Most UK job offers have some room in them, and most candidates never ask. This guide covers how to find the real advertised range for your role, how to decide your number, what to say when the offer comes, what to ask for when the salary will not move, and the mistakes that cost people the offer.
Before you apply: know the range
Your leverage is evidence of what the market pays. On CareerAlert, 42% of live adverts state pay, and you can read the range in the first twenty adverts for any role in your area. On 19 October 2026, typical advertised figures were:
| Role | Typical | Middle half of adverts |
|---|---|---|
| Administrator | £29,000 | £27,000 to £30,000 |
| Recruitment consultant | £30,500 | £29,000 to £35,000 |
| Graduate roles | £30,000 | £28,500 to £32,500 |
| Marketing | £38,750 | £32,500 to £47,500 |
| Accountant | £40,000 | £32,500 to £50,000 |
| Account manager | £41,750 | £33,500 to £52,500 |
| Sales executive | £42,500 | £31,000 to £50,000 |
| Business development | £45,000 | £35,000 to £55,000 |
| Developer | £45,000 | £35,000 to £57,500 |
| Engineer | £45,620 | £40,000 to £55,000 |
| Designer | £50,000 | £40,000 to £60,000 |
| Project manager | £60,000 | £50,000 to £72,500 |
Figures are the midpoint of each advert's stated range. The "middle half" is the band most adverts fall in; an offer below the bottom of it is a signal, and an ask above the top of it needs a strong reason.
Decide three numbers
- Walk-away: the figure below which you decline. Based on your costs and your current pay.
- Target: what you will ask for. Around the top of the middle half for your role and area, adjusted for your experience.
- Accept: the figure you would take without further discussion. Between the two.
When they ask your expectations
You will be asked, often at the first call. Do not give a single figure and do not refuse to answer. Give a range whose bottom is your target: "From what I've seen advertised for this role locally, I'd expect £38,000 to £42,000, depending on the package." If they say the budget is lower, ask what it is, and decide whether to continue.
When the offer comes
- Thank them and ask for it in writing. Do not accept or decline on the call. "Thank you, I'm really pleased. Could you send the details over and give me a day or two to look at the whole package?"
- Make one counter, with a reason. By email or phone the next day: "I'm keen to accept. The base is a little below what I'd hoped for given [the two things you bring]. Could you get to £X?" One number, one reason, no ultimatum.
- Wait. They will say yes, no, or offer something in between. Most counters get something.
- Close. Accept in writing, confirm start date, and check the contract matches.
When the salary will not move
Ask for one of these instead; they are often easier for the employer to give:
- A pay review at three or six months, written into the offer.
- A signing bonus or a guaranteed first-year bonus.
- Extra holiday.
- Training, a qualification, or a licence paid for.
- A better job title, which raises your market rate next time.
- Flexibility: hours, a hybrid pattern, a shorter notice period.
Mistakes that cost people the offer
- Bluffing about another offer. If asked for it, you have nothing.
- Negotiating twice. One counter, then decide.
- Arguing from personal costs rather than the market and your value.
- Going quiet for a week. Say when you will reply, and reply then.
- Accepting on the call and trying to reopen it later.
A note on hourly roles
In care, warehousing, driving and hospitality, the rate is usually fixed for the grade and the negotiation is about hours, shifts, overtime rate and enhancements for nights and weekends. Night-shift adverts, for example, typically offer £16.91 an hour against £13 to £15 for day work in the same sectors. Ask about those rather than the base.
FAQ
Is it normal to negotiate salary in the UK?
Yes, for salaried roles. Employers expect one counter from a candidate they have chosen, and it rarely costs anyone an offer if it is polite and evidenced.
How much more should I ask for?
Base it on the advertised range for your role locally, not on a fixed percentage. Asking to move from below the middle half to within it is routine; asking for the top of the range needs a specific reason.
Can an offer be withdrawn if I negotiate?
It is rare, and when it happens it is almost always because the candidate bluffed, made an ultimatum, or went silent. A single, courteous counter with a reason does not withdraw offers.
Next step
Collect your evidence: set up a free alert for your role and town and note the pay in a week of adverts. If you are staying put, see how to ask for a pay rise.
CareerAlert Editorial Team
Guides written by the CareerAlert team from the UK job adverts on the platform. Pay figures and counts come from live adverts and are refreshed when the guide is updated.
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