A Scottish daily is launching a £2m advertising campaign for its recruitment site which aims to tap into the “secret world of emotions” experienced by jobseekers.

The Scotsman’s campaign will feature a series of ads which explore peoples’ “hopes, fears, highs and lows” as they aspire to a better career.

The campaign, which will include radio advertising, outdoor posters, online, search, print and e-mail, draws its inspiration from postsecret.com, an online community art project to which people mail their secrets anonymously, on the back of a postcard.

It will initially target Edinburgh and the Lothians, before being rolled out across other Scottish regions.

Henry Faure Walker, general manager of The Scotsman Publications Ltd said: “We launched scotsman.com/jobs onto a new technology platform in January of this year and have been delighted by the growth in traffic with monthly unique users now running at 180,000.

“With the site now well established, we are deploying over the next four months a £2m advertising campaign which will enable us to extend our reach still further providing Scottish job seekers and recruiters with an extremely powerful platform for their recruitment needs.”

The Johnston Press-owned daily hired creative agency 60 Watt to develop the campaign.

Creative director Peter Mill said: “This is a wonderful opportunity to get inside the heads of jobseekers and explore the very real hopes, fears, highs and lows experienced by everyone who aspires to pursuing a better career.”