left wears an orange blazer and blue skirt, seated on a regular-height chair. The man on the right, dressed in a blue blazer and gray trousers, sits on a taller chair with his legs crossed. Both are animatedly gesturing, suggesting an engaging discussion.
Play

The approach

The Equal Pay Calculator had been part of HK’s digital ecosystem for years, but in 2024 it was time for a significant overhaul. HK partnered with Merkle to redesign the tool from the ground up, focusing on intuitive UX, streamlined functionality, and visual storytelling.

  • At its core, the calculator is powered by salary data from Statistics Denmark and allows users to select any of the 292 job types covered in HK’s database.
  • Once a role is selected, the calculator displays the average monthly salaries of men and women side-by-side – both as exact figures and as a percentage difference.
  • Visually, the design strikes a balance between clarity and impact. Two stylized figures – a man and a woman – are seated in office chairs, but his chair is elevated, visually reinforcing the message without ever needing to say it out loud.
  • The interface is deliberately minimalistic, placing focus squarely on the numbers. Users can search directly or browse alphabetically, and the tool auto-suggests matching roles for ease of use.

But more than just a calculator, the experience acts as a gateway into HK’s broader salary advice ecosystem. From the calculator, users are encouraged to explore related tools like "Løntjek" (Salary Check) or dive deeper into HK’s salary statistics and negotiation guidance.

A collage of four smartphone screens displaying a Danish salary comparison tool called 'Lige lønsberegner' by HK. The tool allows users to compare their average monthly salary with colleagues of the opposite gender. All screens focus on the job category 'Chef- og direktionssekretærarbejde' (executive and management secretarial work). The final screen shows a salary comparison: women earn 45,019 DKK, men earn 49,699 DKK, indicating a 9% difference or 4,680 DKK.
A split graphic with two sections. On the left, an illustration shows a man and a woman standing on separate pillars, with the man on a taller pillar, symbolizing a gender gap. Below, bold text reads '8%' with a caption stating 'Kun i 8% af stillingerne når kvinderne op på mændenes niveau' (Only in 8% of positions do women reach the same level as men). On the right, a screenshot of the HK website displays sections such as 'Lige lønsberegner' (Equal Pay Calculator) and 'Får du nok i løn?' (Are you getting paid enough?).
A visual representation of gender imbalance using a seesaw. The seesaw is balanced on a central triangular fulcrum. On the left side, a female symbol is shown with the number 22, while on the right side, a male symbol is shown with the number 270. The right side is tilted downward, indicating a significantly heavier or more dominant male representation.

The outcome

While it’s not a campaign in the traditional sense, the Equal Pay Calculator has proven to be one of HK’s most effective digital engagement tools – both in reach and in impact:

  • 90% of visitors perform a salary comparison
  • 24% go on to use HK’s in-depth Salary Check tool
  • 28% click through to explore more salary-related content

This level of conversion is significant. It shows that the calculator doesn’t just inform – it moves people to take action.

  • For HK, it reinforces the union’s role as a trusted advisor and advocate for fair pay.
  • For users, it provides a clear, factual foundation for having uncomfortable conversations – with employers, with colleagues, and in the broader public debate.

By transforming statistical data into a relatable digital product, the Equal Pay Calculator makes systemic inequality visible and actionable – one job title at a time.

Alt Text Goes Here
Play

Want to see more?

Want to see more?

Case Study | HK - Equal Pay Calculator | Merkle