The moment a recruiter calls to say "we'd love to make you an offer" is the single point in the whole process where you hold the most bargaining power you will ever have at that company - and most people throw it away by saying "great, thank you" and accepting on the spot. They want you. They have already decided. Going back with a considered counter rarely loses the offer, and the few thousand pounds it can add compounds through every future pay rise, pension contribution and reference point for the rest of your time there.
Do the homework before you talk numbers
Walk in knowing the market rate for the role in your region and sector. Glassdoor, Reed and Totaljobs all publish salary data, and LinkedIn shows ranges on many listings now; cross-reference three sources rather than trusting one. A mid-level marketing manager outside London might typically land somewhere around £38,000 to £48,000, while the same title in central London could sit closer to £48,000 to £60,000 - but these vary hugely by sector and company size, so treat any single figure as a rough anchor, not gospel.
Let the employer name a number first if you can. When the application form demands a salary expectation, give a range with your real target near the bottom, so the figure they remember is the top of what you said.
How to phrase the ask
Be warm, specific and unapologetic. Something like: "I'm genuinely excited about the role. Based on my experience with X and what I'm seeing for similar positions, I was hoping we could get the base closer to £52,000 - is there room to move?" Then stop talking. Silence is uncomfortable and the temptation to fill it with "but obviously I understand if not" undoes the whole thing.
Look at the total package
Base salary is the headline, but it is not the whole story, and a slightly lower base can be the better deal once you add everything up. Weigh these before you decide:
- Pension - the employer contribution above the auto-enrolment minimum can be worth thousands a year and is easy to overlook.
- Bonus structure, and crucially whether it is discretionary or contractual.
- Holiday allowance, flexible or hybrid working, private healthcare, and the length of the notice period you would be tied into.
If the base genuinely will not move, negotiate on these instead - an extra five days' holiday or a guaranteed early salary review at six months can be easier for a manager to grant than a permanent uplift. Get whatever you agree in writing in the offer letter before you resign from your current job. A verbal "we'll sort the bonus out later" has a way of evaporating once you have already handed in your notice.