Talking about money can feel uncomfortable. Whether you're negotiating a new job offer, asking for a pay rise or preparing for a promotion, it's easy to worry about asking for too much or selling yourself short.
But negotiating your salary isn't about being difficult, it's about making sure your contribution is recognised and fairly rewarded. In 2026, that means understanding the market, knowing the value you bring and being able to explain why your expectations are reasonable.
Salary expectations vary by sector, location, experience and responsibility. A job title alone won't tell you the whole story, but do your research on comparable roles using salary surveys, recruitment insights, professional networks and relevant job adverts. When looking at the headline figure, consider responsibilities, specialist skills, budget ownership, team leadership and strategic oversight - a higher price tag will demand more breadth and depth of experience, even if the job title looks similar.
The Office for National Statistics reported annual regular pay growth of 3.5% in May–July 2026, while Hays' 2026 research found that 40% of surveyed employees were unhappy with their current compensation, painting a broader picture of frustration and lack of opportunity!
These figures provide useful context, but they're not a salary target for everyone. The important thing is to understand what comparable roles are paying and build an evidence-based case for the salary you're seeking.
Sources: ONS earnings data, Hays salary research.
The strongest negotiations are built on evidence, not vague claims about being hardworking or deserving more. Think about what you've delivered. Have you grown revenue, improved campaign performance, reduced costs, strengthened customer relationships or taken ownership of bigger projects? Where possible, quantify your achievements and connect them to business outcomes. For a pay rise in your current role, focus on what's changed since your salary was last reviewed. For a new role, demonstrate how your experience and skills match the responsibilities and expectations.
Confidence comes from preparation. Before the conversation, be clear about three things:
For an existing role, understand your organisation's pay review cycle and budget-setting process. For a new job, the offer stage is usually the right time to negotiate, before accepting.
Be specific about what you're asking for, explain your reasoning and give your employer an opportunity to consider it.
Salary matters, but it's only part of the package. Depending on the role, consider:
Think about what matters most to you. If an employer can't meet your salary expectations, there may be room to negotiate elsewhere, for example you could pitch for an early salary review with clear objectives and an agreed timescale.
You don't need to be aggressive or overly rehearsed. You need to be prepared, professional and clear.
Do:
Don't:
A rejected request doesn't have to be the end of the conversation. Ask why the increase isn't possible. Is it the budget, internal salary bands, timing or the experience required for the next level?
Explore alternatives, such as a review in three or six months, additional responsibilities or improvements to other benefits. If a future review is agreed, clarify the date and the criteria that will be considered. A vague promise to revisit the issue later is much less useful than a clear plan.
Your salary matters, but so does the role you're taking on and where it could lead. Consider the culture, the quality of management, the opportunity to develop new skills and the realistic potential for progression. Weigh up the full picture without relying on vague promises of future opportunity.
Salary negotiation is a skill, and like any skill, it gets easier with preparation and practice. Keep a record of your achievements, stay informed about the market and don't wait until a review meeting to think about the value you're bringing.
A successful salary negotiation isn't about winning an argument. It's about reaching an informed agreement that recognises your value and supports your next step.
