Dealing With A Counter Offer

Holly Wilkinson • November 12, 2025

Why More Money Isn’t Always the Answer.

Why It Matters

You’ve handed in your notice, and suddenly your employer makes a counter offer; a pay rise, a new title, maybe even promises of change. Tempting? Of course. But it’s rarely that simple.


In the marketing and digital world, where talent demand is high and good people are hard to replace, counter offers are increasingly common. According to CIPD data, almost half of UK employers made counter offers in 2024 to retain staff, and it's a commonly cited stat (though hard to locate it's origins!)  that four in five employees who accept them still leave within 12 months. Whilst it's hard ot back that number up with exact data, in 20+ years of recruiting within market I can say with certainty that well over half of the candidates I've known to accept a counter offer have quickly come to regret their decision.


So, before you decide, it’s worth taking a step back and thinking about why you were ready to move in the first place.


Things to Consider Before Accepting

Why now?
If your employer is only recognising your value when you resign, what’s really changed? Genuine appreciation and progression shouldn’t need a resignation letter to prompt action.


Beyond salary
In marketing and digital roles, money matters, but it’s rarely the only reason people move. If your motivation was to find a better culture, greater growth opportunities, flexibility or recognition, a pay rise won’t fix those things long-term.


Career progression
Does staying where you are align with your bigger goals? Sometimes, a counter offer can keep you comfortable but comfort can also mean career stagnation. Will this role challenge you and help you evolve, or simply delay the inevitable?


Employer perception
Even if you accept and stay, relationships can shift. Some managers may (consciously or not) question your long-term loyalty or readiness to leave again.


Market reality
Right now, the marketing and digital job market is competitive but opportunity-rich for the right skillsets, from performance marketing and CRM to content, brand and analytics. The skills that made you valuable enough for a counter offer are likely the same ones that will open doors elsewhere.


The Statistics

  • 80% of employees who accept a counter offer supposedly still leave within 12 months (widely stated, original source unknown!)
  • 45% of employers in the UK made counter offers in 2024 to retain key talent (CIPD).
  • The main reasons professionals still go on to leave: lack of development (39%), poor leadership (29%), and limited flexibility (27%).


Our Advice

Before you even start interviewing, be crystal clear on what’s driving your move. Is it growth? Culture? Flexibility? Pay? Once you’ve defined your priorities, you’ll be able to make a decision based on what really matters not emotion or pressure in the moment. If your search for a new role is driven purely by salary, broach the possibility of a payrise with your existing employer before you commence the job hunt.


And if a counter offer does come your way, talk it through with someone objective!


Final Thought

A counter offer can feel flattering, but it’s not always progress, sometimes it’s just a pause. If you’re unsure what to do next, we’ll help you weigh up the pros and cons and look at the bigger picture for your career.


Book a confidential career chat

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Why It Matters Talking about money can feel uncomfortable but it’s one of the most important parts of the hiring process. Your salary expectation sends a message: it tells an employer how you value yourself and where you see your level of contribution. Pitching it right is about balance , go too low, and you risk underselling your worth; go too high without context, and you might price yourself out of contention. Being open, informed and confident in that conversation shows self-awareness, professionalism and credibility, all qualities employers notice and respect. How to Talk About Salary with Confidence Do your homework Before the interview, research average salaries for your role, level and location. Market rates can vary significantly between agency and in-house, or between Milton Keynes and London. If you’re unsure, we can share real-time local salary benchmarks so you walk in informed. Give a realistic range It shows flexibility while setting clear expectations. If your research suggests £40k–£45k, it’s fine to say, “I’m ideally looking for something around the mid-40s, depending on the role and responsibilities.” Frame it around value, not just numbers Explain why your expectations sit where they do, link them to results, ROI, leadership experience, or specialist knowledge. For example: “I’ve managed multi-channel campaigns with £500k+ budgets, consistently delivering ROI, so I’m targeting roles around the £50k mark.” This shifts the focus from cost to contribution. Don’t undersell yourself If you say you’d “take less for the right role,” there’s a good chance you’ll be offered less. Employers typically work within budgets, not above them so set your expectation confidently and let your experience justify it. Consider the whole package Salary is important, but benefits, flexibility, progression and culture can all make a huge difference. Be ready to discuss the overall value of the opportunity, not just the pay packet. Be mindful of proof Some employers may ask for evidence of current or previous salary, such as a P60 or recent payslip. It’s not a trap, it’s part of ensuring internal parity. Just make sure your expectations align realistically with your documented history and market value. Employer Perspective Most employers set a salary range before a role goes live. If your expectations fit that window, the process moves smoothly. If they don’t, it’s better to clarify early than waste anyone’s time. And remember: once you’ve put a figure on the table, it’s rarely possible to negotiate significantly higher later so preparation really does pay off. Final Thought Salary conversations don’t need to be daunting. With the right insight and preparation, they can be empowering. Know your worth. Be honest about your expectations. And let your recruiter help position you in the best possible light, we’ll share market data, guide you through the discussion, and make sure you’re representing your value with confidence. Talk to us about salary benchmarks and negotiation advice
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